Global study reveals similarities and differences between everyday norms

In one of the largest global intercultural studies of its kind, an international team of researchers has mapped the unwritten social rules and everyday norms in 90 different societies. Despite several differences, mainly depending on the situation in question, the results show a common moral compass.

A new study, led by researchers from Mälardalen University (MDU) and the Institute for Futures Studies (IFFS) in collaboration with over 100 researchers worldwide, provides unique insight into the social norms that govern our lives. By collecting data from more than 25,000 participants, the researchers have created a global map of how we judge everything from reading the newspaper in the library to listening to music on headphones at a funeral.

Every social situation has its unwritten rules, but how similar or different are these rules around the world? That was the big question we wanted to answer, says Kimmo Eriksson, one of the study's lead authors and a professor at the Academy of Education, Culture, and Communication at MDU. You might think that the cultural differences would be enormous, but we found the opposite. The most striking result is the high degree of consistency.

The study shows that the greatest variation in what is considered appropriate and inappropriate is not between cultures, but between different situations – regardless of where in the world you are. All over the world, it is considered inappropriate to listen to music on headphones at a funeral, but appropriate to do so when walking down the street. This suggests that humanity shares a common understanding of the social context, says Kimmo Eriksson.

Similarities outweigh differences

The study also shows that there are gradual differences between societies in terms of their everyday norms. Societies that place greater emphasis on individual rights and well-being are usually more permissive, but they may have stricter norms against behaviors that directly harm or disturb others. Societies that place greater emphasis on tradition and group loyalty have stricter norms against behaviors that are considered vulgar, even if they do not harm anyone. But the similarities are much greater than the differences.

In a polarized world, it can feel like we are fundamentally different, but our research shows a deep and widespread commonality in how we view right and wrong in everyday life, explains Pontus Strimling, the study's second lead author and researcher at IFFS. This provides a hopeful perspective on what unites us across cultural and national boundaries.