Understanding the existing social norms and culture was key in changing the littering behavior in Texas. The campaign targeted the culture of honor in Texas, framing the anti-littering message as 'Don't mess with Texas', which became a successful environmental campaign. The campaign tapped into the pride and identity of Texans, leading to widespread adoption and recognition of the message.
Whether it's shaking hands or which side of the road to drive on, social norms dominate the way we behave.
But when norms change suddenly, you get chaos.
Just ask Sweden.
If you'd like to hear more from today's expert, Matt featured in an episode in 2021 called Neuromarketing — how brands target your brain. Check it out!