Within Identity
Why groups can make change feel normal
Groups can make healthier actions feel normal, expected, and easier to repeat when belonging supports the behaviour.
On this page
- How belonging shapes everyday choices
- When group identity supports healthier behaviour
- When social identity keeps old habits in place
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Introduction
Self-improvement is often described as a matter of individual willpower, routines or motivation. Yet a large body of research suggests that behaviour is also shaped by something more social: the groups people identify with and the norms those groups make visible. People do not merely choose behaviours because they seem useful. They often adopt, defend or reject behaviours because those actions communicate membership in a group that matters to them. When a healthy behaviour becomes part of “what people like us do”, it can feel normal, expected and easier to maintain. When an unhealthy behaviour is tied to group identity, change can feel like distancing oneself from the group itself. [The Australian National University]researchportalplus.anu.edu.auThe Australian National University Social IdentityThe Australian National UniversitySocial Identity - The Australian National Universityby SA Haslam · 2020 · Cited by 42 — Social identity…
This matters for self-improvement because it shifts attention from the isolated individual to the social environment. Evidence from a 2024 systematic review and meta-analysis found a small but consistent positive association between social identification and health-related behaviour, with stronger effects when the group identity itself was linked to health-promoting norms. [ScienceDirect]sciencedirect.comScienceDirectSocial identity and health-related behavior: A systematic…by N de Hoog · 2024 · Cited by 43 — This paper examined the rel… [PubMed]pubmed.ncbi.nlm.nih.govidentity and health-related behavior: A systematic…by N de Hoog · 2024 · Cited by 44 — This paper examined the relationship between so…
How belonging shapes everyday choices
Social identity refers to the part of a person’s self-concept that comes from belonging to social groups. These groups may be formal, such as sports clubs, workplaces and recovery programmes, or informal, such as friendship circles, neighbourhoods or online communities. When a particular identity becomes important, people tend to align their behaviour with what they perceive to be the group’s norms. [The Australian National University]researchportalplus.anu.edu.auThe Australian National University Social IdentityThe Australian National UniversitySocial Identity - The Australian National Universityby SA Haslam · 2020 · Cited by 42 — Social identity…
This process operates in ordinary situations. A person joining a walking group may begin taking daily walks not simply because exercise is beneficial, but because walking is what group members do together. Someone in a workplace where lunch breaks involve a short walk may find movement easier to sustain than someone whose colleagues remain at their desks. In both cases, behaviour is reinforced by belonging rather than by constant self-control.
Research on social identity and norm adherence suggests the relationship works in both directions. Strong identification with a group increases adherence to its norms, while acting in line with those norms can further strengthen identification with the group. In practice, this creates feedback loops: participation increases belonging, and belonging increases participation. [BPS PsychHub]bpspsychub.onlinelibrary.wiley.comBPS PsychHubThe reciprocal relationship between social identity and…14 Feb 2023 — Not only does social identity promote norm adherence…
This helps explain why some habits feel effortless within one social setting and difficult in another. The behaviour itself may be identical, but its social meaning changes.
When group identity supports healthier behaviour
Healthy behaviour becomes easier when a valued group treats it as normal, desirable and expected. The most effective influence often comes not from pressure or instruction but from a shared sense of “people like us do this”.
Several patterns appear repeatedly in the evidence:
- Physical activity becomes more sustainable when linked to group membership. Research applying social identity theory to exercise shows that identification with active groups can increase participation, enjoyment and persistence. Exercise becomes a social activity rather than a solitary obligation. [PMC]nih.govPMC5603625PMCA Social Identity Approach to Understanding and Promoting …by M Stevens · 2017 · Cited by 209 — The social identity approach provide…
- Health-related identities have stronger effects than generic identities. The 2024 meta-analysis found that identities directly connected to health behaviours showed stronger associations with health outcomes than broader social identities. A person who identifies as a runner, cyclist or member of a fitness community receives clearer behavioural guidance than someone who merely identifies with a large social category. [ScienceDirect]sciencedirect.comScienceDirectSocial identity and health-related behavior: A systematic…by N de Hoog · 2024 · Cited by 43 — This paper examined the rel…
- Shared identity can improve support and accountability. Group-based behaviour change programmes often work partly because members see each other as part of a common “us”. Recent work on group-based interventions argues that fostering shared identity helps established behaviour-change techniques work more effectively. [PubMed]pubmed.ncbi.nlm.nih.govidentity and health-related behavior: A systematic…by N de Hoog · 2024 · Cited by 44 — This paper examined the relationship between so…
An important implication is that belonging can reduce decision fatigue. If the group’s norm is to attend the weekly training session, prepare healthy meals or avoid smoking, individuals spend less effort repeatedly debating the behaviour. The action is already socially defined as appropriate.
