Social norms are unwritten rules about the “correct” way of acting. They are defined in relation to a “reference group”—the group of people whose expectations matter to a given individual in a certain situation. A norm is a belief about what is “typical” behavior (what others do) and appropriate behavior (what others expect them to do).
Social norms are different from individual attitudes—and they can often conflict. For example, a woman may not want to have a child until she finishes her education (attitude), but she may not use contraception because her in-laws expect her to have a child right away (norm).
Norms are learned from infancy. Many norms, especially those related to gender and reproductive health, are established during early adolescence. As boys and girls grow up, the norms become more solidified. Thus, adolescence is a really important time to help young people reflect on social norms and challenge ones that may conflict with personal attitudes, beliefs, or desires.
Social norms have a strong influence on health and development. For example, gender norms can affect access to resources, reproductive intentions, and the ability of women and girls to make decisions about their own health. This can affect a range of development outcomes, including healthy timing and spacing of pregnancies.