Scaling Norms Change for Lasting Social Transformation: Exemplary Approaches and Insights

After decades of social and behavior change (SBC) programming, there is compelling evidence that norms matter and that planned interventions can shift them to bring about behavior change. Thus, shifting norms has emerged as a critical lever for lasting change, but translating that insight into scalable, sustainable practice remains an unfinished agenda. This panel takes up the challenge: What does it take to move from localized norms change to wide-spread, enduring shifts in norms? Bringing together three perspectives on scale, this session interrogates how large-scale, socially embedded systems, such as media, faith and community networks, as well as working in partnerships. Recognizing the need for stronger evidence to advance the agenda of scaling norms-shifting approaches within SBC practice, the final presentation will share insights on the next frontier of norm measurement and evaluation. The session will provoke reflection and debate on what "scale" truly means in the context of norms-shifting work: how we identify what works and design for it from the outset. The goal is to move the field beyond pilot success stories toward a new generation of SBC approaches that position norms change as both the means and marker of lasting social transformation.