Citizens behavior is influenced much more strongly by their social environment than often assumed, according to research conducted by the Social and Cultural Planning Office (SCP) in collaboration with Utrecht University. Policymakers often assume a rational, individual citizen who makes decisions independently. The research shows that this view is too limited and that policy is more effective when it takes into account social groups, shared values, and social norms.
People do not make choices in isolation. The groups we belong to – such as family, friends, colleagues, neighbors, and like-minded individuals – guide what we find important, how we behave, and how we see ourselves.
The SCP and UU knowledge note Social Thinking and Doing shows that social factors are essential for understanding human behavior. They determine, among other things:
- Our identity: people derive meaning, self-worth, and behavioral frameworks from the groups they feel connected to.
- Moral values: what we see as ‘good’ or ‘responsible’ is largely shaped within social groups.
- Social norms: people look at what relevant and important others do and think, especially in uncertain situations.
Dominant view of humans in policy does not match reality
Previous SCP research shows that policy is often based on the image of the rational, autonomous, and responsible citizen. The implicit assumption is that people make the right choice independently when well informed. This view is only partially correct; it overlooks how strongly people are influenced by their social environment.
Target groups in policy are often classified by age, education, or place of residence. But whether people actually feel addressed depends mainly on whether they socially identify with the group the policy targets. “One 50-plus person is not the same as another” – and this applies to almost all policy target groups.
“The individual as a person exists in policy, but in real life the person mainly exists in relation to others,” says researcher Marieke Vermue. “If you want to make effective policy as a policymaker, it is important to understand the social context in which people live. Because social groups and shared values and norms influence their behavior.”
What does this mean for policy?
The knowledge note offers policymakers two action perspectives:
1. More effective communication by making social identities and norms visible
Policy can better connect by showing what many others (within relevant groups) already do;
correcting misperceptions about what is ‘normal’ and having messages delivered by people from the citizens’ own group. This strengthens motivation and contributes to support.
2. Designing policy from shared responsibility
Currently, emphasis is often placed on autonomy and self-direction of people. But this can unintentionally lead to individualistic or calculating behavior. By viewing citizens as social beings, space arises for policy that focuses on shared moral ideals, collective motivation, connectedness, and care for each other. This helps formulate more realistic assumptions about behavior and increases policy effectiveness.
Use social knowledge structurally
Citizens are not isolated islands but social beings. It is therefore important to broaden the human image in policy. By focusing on shared norms, values, and connectedness, policy better aligns with people’s living environment – and thus has more effect. This was, for example, the case in communication about coronavirus vaccinations. There, it was mapped whether citizens needed more accessible information about the vaccine and which groups distrusted government information. The communication strategy was then adjusted to the concerns and motivation of specific target groups to get vaccinated or not.