How Changing Social Norms Is Crucial in Achieving Gender Equality

"[T]his is what we need: Collective behaviour to make changes that make the world a more equal place." - Nafissatou J. Diop

An understanding of the conceptual background of social norms and norms change provides a schematic - a skeleton outline - for social transformation. This United Nations Population Fund (UNFPA) compendium presents some promising strategies for changing social norms and achieving gender equality. It shares tested processes of social norms change and a programme design framework, as applied to programming to end female genital mutilation (FGM). These processes are iterative, simultaneous, and self-reinforcing and can be applied to other thematic areas of sexual and reproductive health and rights (SRHR).

First, the report considers briefly the difficulty of separating "social norms" from "gender ideologies and rules", which is due to the fact that (i) gender ideologies and rules are social norms per se, (ii) gender norms affect all other social norms, and (iii) almost all other social norms have an impact on the balance of power between males and females. These factors make it difficult to apply "gender" to "social norms theory", as though they are separate. Even in situations where gender does not appear to be an issue, it has the potential to be so and has to be taken into account.

The compendium examines the social dynamics of normative human behaviours not only through theoretical/academic routes, but also through concrete examples of situations faced by individuals and communities whose behaviours can be affected by the belief that others expect us to behave in a certain way, particularly when upholding traditions and culture. For instance, one case study describes the dilemma faced by Khadija, a devout Muslim mother in Sudan who would like to begin the process of change by not cutting her daughter and is willing to change, but she fears social sanctions. It highlights the lack of communication between Khadija and others who would like to change, and the fact that, if everybody behaved as Khadija would prefer to behave, all would benefit.

As illustrated by this example, applying certain game theory principles has helped in gaining an understanding of how change can be leveraged through reflection on the "games" of reciprocal human interactions. The social expectations surrounding normative behaviour are a major obstacle for those who might otherwise wish to abandon a discriminatory norm. The main challenge is hidden gender and power dynamics, the socially constructed gender roles that uphold related behaviours, and the obstacles to girls' and women's acquisition - or not - of capabilities that lead to the exercise of agency.

More specifically, barriers to social norm change explored in the compendium include:

• The power of social expectations and the drive to belong can be strong. There is often limited incentive for a single person to deviate unilaterally. People may comply with norms even when these contradict their personal beliefs.
• Many people may have a vested interest in upholding discriminatory norms because they maintain inequalities in access to resources and power.
• Social norms can be upheld not only through behaviour rules in everyday life but also by wider social institutions, such as organised religion, traditional social structures, education systems, and the media.
• The social reaction to non-conformity to a social norm is generally negative and may range from slight displeasure to active and even extreme punishment.
• In light of possible negative consequences of change, there may be unwillingness to change unless there is a benefit that is equal to or more than the status quo.
• Individuals may incorrectly believe that most members of their social group support a given behaviour because they see others conforming to it ("pluralistic ignorance"). Also, people may not be able to imagine other ways of doing things.

However, social transformation is possible. Two possible overlapping processes for change are identified: (i) the abandonment of a maladaptive norm, first through value deliberations and the further creation of a new norm (often contrary to the original norm, for example cutting or not cutting); and (ii) conversely, the creation of a new positive norm at first, and further or concurrent destabilisation of the original discriminatory norm. For each of these two options, diverse stages of change can be considered. As the authors put it: "It is evident that, when a holistic, respectful approach, engaging communities and wider society, is taken to end problematic social norms, progress is also made in weakening unequal social systems, bolstering women's agency and increasing gender equality."

The authors note that the process of social norms change is mainly a collective process: No individual can change on their own without ending in a worse situation. The figure below depicts a resonance and amplification movement for social and gender norms transformation, where collective action and public commitment are central.

The idea is that, if individuals have increased opportunities and safe spaces to present their arguments and platforms for values deliberations, the new behaviour will be adopted faster. For example, through facilitated discussion, it becomes possible to conclude as a group that, for example, "keeping girls intact" is a better way to achieve the shared value of doing the best for the girls, the family, and the community. Moreover, it allows individuals to see that others may join them in taking on the new behaviour. This process results in increased solidarity in, and confidence and agency about, adopting the new norm among an entire group. In addition, as long as FGM, or any other maladaptive norm, is not addressed as a standalone issue and, instead, calls into question the different treatment of boys and girls, discussions and awareness-raising sessions within communities and institutions can improve gender equality at all levels.

A technical brief, published on April 29 2021, summarises the compendium. Both documents present promising strategies, tested approaches, and practical examples of social norm change.

Click here for the compendium in English (66 pages, PDF).
Click here for the compendium in French (67 pages, PDF).
Click here for the compendium in Spanish (67 pages, PDF).
Click here for the compendium in Turkish (66 pages, PDF).
Click here in order to download the 9-page technical brief in English, French, or Spanish.