Have you ever wondered why you say hello when you’re introduced to someone or put on clothes before you leave the house? It’s not because you have to, dear readers. It’s because it’s the norm — the social norm, that is.
Social norms are a set of unspoken rules for acceptable behavior in a group or society. Behavior that’s outside of social norms may seem rude or offensive — or, at the very least, odd.
Think about the last time you ate at a restaurant. Did you eat your soup with a fork? Yell “Potty time!” when you got up to use the restroom? Or perhaps you helped yourself to your neighbor’s dessert? If you answered no to these questions, congratulations! You’re clearly an expert on social norms.
Social norms are everywhere, and they can be exceedingly useful in the realm of public health and health communication — you know, our very favorite realm. Studies have shown that social norms can influence health behaviors like eating habits and physical activity. Or take teen vaping: Teens who think it’s normal for their peers to vape are more likely to start doing it themselves.
These unspoken rules can help us understand, predict, and influence health behaviors. For example, this message challenges misconceptions and helps establish a healthier social norm: “Everyone is not doing it — in 2021, about 8 out of 9 high school students said they aren’t vaping!”
As health communicators, we can use the power of social norms to encourage healthy behavior change. So give it a try! After all, everyone’s doing it.
The bottom line: Harness the power of social norms to promote healthy behaviors.
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