Does Social Norms Marketing Work In The Long Run? The Latest Study Says Yes

The latest study on social norms marketing for Michigan State University students over a 14 year period is highly encouraging.  From 2000 to 2014, high-risk drinking dropped significantly faster at MSU than it did for national trends:

• The percentage of MSU students who said they consumed eight or more drinks in one sitting dropped from nearly 28% to 16.5%, a 41% relative decrease.
• The percentage of MSU students who said they drove after drinking fell by 58% as well.
• Additionally, another forthcoming study found that the percentage of MSU students who said they drank on 10 or more days in the past month dropped from 24.1% to 13.4% by 2016, while it remained largely flat at the national level.

That is quite impressive.  Considering how MSU went from being consistently in The Princeton Review's list of top 20 "party schools" to no longer being on that list anymore, that really says something.

How does social norms marketing work?  Young people often falsely believe that their peers are drinking, smoking, vaping, toking, or using other substances much more than is actually the case, and they feel pressure to conform to such inaccurate norms.  This is called "pluralistic ignorance".  By simply setting the record straight about the actual numbers, it tends to reduce the use of such substances overall when the "reign of error" is corrected.  In contrast, moral panics exaggerate the levels of use, which tends to increase the use of such substances, in what is known as a "deviancy amplification spiral".

Most other studies agree on the effectiveness of the social norms approach.  The effects are quite robust and seem to occur fairly quickly in most studies.  So what about the handful of studies that seem to disagree?  It is true that poorly designed programs, unsurprisingly, do not work very well.  And for colleges and demographics in which heavy drinking is most entrenched, it stands to reason that it can take longer to show any effects, longer than the short time periods of most studies on the matter.  Attitudes generally have to change first before behavior does, as a rule.  But as we see, Michigan State is clearly an example of a formerly entrenched heavy drinking "party school" that did show massive declines in both high-risk drinking practices as well as drunk driving and the frequency of drinking.  And those declines were in fact quite long-term, continuing at least a decade and a half with still no signs of stalling.

(Looks like William DeJong was right the first time after all, even if the alcohol outlet density in college towns may moderate or confound the results in his later research on the subject.)

Social norms marketing is clearly a highly effective yet inexpensive way to reduce harmful alcohol and other substance use/abuse, and best of all, it does not violate anyone's civil rights or liberties at all.  In contrast, legalistic crackdowns and so-called "environmental management" programs like "A Matter of Degree" are expensive, authoritarian, intrusive, ageist, and can be quite difficult to implement in practice.  So what are we waiting for?

Most Young People Don't Vape, And Even Fewer Vape Regularly

Finally, an honest article about the teen vaping "epidemic", written by New York University (NYU).  Rather than fan the flames of moral panic, and increase teen vaping even further, they simply tell it like it is.  Based on the 2018 National Youth Tobacco Survey of middle and high school students:

• Over 80% of students, or more than 4 out of 5, did not use any tobacco or nicotine product at all in the past 30 days.
• Over 86%, or more than 6 out of 7, of students did not vape in the past 30 days.
• Only 3.6% of students, or fewer than one in 25, vaped regularly (i.e. on 20+ days per month), while
• A mere 0.4%, or one in 250, of tobacco-naive students vaped with that sort of frequency.
• All while combustible tobacco use is at a record low.

And that was in 2018, which was the year when the moral panic over teen vaping really began in earnest.  While the 2019 data for that survey showed a further increase in vaping since 2018, the full data had not been made public yet, so a detailed analysis could not be done as it was for 2018.

These are the kinds of articles that need to go viral, not the moral panic ones.  It's basically social norms marketing.  Young people often falsely believe that their peers are drinking, smoking, vaping, toking, or using other substances much more than is actually the case, and they feel pressure to conform to such inaccurate norms.  This is called "pluralistic ignorance".  By setting the record straight about the actual numbers, it tends to reduce the use of such substances overall.  In contrast, moral panics exaggerate the levels of use, which tends to increase the use of such substances, in what is known as a "deviancy amplification spiral".

Thus, the real public service message needs to be as follows: Over 4 out of 5 teens don't use tobacco or nicotine.  Over 6 out of 7 don't vape.  And even fewer vape regularly--24 out of 25 do not.  Join the majority!