Social Norms marketing is based on the theory that people’s behavior is influenced by their perceptions of how they think others are behaving “normally” or “typically.” Research has shown that people’s behavior follows what we think the majority of others are doing. Using social norms marketing to inform people that the majority of their peers do NOT smoke, drink alcohol, drink and drive helps to reduce the likelihood that they will.
Research shows over 80% of Broward County Students choose not to Drink. Marketing this information reduces the likelihood that students will begin to drink alcohol and can reduce use if they have already begun using this drug.
Social Norms Marketing – listed by the The New York Times Magazine as one of the most significant ideas!
DPI uses Social Norms marketing in many areas of prevention to shift people’s behaviors, attitudes or opinions: smoking tobacco, alcohol (see Project Brain webpage ), driving and texting, sexual activity, drug use, violence, and bullying. One Broward County school to be celebrated for piloting social norms marketing is Everglades High School – check out this example of their work!