Context is everything

The other day I came across a quote that I thought it was perfect to add to this blog.

It’s by the American sociologist Alvin Gouldner and it says: “Human action can be rendered meaningful only by relating it to the contexts in which it takes place. Context is everything.”

As we approach the release of our Active Lives Adult Survey data on 24 April 2025, which covers the period from November 2023 to November 2024, it’s important to take a step back and reflect on the wider context we live in.

This is because what we think and do can be better understood when considered not in isolation, but against other circumstances that surround them.

So what was happening during this time that may have influenced participation levels, attitudes and volunteering in sport and physical activity?

To help set the scene, we’ve worked with Trajectory, a specialist trends and foresight agency, to develop a State of the Nation report that offers insights into key events, trends and factors that may have shaped the way people engaged with sport and physical activity over the past year.
 

Through this work we’ve explored six key areas: politics, economy and employment, demographics, society, technology and connectivity, and community and activity.

A year of change and polarisation

The past year was marked by political shifts, economic uncertainty and societal change in the UK.

Some of the events that marked its agenda were:

• a general election in summer 2024 that brought political stability but lingering distrust, while an uneven economic recovery left many still feeling financial strain. These events are likely to influence the types of activities people are able to afford and take part in
• immigration, demographic shifts and the rise of artificial intelligence-shaped national debates, as well as concerns over healthcare and housing
• overall satisfaction with life and our communities improving, but polarisation remained - particularly across generational and socioeconomic groups, potentially playing a part in the inequalities we see across sport and physical activity
• climate patterns continuing to shift, with 2023/24 ranking among the UK’s warmest years on record. While warmer weather can be a key factor in influencing positive physical activity behaviours, the extreme weather patterns we encountered from November 2023 to November 2024 led to many pitches and areas dedicated to sport and physical activity becoming unusable  
• many major sporting events taking place, such as the Men's UEFA Euro 2024 and the Paris 2024 Olympic and Paralympic Games, which often inspire many to get involved in sport and physical activity.

Why these circumstances matter

Acknowledging these broader influences helps to give context to the upcoming Active Lives data and trends, by recognising the challenges and opportunities that may shape how, why or where people engage in sport and physical activity. 

Understanding data not only helps us make sense of the origin of the results that we’ll soon be able to publish, but also help us design the work to maintain any positive trends and help tackle any challenges we may uncover.