The role of norms as a promoter of social change

Abstract Life in society revolves around social norms. These norms play a crucial role in regulating and influencing individuals’ behavior, both at the societal and individual levels. They offer a psychological framework that reduces uncertainty, guides behavior, and aids people in adapting to their social surroundings. Moreover, by observing prevailing social norms, individuals gain insights into societal trends that preserve cherished values and traditions across generations, thus mapping the dynamics of social stability and change. Social change is closely tied to shifts in these norms, which can occur at varying speeds, influenced by factors at multiple levels of analysis, including societal, group, and individual levels. In this article, I analyze the various concepts of social norms found in the literature, with a particular focus on their role in psychology. I describe the main sources of normative influence and illustrate, with multiple examples, how they operate in different social contexts. In this way, I address how these norms guide and facilitate participation in collective actions, their intergenerational transmission, and their role in the emergence of radicalization in social protest contexts. Furthermore, I delve into how group norms are linked to intergroup contact experiences involving both advantaged and disadvantaged group members, as well as the expression of prejudice and affective polarization. I conclude by emphasizing the necessity of adopting a multilevel approach to comprehend the connection between norms and social change.