Earlier this week I spent a day with Oxfam’s biggest cheeses, discussing how we should react to the rising tide of nationalism and populism (if you think that’s a Northern concern, take a look at what is going on in India or the Philippines). One of the themes that emerged in the discussions was how to engage with social norms – the deeply held beliefs of what is natural, normal and acceptable that underpin a lot of human behaviour, including how people treat each other and how they vote.
It’s pretty common to hear progressive types (in which category I include Oxfam) worry that while they have been busy having geeky conversations on the evidence on this or that intervention/project, or the case for this or that policy change, they have ignored the tide of disillusionment with politics-as-usual that underpins the rise of populism. We need to engage the public in a wider conversation aimed at encouraging progressive norms, or opposing exclusionary ones.
Fair enough, but what struck me is just how much would need to change for that to become reality. What would a ‘guide to shifting norms’ cover? Here are a few thoughts; please add your own.
There doesn’t seem to be much evidence on how to change norms. Eg what lies behind the increasing acceptance of the rights of people with disabilities? Or the age at which we deem chlldhood to end? Or even why dog owners routinely pick up their pooches’ pooh in my local park, something that was unimaginable a generation ago? How do deliberate attempts at change interact with the forces of demographic, technological or cultural change that also help drive norm shifts? This is one area where we really do need more research, both historical and current.