Why Highlighting Negative Norms Makes Things Worse—And What To Do Instead

The temptation is real: when faced with a problem, we want to call attention to it in hopes that people will feel motivated to change. But when signs in national parks say thousands of people steal wood every year, theft actually goes up—tripling, in fact. This counter-intuitive effect is driven by the principle of negative social proof: showing that undesirable behavior is common unintentionally normalizes it, creating a spiral of permission instead of motivation.

The same mishap happens in everyday life—posters in hospitals that highlight high rates of missed appointments, or managers who decry poor attendance, only further encourage these behaviors. People interpret such messages as, 'Everyone else is doing it, so it's okay for me, too.'

An experiment in the Petrified Forest showed that when visitors were told that others commonly stole wood, theft soared. But when the message simply requested not to remove wood, emphasizing what is right and expected, the theft rate dropped.

From policy campaigns to classroom rules, the lesson is clear: never spotlight high rates of the behavior you’re trying to prevent. Always, where possible, reframe your message to encourage and normalize the desired action. This subtle but powerful switch is supported by robust behavioral science and can transform compliance outcomes.

Be on the lookout for those well-meaning but counterproductive messages that highlight how many people are doing the wrong thing. When you spot one, take the time to rewrite it or suggest a positive alternative, shifting the focus toward the majority who behave the way you want. Thank and acknowledge those who are setting the right example—your praise makes sticking with good habits feel rewarding. This small tweak to your communication can dramatically increase positive behaviors, so try scanning your signs and memos for negative social proof today.