Why perceived norms can matter more than reality
People do not always respond to actual group behaviour. They often respond to what they believe the group does.
This distinction has practical importance because people frequently overestimate unhealthy behaviour and underestimate healthy behaviour. Public-health researchers have long studied “social norms” approaches that correct these misperceptions. Instead of warning people about unhealthy conduct, these approaches highlight the healthier behaviours that are already common within a group. [YHPHN]yhphnetwork.co.ukYHPHNThe Social Norms ApproachMarch 11, 2019 — The social norms approach focuses on positive messages about healthy behaviours and attitudes that are common to most pe…
For example, students may assume heavy drinking is more widespread than it really is. If most students actually drink moderately, communicating that reality can reduce pressure to conform to an exaggerated image of campus culture. The mechanism is not simply information. It is a correction of what people think their group expects.
This helps explain why self-improvement advice that focuses exclusively on personal goals can miss an important factor. Individuals often compare themselves to their reference groups. The question is not only “What do I want to do?” but also “What do people like me do?”
When social identity keeps old habits in place
The same processes that support healthy change can also preserve unhealthy behaviour.
Groups can attach positive meaning to behaviours that carry health costs. Smoking provides a clear historical example. Researchers have documented how tobacco marketing and social influence helped establish smoking as a socially accepted practice in many communities and demographic groups. Once smoking became linked to belonging, status or adulthood, quitting required more than understanding health risks. It often required renegotiating identity. [Tobacco Control]tobaccocontrol.bmj.comTobacco companies manipulated social norms to establish smoking as a socially accepted practice and encourage uptake among all population…
Studies of smoker identity illustrate this challenge. For some people, smoking is not merely a habit but part of how they understand themselves and their social relationships. Attempts to stop smoking can therefore create feelings of social loss, exclusion or identity conflict. [UCL Discovery]discovery.ucl.ac.ukMichie pub pdfTo identify potential targets for smoking cessation interventions in young adults…Read more…
Similar dynamics appear elsewhere:
- Friendship groups may normalise excessive drinking.
- Workplace cultures may celebrate overwork and sleep deprivation.
- Family traditions may revolve around eating patterns that individuals are reluctant to challenge.
- Online communities may reward behaviours that undermine health while presenting them as symbols of loyalty or authenticity.
In these situations, resistance to change is not always resistance to the behaviour itself. It may be resistance to the social consequences of change.
Why changing groups can sometimes be easier than changing motivation
One lesson from social identity research is that behaviour change is often more successful when people gain access to new identities rather than simply trying to suppress old ones.
A person attempting to become more active may struggle if their primary social environment discourages exercise. Joining a recreational sports club, walking group or fitness community introduces a different set of expectations. Instead of relying entirely on motivation, the person enters a context where the desired behaviour is already normal.
Research on social identity and health repeatedly points to the protective value of meaningful group memberships. Shared identities can provide social support, increase engagement and make health-promoting actions feel aligned with who a person is. Groningen Research Portal [Cambridge University Press & Assessment]cambridge.orgUniversity Press & Assessment16Cambridge University Press & Assessment16 - Changing Behavior Using Social Identity ProcessesThis chapter outlines the potential of socia…
This does not mean abandoning existing relationships whenever a habit proves difficult. It means recognising that behaviour is partly social. Sometimes the most effective change is not asking, “How can I become more disciplined?” but asking, “Which groups make this behaviour feel ordinary?”
What this means for self-improvement that works
The contrast between identity change and behaviour design is often presented as a choice. Social identity research suggests they interact. Behaviour design influences what people do today, while group identity influences what feels natural to keep doing tomorrow.
