The dynamics between societal and individual expectations, beliefs and preferences play an elemental role in shaping behaviour. There are several cognitive and behavioural biases that hinder people’s motivation, ability or even opportunities to perform various actions. Social norms can be leveraged within such behaviour change interventions to positively influence and create impact! The study of social norms intersects with behaviour science at many points: norms signal appropriate behaviour and set behavioural expectations or rules within a group of people. They are also key to many behaviour change interventions, especially when the goal is en masse, sustained behaviour change. Using a 360-degree behaviour change approach with a combination of communication and non-communication interventions can have the desired results.

In this webinar, hosted by the South Asia Social Norms Learning Collaborative (SA-SNLC), the panellists discussed the ways in which social norms influence and regulate behaviour, and shared insights that can be drawn from behavioural science on the subject of norm change.