Have you ever found yourself in a situation where you felt that you should “go with the flow” or “avoid making waves?” Perhaps you even had evidence or knew “in your gut” that the group’s consensus was misguided but went along with it anyway. That is how it feels when you succumb to conformity bias. As someone who has spent the past decade developing multicultural leaders, I can confidently say that conformity bias happens to everyone, even when we’re unaware of it.
Although conforming is sometimes necessary, it can become dangerous when you do it unconsciously or under duress. So below, I will explain what conformity bias is, why it occurs, and how you can learn to recognize it and make better decisions when it happens.
What Does Conform Mean?
At a fundamental level, conforming means to behave in a socially acceptable way. In other words, we “conform” when we “follow the rules” set by the social systems around us, and we do it all the time because it helps us navigate the world. For example, as school children, we learn that our teachers expect us to raise our hands before we speak in class. That is a minor act of conformity that we impose on children to keep things orderly.
What is Conformity Bias?
Conformity bias is the tendency to consciously or unconsciously modify our behaviors to achieve social acceptance, even if those behaviors do not align with our beliefs and desires.
That’s not necessarily a bad thing. In the hand-raising example above, the result of conformity bias was benign, even helpful, given the dynamics of group environments. Although some students may prefer to blurt things out uninhibited, others need time to gather their thoughts, so setting the expectation that you will take turns in this environment makes perfect sense. Other examples include the commonly accepted agreement that we should keep our front yards free of trash or the expectation that we will not cause harm to others.
However, conformity bias can also result in discomfort or even distress. For instance, you may notice it and find it annoying if you agree to go to a restaurant that serves food you don’t like. Or, worse, you may find yourself behaving in a way that violates your core beliefs, values, or innate sense of who you are because you find yourself in a situation where you feel you must conform for fear of rejection or violence.
Why Do Humans Conform?
Most people have a strong survival instinct, so we gravitate toward actions and behaviors that make us feel safe and secure. Looking at this from an evolutionary context, we know humans typically feel safe when embedded in a social group. The price of membership in a group usually comes from upholding its norms and expectations (i.e., behaving in a way that shows you belong), so it only makes sense that we have an underlying bias toward conformity. We crave it within ourselves and seek it in others.
In some ways, conformity is good because it can be a vehicle for developing and maintaining group harmony, efficiency, and consistency – group traits that promote a sense of comfort and security. However, it can also have the opposite effect.
How Group Culture Influences Conformity Bias
According to conventional wisdom, conformity happens more in collectivist cultures and less in individualistic ones. However, I believe this theory is too simplistic. Every group we belong to or engage with has its own culture, so we are all susceptible to conformity bias. We perform unconscious calculations and decide whether to conform or resist as we interact with various groups.
Conformity bias happens more overtly in some cultures. For example, I grew up in a national culture with the maxim “the nail that sticks out gets hammered down,” suggesting that a lack of conformity would lead to profound consequences, inhibiting your ability to secure shelter or employment. But it also happens subtly. For example, when you start a new job and notice everyone dresses a certain way, you have a decision to make. Do you give in to that social pressure and let your observation influence your outfit choice for the following day, or risk judgment from your team members?
Another interesting thing about group culture is that it is constantly in flux. Social media is creating new paradigms of cultural conformity through influencers. As we consume social media, we form a parasocial (one-sided or unreciprocated) relationship with what we see in our feed. That can be a problem because people’s feeds gradually align with their preferences, so they don’t necessarily reflect cultural norms but rather an outsized version of one element within the culture.
When conformity bias sets in within this cultural context, the results can range from mild frustration to emotional devastation.
What is the Impact of Conformity Bias?
If you come from a culture that values originality and independence, you might have a negative view of conformity. However, conformity bias isn’t all bad. Indeed, there are many different types of conformity.
Sometimes, we actively seek information from the group and adjust our behavior to navigate a new situation in a socially safe way. We either internalize the group’s norms and genuinely accept them as our own or naturally integrate them into our behaviors so we can succeed. When we can do this without sacrificing our integrity, conformity bias can protect us while promoting harmony within the group, supporting its ability to pursue common goals.
