How social norms are often a barrier to addressing climate change but can be part of the solution

Published in: Behavioural Public Policy - October 2021

Written by

Gregg Sparkman, Lauren Howe and Greg Walton

Summary

What we found: When organizations use appeals to social norms, for example, ‘65% of people are doing x’, these appeals have a stronger impact when they are framed in psychologically savvy ways. Emphasizing that norms are changing (for example, ‘More and more people are doing X’) or that norms are an opportunity to work with others on a common goal (for example, inviting people to ‘Join in!’ and ‘Do it together’) makes appeals more effective.

Why it matters: Organizations often use appeals to social norms to encourage employees to behave in a certain way, for example to encourage recycling or adhering to safety rules during the pandemic. These appeals are more likely to be effective when incorporating psychologically smart strategies, such as highlighting change in norms or emphasizing a common goal.

What next: In campaigns to try to change employee behavior, companies should highlight the growing number of employees who opt for these behaviors and/or the collective nature of these efforts by inviting employees to join in with their co-workers and contribute toward the greater good.