Social norms refer to the shared expectations held by a given community. They are often held in place by social approval or rewards for conformity, and by disapproval or sanctions for transgressions. Understanding how and why social norms hold sway can provide a powerful means for understanding the gendered division of work that prevails in many communities and inform strategies aimed at promoting change.
This report summarizes the main findings from the qualitative research conducted in August 2017 to support on the identification of the main social norms related to unpaid care and domestic work in rural communities in four districts in Zimbabwe. The research served to identify who the leaders are that communities look up to in order to validate social norms change. It helped to identify nascent opportunities for changes in the gendered division of labour, and what the implications are of the findings for planning and practice in addressing inequalities on unpaid care and domestic work.