Understanding values & characteristics key to reaching new generation

Approaching the new generation is the concept behind the conference topic “She plays handball,” which is one of three falling under the umbrella theme, “From grassroots to professional sport and beyond.” The other two sub-topics are “inspiring HERstory” — social sustainability in women’s handball and “encourage, empower and inspire” — tools and techniques. Every panel, lecture and breakout session will belong to one of these categories. In addition, the theme “empowering HERstory” will be evidenced throughout the conference programme. 

In this article, we examine the topic of approaching the new generation, through the eyes of Secretary General of the Belgian Handball Federation Dries Boulet and Associate Professor in the University of Zagreb’s Department of Psychology and an EHF Expert Dr Zrinka Greblo Jurakic. 

Regarding their initial thoughts on the topic of approaching the new generation, both Boulet and Jurakic highlight the importance of understanding where members of that new generation are coming from and what is important to them. That includes - specifically and quite unique to the cohort - the role technology has played and will continue to play in their lives. 

“To approach the new generation effectively, we need to understand their values, such as diversity, sustainability, and social justice. Using digital platforms and understanding their communication preferences is crucial. It's important to be authentic and offer personalised interactions,” says Boulet, whose presentation is entitled Hand 2 Girls — a new form of handball: Two-a-side to increase the entry of young girls.

“To build a strong connection with the younger generations, we must involve them and all parties in their environment to change our way of thinking. Flexibility is crucial to adapt quickly to the fast-changing society.” 

Jurakic, an Associate Professor in the Department of Psychology at the University of Zagreb, offers extensive insights into the diverse facets that must be kept in mind when attempting to connect and engage with the younger generations.

“When it comes to effectively approaching a new generation in sports, it’s very important to have in mind that their perspectives and expectations might differ from our own. By recognising and respecting specific characteristics of today's youth we can be more successful in developing strategies aimed at increasing their motivation, commitment, enjoyment, and sporting performance,” says Jurakic, adding that, when working with young athletes, considering their developmental stages is essential. For most, the key motivators for participation in sport are enjoyment, spending time with friends and improving skills.

“Nurturing their intrinsic motivation is key to foster their positive experience and commitment to sport. Another very important aspect that we have to take into account are characteristics of their emotional development. Children and adolescents are particularly sensitive to feedback from significant figures in their lives, such as coaches. A supportive coaching approach can greatly contribute to the development of positive psychosocial traits including self-esteem and self-efficacy.

“Finally, we also should have in mind some specific characteristics of the young generation. For example, we know that their frequent use of technology has significantly shaped their learning styles, social interactions, and behaviours.” 

Into each topic, the individual speakers at the Women’s Handball Conference will bring their specific area of expertise. In that context, Jurakic underlines how sport can be a highly positive contributor to development.

“There's a lot of empirical evidence showing that participation in organised sport activities is related to a variety of positive psycho-social outcomes, especially among athletes involved in team sports. So, in my research, I focus on identifying key factors — such as specific coaching behaviours, the characteristics of the motivational climate, and the norms and values promoted within sports clubs or organisations — that contribute to both personal well-being and the enhanced performance of young athletes. This approach aligns with modern coaching practices, which emphasise the importance of creating a safe, supportive, and stimulating sporting environment,” says Jurakic.

“It is well-known that participating in sports provides numerous physical and psychological benefits for both girls and boys. However, research consistently shows that girls tend to be less physically active, participate less often in organised sports activities, and are more likely to drop out of sports. That's why, in my research, I also study how social factors, such as gender stereotypes, contribute to this phenomenon and how we can overcome these barriers when approaching the new generation.”

Indeed, the topic of Jurakic’s presentation is “Changing the game: Overcoming gender stereotypes and barriers in women’s sport.”

“I’ll be discussing the benefits of participating in sports activities and the importance of increasing women’s involvement in sports. I’ll also share some findings from a recent research project we conducted in collaboration with the Croatian Handball Federation and the Croatian Ombudswoman for Gender Equality. The aim of the research was to explore how often young handball players encounter negative stereotypes about sportswomen in their social surroundings, how they perceive gender (in)equality in the sports environment, and how these factors affect the experiences of young female athletes,” says Jurakic.

“In line with previous studies, our findings showed that just providing opportunities for women to participate in different sports isn’t enough to significantly increase their involvement and long-term commitment. For meaningful progress, these opportunities must be accompanied by adequate social changes that foster a more positive perception of sportswomen and enhance their status in society.  Therefore, in my lecture, I’ll also discuss strategies to address these challenges and share some good practices implemented by Croatian Handball Federation.”

Given his leadership role in the Belgian Handball Federation, Boulet’s focus in his presentation is on a specific concept designed to engage the new generation of female players in Belgium.

“My presentation is about an innovative idea to encourage more girls to start playing handball at an early age. This project was developed in collaboration with people in the field. We identified several shortcomings in the playing concept, which we then addressed from the perspective of the girls themselves. The project is part of our handball-for-everyone vision, aiming to promote gender equality in the sport,” says Boulet.

“The new playing-concept we created allows girls to play ‘girls only’ more easily, have more fun through successful experience, and learn the basic principles of handball in a playful manner. During my presentation I will also explain how we launched a pilot project in Belgium and share the initial results.”

Both Boulet and Jurakic’s presentations will be delivered on the main stage on the first day of the EHF's second Women’s Handball Conference, December 10, 2024.

Registration for the Women’s Handball Conference in Vienna, 10-11 December 2024, is now open. Click here for more information and click the banner below to register.

Main photo © Stefan Ivanovic; Speaker photos © Nebojsa Tejic / kolektiff images, Uros Hocevar / kolektiff images