One of the most reliable discoveries from decades of social psychology research has been the principle of ‘social proof’. Basically, this principle suggests that when deciding how to behave in an uncertain situation most people simply copy the behavior of other people around them. Or to put it in slightly stuffier words:
When confronted with a situation in which the proper behavioral response is unclear, a person’s most potent behavioral clues will come from the observed behavior of similar others.
This discovery has been lurking within social psychology text books for decades, but has never been more relevant than today – especially for those of us who hope to help inspire a more sustainable brand of capitalism in today’s uncertain economy.
PROBLEM: The social innovator’s dilemma
For advocates, social proof of sustainability is abundant. We read books and articles about sustainability. We attend conferences on the subject. We even sometimes force ourselves to watch gut-churning documentaries about melting ice caps, drowning polar bears and the like. Through all of these experiences we are constantly bombarded with images of admirable folks who model sustainable behavior in uncertain situations.
But, let’s face it: for the vast majority of the mainstream public, such ‘social proof’ for sustainability is sorely lacking. In today’s information-saturated world of shiny flat screen TV’s, social media mash-ups, and smart phone apps, we are constantly bombarded with an infinity of choices for how to spend the currency of our limited time and attention. As such, our subjective day-to-day experience of the world, is shaped by millions of (mostly unconscious, habitual) choices…and for the uninitiated, these choices have little or nothing to do with sustainability.
And here we find the real crux of the problem, that insidious question which every aspiring change agent must eventually confront:
How can we possibly deliver convincing ‘social proof’ for the urgency of sustainable behavior among a mass of mainstream folks who, as of yet, have very few positive role models ?
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The link of the full article is not active anymore. Can I read the full article in another way?
k.r.