Change Social Norms: Introduction

Social norms are standards of behavior that prevail in our culture. They are shaped either consciously or unconsciously by our parents’ attitudes and beliefs, peer influences, school rules, law enforcement policies, religious affiliations, cultural traditions, the mass media, advertising, and marketing practices. These behavioral standards affect all of us, but they have a particularly strong effect on young people who are gaining independence, testing boundaries, and striving to fit in.

Social norms prevention strategies are an environmental approach that has both a common sense and a scientific appeal. The underlying ideas that support social norms prevention strategies are straightforward.

• Individual behavior is influenced by perceptions of what other people accept and expect, and how they behave.
• Individual perceptions of what others accept, expect, and do, with regards to substance use and other potentially harmful behaviors, are often inaccurate. We often assume that others are more accepting of negative behaviors than they actually are, and that they engage in more negative behaviors than they actually do.
• Correcting individuals’ misperceptions of other’s behaviors and attitudes will strengthen individuals’ feelings that their own desire to resist negative behaviors is in fact normal and is shared by the majority of other people. This new perception will increase feelings of social support for positive behaviors, and increase the prevalence of those positive behaviors.

The central tenet of social norms theory is that correcting misperceptions is likely to result in decreased problem behavior and increased prevalence of healthy behaviors. Extensive research has shown that peer influences are based more on what we think our peers believe and do (i.e., the perceived norm) than on their real beliefs and actions (i.e., the actual norm). By presenting information that is correct and accurate about peer group norms in a believ­able fashion, the mythology of the perceived norm is abandoned and the healthier actual norm is adopted. Ultimately, this leads to more healthy attitudes and behaviors.

The following strategies and approaches are highlighted in this section:

• Correct misperceptions to decrease problem behavior and increase prevalence of healthy behaviors.
• Pressure television and radio broadcasters to stop carrying alcohol ads that target youth, and to carry counter-ads that accurately portray the effects of alcohol.
• Restrict alcohol sales at fundraising events attended by underage youth, and restrict alcohol industry sponsorship of community events.
• Promote alcohol-free events.
• Educate and work with retailers throughout the county to eliminate reduced-price alcohol promotions or happy hours.

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