Social norms create opportunities for change for one thing, they are dinamic and constantly shifting (just think about fashion trends). Sustainable behaviors, such as buying second-hand or taking short shower, on the other hand, are often seen as lower or undesirable in status. In relation to social norms, one of the big challenges we face is creating a sustainable culture where so many unsustainable actions are considered perfectly normal and even something to strive for: driving alone, living in a very large home, eating foods that have traveled long distances, eating meat at every meal, having a weed-free green grass lawn, and continuously shopping for new consumer goods. Social proof of what is acceptable is a particularly powerful guide to behavior when the situation is ambiguous or new. They look for clues to what other people are doing in order to understand the appropriate behavior in a given situation. According to psychologist Robert Cialdini, people are constantly looking for “social proof” to guide their own behavior. offices where everyone must where must wear a suit). What is considered fully normal, even admirable, in one group may be met with disapproval in another (e.g., offices where casual dress is normal vs.
Social norms differ, depending on the group of people, community, or culture. Norms are not directly established instead, they develop over time as people go about their daily behaviors, sense people’s reactions to those behaviors, and observe what other people are doing. Social norms are the implicit social rules that govern behavior within a community.