Why do social norms matter in organisations?
In case you don't know, social norms are defined as unwritten rules of behavior shared by members of a specific group or society. They are informal, often implicit, and are generally accepted and followed by most people within that group.
These norms influence behaviors by establishing what is considered both typical (descriptive norms) and appropriate (injunctive norms)
In an organization for example:
-Descriptive Norm (What People Typically Do): Employees often arrive 10 minutes late to meetings because they observe others doing so, making it the unspoken rule
-Injunctive Norm (What People Are Expected to Do): Employees feel they should work late when their manager is still in the office, as they assume it’s expected to demonstrate commitment
It's important not to confuse norms with personal attitudes:
Personal attitudes reflect an individual’s private thoughts on a behavior, independent of others’ views.
In contrast, social norms are beliefs about what others in a reference group think and do, influencing behavior to align with group expectations.
To assess norms ask questions like “What do others in this community/group/team believe?”
If you are working on norms interventions, Unicef suggest the following to avoid:
-Assuming social norms are the only factor; consider other influences. -Highlighting negative behaviors, as this may unintentionally normalize them. -Imposing outside ideas in a top-down manner.
Remember to use these as thinking tools and to adapt them as needed for your context.
Developed by USAID Bill & Melinda Gates Foundation