Conversely, conformity bias can become problematic when someone is deemed “a poor fit” or a threat to the status quo. Insisting that people comply with the group’s norms or risk becoming social outcasts can suppress diversity and promote unhealthy societal patterns like prejudice. It can also trigger the adverse effects of herd mentality. In this situation, the group’s members feel unsafe raising concerns and having difficult conversations, inhibiting the development of innovative ideas and deep relationships that the group needs to evolve and thrive.
To summarize, like most things, there are advantages and disadvantages to conformity:
Pros of Conformity
- Promotes Group Harmony
- Encourages Social Order
- Supports the Ability to Pursue Common Goals (team management)
- Nurtures Efficiencies and Consistency
Cons of Conformity
- Leads to Herd Mentality (a.k.a. Group Think)
- Inhibits Innovation by Suppressing Diverse Perspectives
- Results in Biased Decision-Making
- Suppresses Original Thought
- Leads to Feelings of Social Isolation (affecting mental health & well-being)
- Encourages Unhealthy Behaviors – Judgement and Prejudice vs. Acceptance
Examples of Conformity Bias
When we think of conformity bias, what usually comes to mind is the tension between an individual’s desires and decisions and the group’s desires. Interestingly, I have seen both sides of this equation play out within the same organization in the real world.
For example, I once listened to a leader beautifully articulate an organization’s mission and witnessed the palpable enthusiasm radiating from an inspired audience, moved to become part of something bigger than themselves. That is positive conformity bias in action.
However, managers further down the organizational structure interpreted that same mission differently, in a way that demanded conformity. They co-opted the inspirational words of the leader to develop policies supporting their desire for increased productivity. As a social scientist, I found it fascinating to see how compliance took hold so quickly, illustrating the negative side of conformity.
Another form of conformity bias I often see in my work comes from identification – a type of conformity where someone alters their behavior to match their social role. Perhaps you are familiar with the most notorious example of this type of conformity bias – a psychology experiment dubbed the Stanford Prison Experiment, where participants took on guard and prisoner roles, and chaos ensued. Yet, I often hear from clients who feel they “must” behave in a way that matches their title.
How to Recognize and Manage Conformity Bias
Since conformity bias has positive and negative aspects, it is wise to learn how to recognize the pressure to conform. But remember, it’s not all bad. The key is identifying the feelings that arise when it becomes an issue – that uncomfortable sense that you must compromise your beliefs, desires, identity, or ideals to conform. In most situations, that may begin with feeling unsettled or annoyed in certain circumstances.
For example, when working with clients, I know they might struggle with “identification” conformity bias when they make statements like, “A director, leader, or VP doesn’t act like that.” That typically prompts me to ask, “What is a director, leader, or VP supposed to act like?” Their answer usually centers around a socially manufactured ideal of how someone in their position should behave, leading to a rich discussion about how they can be successful in their role while still showing up as their authentic self and without feeling they need to conform.
To do this work independently, start by noticing when you feel unsettled or annoyed by societal expectations. When these situations arise, check in with yourself and ask the following questions.
- When does this feeling happen?
- Is there a pattern?
- What’s behind this feeling?
- Do I feel psychologically safe?
Your answers to these questions can help you recognize and address conformity bias before it becomes problematic. Then, once you know it is happening, you can make an informed choice about whether it makes sense to modify your behavior. Proactively engaging in this exercise and making a conscious choice about what to do next is powerful – it can make all the difference in whether you fall in with the herd or step out to behave in a way that is true for you.
Conformity Bias: The Bottom Line
Conformity bias refers to the human tendency to behave in a socially acceptable way even if we don’t want to. Although that can sometimes be healthy, it can also be destructive if it causes us to act in a way that violates our values, beliefs, or sense of self. Recognizing it when it happens and making better choices is a great way to manage its effects, so I commend you for being here and taking this step. For additional reading, please visit our resources page.