For lasting change, healthy actions benefit from becoming socially reinforced rather than merely personally intended. A person is more likely to continue a behaviour when it fits a valued group’s norms, receives social approval and contributes to a sense of belonging. Conversely, behaviours tied to important group identities can be remarkably resistant to change even when individuals understand their disadvantages. [ScienceDirect]sciencedirect.comScienceDirectSocial identity and health-related behavior: A systematic…by N de Hoog · 2024 · Cited by 43 — This paper examined the rel… [BPS PsychHub]bpspsychub.onlinelibrary.wiley.comBPS PsychHubThe reciprocal relationship between social identity and…14 Feb 2023 — Not only does social identity promote norm adherence…
The practical insight is simple: habits do not exist in isolation. They are embedded in social worlds. When healthier behaviour becomes part of a shared identity, it often stops feeling like a constant act of self-improvement and starts feeling like the normal thing to do. PMC [Cambridge University Press & Assessment]cambridge.orgUniversity Press & Assessment16Cambridge University Press & Assessment16 - Changing Behavior Using Social Identity ProcessesThis chapter outlines the potential of socia…
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Endnotes
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Source: sciencedirect.com
Link: https://www.sciencedirect.com/science/article/pii/S027795362400073XSource snippet
ScienceDirectSocial identity and health-related behavior: A systematic...by N de Hoog · 2024 · Cited by 43 — This paper examined the rel...
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Source: cambridge.org
Title: University Press & Assessment16
Link: https://www.cambridge.org/core/books/handbook-of-behavior-change/changing-behavior-using-social-identity-processes/337997BD9CAEC07E7A15B4C16A18546ASource snippet
Cambridge University Press & Assessment16 - Changing Behavior Using Social Identity ProcessesThis chapter outlines the potential of socia...
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Source: cambridge.org
Title: University Press & Assessment Social Identity Interventions (Chapter 44)
Link: https://www.cambridge.org/core/books/handbook-of-behavior-change/social-identity-interventions/B967A5A5E4F61C3929EAEE0CF8B388B0Source snippet
Cambridge University Press & AssessmentSocial Identity Interventions (Chapter 44) - The Handbook...This chapter describes an evidence-ba...
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Source: yhphnetwork.co.uk
Title: YHPHNThe Social Norms Approach
Link: https://www.yhphnetwork.co.uk/media/2141/social-norms-approach-smoking-alcohol.pdfSource snippet
March 11, 2019 — The social norms approach focuses on positive messages about healthy behaviours and attitudes that are common to most pe...
Published: March 11, 2019
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Source: cambridge.org
Link: https://www.cambridge.org/core/books/social-scaffolding/social-identity-approach-to-health/22C5C57474D57EEA04644D1281D6888BSource snippet
Cambridge University Press & AssessmentThe Social Identity Approach to Health (Chapter 4)The key point to take from this model is that th...
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Source: dictionary.cambridge.org
Link: https://dictionary.cambridge.org/dictionary/english/socialSource snippet
| English meaning - Cambridge Dictionary7 days ago — SOCIAL definition: 1. relating to activities in which you meet and spend time with o...
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Source: sciencedirect.com
Link: https://www.sciencedirect.com/science/article/pii/S2590291125008952Source snippet
Social norms structure underlying health behaviors...by C Ogland-Hand · 2025 — Social norms play an important role in understanding heal...
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Source: researchportalplus.anu.edu.au
Title: The Australian National University Social Identity
Link: https://researchportalplus.anu.edu.au/en/publications/social-identity/Source snippet
The Australian National UniversitySocial Identity - The Australian National Universityby SA Haslam · 2020 · Cited by 42 — Social identity...
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Source: pubmed.ncbi.nlm.nih.gov
Link: https://pubmed.ncbi.nlm.nih.gov/38330634/Source snippet
identity and health-related behavior: A systematic...by N de Hoog · 2024 · Cited by 44 — This paper examined the relationship between so...
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Source: bpspsychub.onlinelibrary.wiley.com
Link: https://bpspsychub.onlinelibrary.wiley.com/doi/10.1111/bjso.12635Source snippet
BPS PsychHubThe reciprocal relationship between social identity and...14 Feb 2023 — Not only does social identity promote norm adherence...
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Source: pubmed.ncbi.nlm.nih.gov
Link: https://pubmed.ncbi.nlm.nih.gov/38965643/Source snippet
PubMedDevelopment of a group-based behaviour change...by S Moghadam · 2024 · Cited by 3 — This article outlines a new approach to design...
