A powerful and emotional idea, executed with such respect. Remembering victims of gun violence, while also harnessing this emotion toward clear action. #unforgotten
As perfectly demonstrated in this classic group think experiment from the 60’s, the desire of humans to conform is irresistible.
There continues to be great opportunity to drive positive behaviour change using the power of social norms.
Of course, on the flip side, it brings out the worst in our humanity as well – the mob unleashed.
Apple provides a simple lesson in the power of social proof. Coming under increasing competition from competitors like Android, they are celebrating a core strength of their brand. Here they remind us that “every day, more photos are taken with the iPhone then any other camera”. Not just phones, but any other camera. That simple statement grounded in fact is incredibly persuasive. We’re influenced by what we think everyone else is doing – so if you already have an iPhone, you feel rewarded. And if you don’t, you can’t help but wonder why. It’s human nature to want to do what everyone else is doing (even though we don’t like to admit it).
Health promoters and social marketers could do well to consider more opportunities to leverage the power of social norms in their communication strategies. For example, if only more people (e.g. students) knew that binge drinking was not the norm at their university – imagine the good that could come from it.