Humans are copycats.

We look to others to guide our behaviour - what they say, how they act, and what they believe.

For this reason, social norms are a powerful tool. For many organisations, normalising a certain behaviour into the mainstream is a fundamental goal - but social norm theory is far more nuanced and wide-ranging than simply that.

In fact, the world of social norms is incredibly complex, often leaving people feeling confused as to how to access it for their own behaviour change challenge.

That's why TRA has distilled social norm theory into three distinct social norms to create the Norm Storming framework.‍

TRA has created a guide to help you:

• Understand the basics of social norms and how they dictate human behaviour
• Determine the social norms in play for your behaviour change challenge
• Be aware of common social norms 'traps' such as pluralistic ignorance or unconscious bias
• Identify real-world examples of social norms in action.