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

We argue that the behavioral challenges posed by climate change are fundamentally problems of social influence. Behaviors that perpetuate climate change are often opaque in their consequences; thus, we look to others to infer how to act. Yet unsustainable behaviors, like driving and eating meat, are often the norm; conformity to such norms is a major hurdle to a more sustainable world. Nonetheless, we argue that social norms can also be a powerful lever for positive change. Drawing on two streams of recent research, we show that well-implemented social norm strategies can motivate positive steps even in the face of a negative current norm and even in individuals' private behavior absent the judgment of others. First, appeals to dynamic norms - information about change in others or trends in norms over time - can lead people to conform to the change itself, even if this change violates current norms. Second, framing normative appeals in terms of an invitation to work with others toward a common goal can increase the motivation to join in. Despite ubiquitous unsustainable norms, careful theory-based representations of social norms can help us make progress on climate change.

Automated summary

The challenges of behavioral changes caused by climate change are fundamentally issues of social influence. Behaviors that contribute to climate change are often unclear in their consequences, leading individuals to look to others for guidance on how to act. Despite unsustainable norms such as driving and meat consumption being prevalent, leveraging social norms can be a powerful tool for promoting positive change. Implementing strategies based on social norms can motivate individuals to take positive steps, even in the face of prevailing negative norms and when acting privately.