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Source: tobaccocontrol.bmj.com
Link: https://tobaccocontrol.bmj.com/content/31/2/358Source snippet
Tobacco companies manipulated social norms to establish smoking as a socially accepted practice and encourage uptake among all population...
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Source: discovery.ucl.ac.uk
Title: Michie pub pdf
Link: https://discovery.ucl.ac.uk/1454422/1/Michie_pub_pdf.pdfSource snippet
To identify potential targets for [smoking cessation]({{ 'quit-incentives/' | relative_url }}) interventions in young adults...Read more...
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Source: pubmed.ncbi.nlm.nih.gov
Link: https://pubmed.ncbi.nlm.nih.gov/40105110/Source snippet
relationship between habit and identity in health...by L Zhu · 2025 · Cited by 9 — This meta-analytic review aimed to synthesize the eff...
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Source: pubmed.ncbi.nlm.nih.gov
Link: https://pubmed.ncbi.nlm.nih.gov/40983670/Source snippet
Nat...Rea...
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Source: pubmed.ncbi.nlm.nih.gov
Link: https://pubmed.ncbi.nlm.nih.gov/41143785/Source snippet
identity processes affect objectively measured...by T Cruwys · Cited by 1 — Objective: A systematic review (CRD42023422237) examined the...
Additional References
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Source: researchgate.net
Link: https://www.researchgate.net/publication/368509360_The_reciprocal_relationship_between_social_identity_and_adherence_to_group_normsSource snippet
The reciprocal relationship between social identity and...17 Feb 2023 — We proposed a reciprocal relationship between social identificat...
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Source: researchgate.net
Link: https://www.researchgate.net/publication/377935190_Social_identity_and_health-related_behavior_A_systematic_review_and_meta-analysisSource snippet
Social identity and health-related behavior: A systematic...16 Feb 2024 — Social identity and health-related behavior: A systematic revi...
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Source: visualize.jove.com
Link: https://visualize.jove.com/38330634-social-identity-and-health-related-behavior-a-systematic-review-and-meta-analysisSource snippet
JoVE VisualizeSocial identity and health-related behavior: A systematic...Jan 8, 2020 — This paper examined the relationship between soc...
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Source: crd.york.ac.uk
Link: https://www.crd.york.ac.uk/PROSPERO/view/CRD42023422237Source snippet
will describe main characteristics and the effect of social identity operationalisations on objectively measured physical health outcomes...
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Source: academia.edu
Title: A Social Identity Approach to Understanding and Promoting Physical Activity
Link: https://www.academia.edu/36846192/A_Social_Identity_Approach_to_Understanding_and_Promoting_Physical_ActivitySource snippet
(PDF) A Social Identity Approach to Understanding and...11 Oct 2025 — The social identity approach provides a valuable framework from wh...
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Source: research.ou.nl
Link: https://research.ou.nl/en/publications/social-identity-and-health-related-behavior-a-systematic-review-a/Source snippet
Open Universiteit research portalSocial identity and health-related behavior: A systematic...by N de Hoog · 2024 · Cited by 45 — This pa...
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Source: research.rug.nl
Title: social identity health and well being an emerging agenda for appl
Link: https://research.rug.nl/en/publications/social-identity-health-and-well-being-an-emerging-agenda-for-appl/Source snippet
Groningen Research PortalSocial Identity, Health and Well-Being: An Emerging...by SA Haslam · 2009 · Cited by 2246 — These themes addres...
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Source: researchportal.hw.ac.uk
Title: Stevens2017 Article ASocialIdentityApproachToUnder
Link: https://researchportal.hw.ac.uk/files/55463082/Stevens2017_Article_ASocialIdentityApproachToUnder.pdfSource snippet
Heriot-Watt Research PortalA Social Identity Approach to Understanding and Promoting...by M Stevens · 2017 · Cited by 199 — In partic- u...
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Source: ovid.com
Title: Social Identity Processes Affect Objectively
Link: https://www.ovid.com/journals/hepsy/fulltext/10.1037/hea0001552~social-identity-processes-affect-objectively-measuredSource snippet
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Source: karger.com
Title: Group Identity and Ingroup Bias The Social
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Group Identity and Ingroup Bias: The Social Identity...3 Sept 2021 — This article discusses the social identity approach (social identit...
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