Did you ever find yourself checking out what others are doing to see how you compare? That’s social comparison in action.
According to social comparison theory, we constantly evaluate our personal and social worth by comparing ourselves to others.
Whether it’s sizing up our looks against celebrities, or measuring our skills against our coworkers, this behaviour is a big part of our lives. And with social media, this tendency is stronger than ever, as we’re bombarded with perfect, often unrealistic images of how life ‘should’ be.
We rely on these comparisons to judge our abilities and traits, but this can sometimes lead to misjudgments. For instance, if you think you’re fit because you compare yourself to your couch-potato friends, you might sign up for a marathon and then realise too late that you’re way out of your league.
While these comparisons help us set goals and build self-esteem, ‘upward comparisons” (comparing yourself to individuals who are perceived as superior or more successful) can also set us up against impossible standards, especially on platforms like Instagram. This can mess with our mental health, making us feel inadequate.
Now, here’s a surprising twist: When it comes to big social issues like climate change and COVID-19, people tend to prefer ‘downward’ comparisons.
This means they compare themselves to those they think are doing worse than them. Why? Because it makes them feel better about their own efforts and can boost their self-esteem.
Research shows that people often believe they care more and take more action than their peers. This mindset can make them feel proud of their efforts, even if it sometimes leads to a bit of complacency.
Why Downward Comparisons Matter
Imagine you’re really into recycling and reducing your carbon footprint. When you see your neighbour tossing recyclables into the bin, you might think, “Well, at least I’m doing better than them.” This comparison boosts your self-esteem and makes you feel like you’re making a significant impact. Research has shown that the same thing happened with COVID-19 precautions: people reported feeling like model citizens when they contrasted their actions with those not wearing a mask or ignoring social distancing rules.
This preference for downward comparisons is tied to the moral nature of these issues. We like feeling that we’re doing the “right thing,” and comparing ourselves to those who aren’t as conscientious reinforces that feeling.
However, this can be a double-edged sword. While it can motivate us to maintain our good habits, it might also make us too satisfied with our current efforts, leading to less motivation to improve further.
Social Comparisons and Behaviour Change
So, how can we use this understanding to drive real change? Studies show that highlighting what other people are doing (especially if they’re doing better than us) and offering financial incentives are more effective at encouraging sustainable behaviours than just throwing facts and figures at people.
If people see their peers actively reducing their carbon footprints, they’re more likely to step up their game. Financial incentives, like tax breaks for using renewable energy, can also nudge people towards better behaviour. The key is to balance these comparisons to avoid making people feel overwhelmed or inadequate, while still pushing them towards positive action.
Social comparisons are a powerful tool in shaping our actions, especially on significant issues like climate change. By understanding and leveraging these comparisons, we can motivate people to take action.