The Other Sociologist

Public campaigns often focus on negative emotions and social norms to encourage people to comply with rules and laws, but the outcome is not always measured. This can sometimes lead to weak outcomes. For example, the 2021 Australian Government campaign, “Do the right thing” (below), encourages the public to take care of our environment. While this campaign is iconic to multiple generations, there is little evidence to show this campaign alone has decreased littering. In fact, other studies find that concurrent strategies lead to reduced waste, such as community education on recycling alongside and providing recycling bin and kerbside collection service.

In 2008, the Australian Government released a series of graphic television, bus, and other advertising showing drunken teenage girls being sexually assaulted, a car accident with a teenage male driver, and boys fighting, with the tagline “Don’t turn your night out into a nightmare.” The central message used in marketing was “Binge drinking can lead to injuries and regrets.” More recent campaigns target parents. In late 2024, the Western Australian (WA) Government “We all need to say no” campaign reinforces that the majority of parents don’t allow their children to drink

Academic studies and campaign evaluations of these advertisements show that, while people understand the message (kids shouldn't drink), there is no evidence these ads resulted in fewer children binge drinking.

This is why social scientists emphasise the need to test both the message, and its behavioural outcome. Norms require both group approval and disapproval, as well as enforcement (lots of people doing the desired behaviour, and calling out others who do not).

Professors Cary L. Cooper and Jonathan Michie argue that "to understand today’s world requires the social sciences. As does effective intervention to shape our future."

Writing for the Academy of Social Sciences UK, they show why we need evidence-based policy that draws on social science. The social sciences are pivotal to predicting and influencing the world's biggest problems, from the climate crisis, to ending armed conflicts, to improving communities, governments, and organisations:

"Social scientists analyse and describe how society functions and develops… The great challenges facing society today needs a strong social sciences community to analyse, educate, and advise."

Sociologists work in many rewarding fields, from diversity policy, to management, to coordination, to emergency planning, to health, to social services and more. What these jobs have in common is the opportunity to make a positive influence on people's lives.

In 'Applied Sociology for Social Work,' Ewan Ingleby writes:

"When I worked in social work I would ask myself why the individuals I encountered were so needy. Was it because ‘this is just the way it is’ or have social factors moulded these individuals in profound ways? Sociology gives us key answers to these questions. Moreover, social work is a fine profession. Those who are working as social workers are attempting to influence the physical, intellectual, emotional and social development of all those that they are working with. The challenges in the profession can be significant as the complexity of those we are working with as social workers can be immense. If, however, we do make a positive difference to the lives of those we are working with, we have fulfilled our professional objectives and sociology is a subject that can help us to realise this goal."

Learn more about applied sociology careers on Sociology at Work.

Measuring Public Information Campaigns

Many public information campaigns rely on social norms, but the behavioural impact of these advertisements are not always tested. This sometimes means that we don’t know if the messages are having a positive result. It might also lead to unintended outcomes.

Social science can ensure messages are effective. We can target the most relevant social norm to the desired behaviour, and then measure behavioural change.

An environmental study shows that injunctive norms can stop people from doing the wrong thing, but only when the bad behaviour is described negatively. In this case, telling visitors “don’t take the wood” reduced stealing from a national park. Telling visitors that many people have stolen wood in the past and caused damage to the park led to more theft. This made it seem as if stealing was normal

This study shows it’s important to test communications. Reminding people about what is commonplace can backfire, even when the behaviour is bad. If everyone else is stealing, why shouldn’t I?

A health study shows that injunctive norms impact binge drinking. Young people who personally approve of excessive drinking, and who believe their friends and parents would approve, are more likely to drink heavily. They were not influenced by other students or others of the same gender.

This study shows that understanding the most influential people of specific groups requires testing. Many advertisements target parents as role models, and same-age peers, but the focus of these campaigns may not always be persuasive if the individual believes those closest to them are supportive of their behaviour.

Social science can help advertisers, policy-makers, and businesses to choose the correct social norm, and track behaviour change, using scientific theories and methods.

Advice for sociology students looking for a career in editing and publishing:

"Take editing courses if you can. Be involved with the writing centres at your universities. Be kind and patient. Being a good reader is the first step, but editing is about helping others find their voices and be effective communicators. By working at the university writing centre or similar, you will polish all these skills — you are there to help others find their voice, not to write their texts for them. This means that you will have to meet people where they are and shepherd a manuscript through with them. And sign up for job posting alerts in these areas, as there are all sorts of editing (developmental, copyediting, proofreading, etc.) and publishers, so being familiar with these differences will be helpful too when applying for specific positions you are qualified for." - Dr Sebastián Villamizar-Santamaría

Read more: Sociology at Work.

