Prevention

2.4.3 The wider environment

Both policy makers and private sector companies have a significant opportunity to reshape the environment to increase physical activity and active transport. By focusing on transportation solutions, retail environment improvements, community engagement initiatives, and effective marketing strategies, companies can help foster healthier communities that encourage active lifestyles and improve public health outcomes.

Urban Design and Infrastructure Improvements

Companies can invest in or partner with local governments to enhance urban areas with infrastructure that promotes walking, cycling, and other forms of physical activity. This may include developing pedestrian-friendly pathways, expanding bike lanes, and creating green spaces such as parks or recreational areas. For example, companies may collaborate with urban planners to design neighborhoods that prioritize walkability and bicycle access, encouraging community members to use active transport (Zang et al., 2022). Creating public spaces that host physical activities, such as outdoor gyms or community sports facilities, can also attract residents to engage in physical fitness.

Mobility Solutions for Active Transport

In addition to traditional transportation services, companies can explore innovative mobility solutions to facilitate active transportation methods. For instance, businesses can sponsor bike-sharing programs similar to those implemented in cities like Paris with its Vélib’ system, where residents can easily rent bicycles and ride sustainably for short distances. These initiatives encourage individuals to choose cycling over driving, thus reducing traffic congestion and pollution while promoting physical activity.

Neighborhood electric vehicle programs can serve areas that are not easily accessible by public transport while promoting walking and cycling. Collaboratively investing in improved transit options that connect communities effectively can foster a culture of active transport. Companies such as Uber and Lyft have explored partnerships to promote and facilitate access to alternative forms of transport for short distances.

Community Engagement and Events

Companies can organize or sponsor community events that encourage physical activity, such as fun runs, sports leagues, or fitness festivals. Such events create a sense of community and make exercise enjoyable, thereby increasing participation rates. By collaborating with local health organizations, initiatives can also address specific community health needs and raise awareness about the benefits of active living. For instance, companies that host annual health fairs provide opportunities for the community to engage in physical activities and learn about wellness resources.

Promoting Active Living Through Marketing and Community Outreach

Companies can leverage their marketing power to actively promote an active lifestyle within the community. This may include collaborating with public health campaigns to highlight local resources for physical activity, like parks, gyms, and community classes. Retail marketing can focus on promoting health-related brands or products that encourage active living, aligning business goals with health promotion (Goethals et al., 2020). For example, grocery stores can actively advertise local recreational events or fitness classes, using their platforms to motivate community members to partake in physical activities.

Green Spaces and Other Outdoor Facilities

Creating and enhancing green spaces in urban areas is crucial for promoting physical activity among communities. Public parks, recreational fields, and community gardens encourage individuals to engage in outdoor activities such as walking, jogging, cycling, and group sports. Cities like Melbourne in Australia have successfully developed extensive parks and cycling paths that encourage active lifestyles through its Parks and Open Spaces Strategy. Companies can also sponsor community events, such as fitness classes in parks, which not only boost community health but also strengthen corporate social responsibility efforts.

Customer-Facing Environments Such as Retail

Retail environments can significantly impact community health through strategic design that promotes physical activity. Companies can create stores that encourage walking and movement, such as larger layouts that require customers to walk longer distances. For instance, companies like IKEA have developed stores that include space for families to walk through and explore, effectively combining shopping with physical activity.

Role Modeling Through Elite Sports and Representation

Elite athletes can serve as powerful role models for communities, especially for hard-to-reach groups, promoting physical activity and healthy lifestyles. By partnering with elite sports organizations, businesses can develop campaigns that inspire people to participate in physical activities. For example, showcasing diverse athletes can help break down barriers and resonate with hard-to-reach populations, fostering a sense of belonging and encouraging participation in sports and physical activities.