Use social norm messages to shift behavior

People conform to what they believe others like them are doing — show them accurate norms.

Why it works

Descriptive social norms (what most people do) and injunctive social norms (what most people approve of) both influence behavior through the mechanism of social comparison and conformity. When people overestimate how much others drink or underestimate how much others exercise, correcting that perception shifts behavior toward the true norm.

How to do it

1. Research the actual norm in your reference group for the behavior you want to change (how often do most people in your context exercise, save, etc.).
2. If you’re below the norm, use that knowledge as a calibrating anchor ("most people here do X").
3. Share the norm with others you’re working with — the messenger and the reference group must be credible.

Evidence

Social norm interventions have well-documented effects on energy use (Opower), alcohol reduction in college students, and tax compliance. Meta-analyses find small-to-moderate effects that can decay without follow-up. (rct)

The boomerang effect is real: people above the norm reduce when they see average behavior. Effective norm messages often include an approving signal (the checkmark in the Opower study) to counteract this.

Sources

• Schultz et al. (2007), "The constructive, destructive, and reconstructive power of social norms", Psychological Science
• Allcott (2011), "Social norms and energy conservation", Journal of Public Economics

Common mistake

Deploying negative norm messages ("many people don’t exercise") without an approving signal, which can make the bad behavior feel socially acceptable.