Social norms are often used in public information campaigns by government, however, behavioural change is not always adequately measured. Social science can help marketers, decision-makers, and businesses to effectively use social norms to change behaviour. Below are two case studies on the environment and health.

Have you ever visited a website to sign-up for a new service, redeem a voucher, or to find help, and find yourself frustrated by the layout? You can't easily find what you need. You're pinching your screen to move the writing around. Or you're asked to fill in a form or survey that takes ages.

Research shows most people leave a website within 10 seconds, if they can't get what they need easily. Here are three ways to improve online services, using social science:

1. Address information overload: Social science shows that too much detail leads to poor decisions. Simplification is the process of making services easier, by reducing information, using easy English, and optimising webpages for mobile phone.

2. Remove friction costs: Small details that require extra effort, or time, add up, such as unnecessary steps when we sign-up to a service. Sending direct links, reducing unnecessary steps, and explaining benefits makes this easier.

3. Reduce scarcity mindset: When people are overwhelmed, they focus on their most pressing needs at this moment, but they have trouble weighing up future opportunities, such as the benefits of a new service. 'Salience bias' is our tendency to focus our attention on prominent details, such as through personalised invitations, framing information attractively (e.g. bold graphic design), and reminders people can action on the spot.

Learn more on Social Science Insights.

Ever wondered how to get into the publishing sector? Dr Sebastián Villamizar-Santamaría has a PhD in Sociology. He went from applied research on policy issues, to a senior role as an editor with Nature journal, one of the oldest and most esteemed science publications.

To follow his career trajectory, he suggests taking editing courses, joining your university writing centre, and signing up for job alerts.

Applied Sociology of W.E.B. Du Bois

Did you know that Dr W.E.B. Du Bois began working as a journalist at age 15? And he completed two Bachelor of Arts and a Masters before his PhD on the suppression of the slave trade?

Through his sociological research, such as The Philadelphia Negro (1903), he led the development of inductive empiricism in the USA.

In The Souls of Black Folk (1903) Du Bois establishes race as the defining feature of modernity.

Throughout his career, he ran several civil rights organisations, as well as creating art and visual sociology.

Social science studies show that time pressure has a significant impact on our decision-making. It makes it hard to concentrate or switch between tasks, it can drain our memory and effort, and stop us from performing at our best.

A brief and helpful message, sent at the right time, and which can be completed swiftly on the spot can encourage busy people to change their behaviour.

'Sociologists have a head start in understanding how people, procedures, and automated systems fit together, which is the focus of the systems analyst’

- American sociologist, Edward Sabin

Sociologists work across diverse sectors, in many exciting and important roles, including policy, communications, advocacy, statistics, and urban planning.

Head to our website to learn more about about our applied sociology history and practice, or see our "Career Advice" section of our website to learn more about these opportunities, how to apply for jobs, and interviews with practitioners.

How can sociologists promote their skills to potential clients? Showing how sociology is unique is key to our success.

Some ways to achieve this is to:

✅ Explain how we work with different community groups or organisations ✅ Make our skills clear, using plain language ✅ Demonstrate how we address specific social and corporate problems.

For example: How do we use quantitative skills to increase recruitment of minorities and white women in business? What outcomes can an organisation expect when we deliver training?

How can you encourage community change through better communications?

Include only one request (call to action)

Use simple language (simplification)

Leverage the desire to help others who’ve helped us in the past (reciprocity)

Provide a guiding principle, so they know what they need to do and how to do it (rule of thumb)

Focus on facts, and don’t repeat myths if you’re tackling misinformation (mythbusting)

Provide timely data to help reflection and encourage change (feedback loops)

Appeal to people’s high opinion of themselves (ego-centric bias)

Harness the power of social connections, such as ties to family and friends (social networks)

Use trusted people from the local community (messenger effect). Don’t bother with celebrities or politicians. Peers are often more influential than famous figures

Prompt when people are most receptive (timeliness)

Social science research shows that when people are overwhelmed, time-poor, or financially unstable, they struggle with complex tasks, and discount new opportunities. This is known as scarcity mindset.

To ensure people find the right support, use salient details, appeal to meaningful rewards that align with individual motivations, use influential messengers, and draw on social norms linked to local communities.