Working with Birmingham University, we explored the possibility that a social norms approach could influence people’s dietary choices. Posters and table talkers in three sites gave suggestive, not directive messages, on the group norm of choosing and eating vegetables.
The results led to a 7% uplift in the purchase of meals with vegetables. One reason for this is people consider group norms to be a guide to correct behaviour; they like to ‘blend in’.
It goes to show that creating a healthier eating culture is much more than putting healthier dishes on the plate.