Norms shifting and behavior change in uncertain times: Assessing the state of the evidence

Authors

• Sohail Agha, Global Health Vision and Africa Behavioral Science Network, Seattle, USA.
• Courtney McLarnon, Center on Gender Equity and Health, University of California San Diego, La Jolla, CA, USA.
• Rajiv N. Rimal, Johns Hopkins University, Bloomberg School of Public Health, Baltimore, USA.
• Beniamino Cislaghi, Institute of Development Studies, Brighton, UK; Makerere University, Kampala, Uganda.
• W Douglas Evans, George Washington University, Washington DC, USA.
• Elizabeth Costenbader, Independent Consultant, Washington DC, USA.
• Elizabeth Larson, Center on Gender Equity and Health, University of California San Diego, La Jolla, CA, USA.
• Sarah Smith, