Social norms, social identities and the COVID-19 pandemic: Theory and recommendations

Abstract

Sustained mass behaviour change is needed to tackle the COVID-19 pandemic, but many of the required changes run contrary to existing social norms (e.g., physical closeness with ingroup members). This paper explains how social norms and social identities are critical to explaining and changing public behaviour. Recommendations are presented for how to harness these social processes to maximise adherence to COVID-19 public health guidance. Specifically, we recommend that public health messages clearly define who the target group is, are framed as identity-affirming rather than identity-contradictory, include complementary injunctive and descriptive social norm information, are delivered by ingroup members and that support is provided to enable the public to perform the requested behaviours.

Staying ‘Covid‐safe’: Proposals for embedding behaviours that protect against Covid‐19 transmission in the UK

“… Social groups have shared norms for how one should respond to risks (Spears, 2021 ). Establishing the normative character of risk protection measures, including behaviours such as use of safety checklists and wearing protective clothing, is key to their sustained enactment (Neville, Templeton, Smith, & Louis, 2021 ; Tunçgenç et al., 2021 ). …”

“…e.g., effect of shaping social norms on a range of Covid‐protective behaviours and environmental sustainability (Hargreaves, 2011 ; Neville et al., 2021 ; Pepper & Brebbia, 2012 ).…”

“…Building strong social norms around infection control behaviours such as physical distancing and mask wearing of the kind seen in some other countries. e.g., effect of shaping social norms on a range of Covid-protective behaviours and environmental sustainability (Hargreaves, 2011;Neville et al, 2021;Pepper & Brebbia, 2012).…”