Peer support is the quality and quantity of assistance offered for goal achievement. One important culture change strategy is to mobilize peer support networks so that people can change their behavior in a way that is consistent with the desired culture. For example, a culture change program designed to address physical activity would engage household members, friends and coworkers in mutual support for fitness activities.

Support can be instrumental and/or emotional in nature. Offering ideas for how to complete a work assignment would be an example of instrumental support. Offering words of encouragement would be an example of emotional support.

Peer support comes from a variety of sources including family, friends, housemates, coworkers, managers and even neighbors and community groups. In business, support is sometimes called teamwork, watching someone’s back and collaboration.

In American culture listening and nagging are common forms of support. Although such support can be helpful, there are many additional forms of support that are underutilized. People can be taught how to offer a wider range of support. For example, peers can be taught how to assist with goals setting, finding role models, overcoming barriers to change, locating supportive environments, getting back on track when goals are not met and celebrating success.

The culture influences how support is given and received. For example, American men are less apt to accept help from others and may see the need for support as unmanly. Successful culture change sometimes involves giving people permission and a means to help one another. Examples of these support initiatives include mentoring programs, buddy systems, support groups, clubs, teams, online information exchanges and online chat groups.