In our behavior change research under the DIG-it-AL project, we took a gender-focused approach. At a high level, the behavior change research examined the enablers and barriers to DFS adoption among smallholder farmers. We then used this information to design and test solutions to overcome key barriers.
We know from past research that women farmers experience markedly different barriers to DFS adoption than their male counterparts. For example, a study we conducted with Mercy Corps (2021) found that they have less access to resources (e.g., smartphones), face greater time constraints that limit their ability to learn new skills like digital literacy or adopt digital advisory practices, and often work in roles or value chains considered appropriate for their gender.
If we fail to account for these differences, we risk creating solutions that only serve half the population. As a result, we will reinforce existing barriers and further exclude women from the benefits DFS can provide.
However, findings from the DIG-it-AL project highlight that while recognizing the barriers women face is crucial, understanding the enablers is just as important. In this blog post, we share examples of enablers identified through our research with digital advisory providers in Ghana and India and explore their broader implications for DFS adoption. Our research demonstrates how women farmers can play a vital role in spreading awareness and encouraging adoption of DFS, amplifying its reach and impact.
In Ghana, we partnered with an organization that delivers digital advisory to smallholder farmers via IVR. Given the high number of DFS providers operating in the same regions, we designed and tested solutions to help their IVR services stand out and better engage users. We invited a sample of their farmers to a testing location, presented them with different IVR messages, and then had them complete a survey to determine if the IVR messages were memorable and trustworthy, and if they would recommend the IVR service to a friend.
Most of the women in our sample reflected trends seen in previous studies. They were less likely than men to own a smartphone: only 7% of women compared to 27% of men. They were also less likely to have completed primary school.
Yet despite these barriers, the women demonstrated strong potential for engagement with our partner’s IVR services. Regardless of the message they received, they reported significantly higher levels of recall and trust in the information, and were more likely than men to recommend the service to their peers.
In India, we worked with a partner that offers digital advisory to smallholder farmers through Farmer Producer Organizations, which are registered groups of farmers. Together, we explored how to optimize these services by testing different delivery channels (e.g., robocalls, SMS) and message-framing strategies. We presented farmers with advisory messages that contained the same core information but were framed in slightly different ways, then surveyed them to assess trust, willingness to recommend the information to others, and intent to act on it.
On average, women in our sample expressed lower levels of trust in the messages than men. However, those who did trust the information were more likely to recommend it; about 13% of women consistently recommended the messages, regardless of how they were framed, compared to 11% of men.
Our findings highlight two key ways women farmers can help drive DFS adoption. First, because they’re more likely than men to recommend DFS, they can play a powerful role in spreading awareness and encouraging use among their peers.
Second, since women exhibit traits that indicate a willingness to adopt DFS, providers who specifically target and support them can create a ripple effect, using social proof to encourage other farmers to follow suit. When farmers see their peers using a DFS successfully, they are more likely to adopt it themselves.
However, for these strategies to work, services must also account for the barriers women face, such as limited smartphone access, lower levels of formal education, and relatively low trust in digital information.
By recognizing both the barriers and enablers of DFS adoption among women, we can unlock their potential to drive its growth. This approach not only promotes gender equity in access to DFS but also helps expand its reach and impact.
© 2024 All Rights Reserved
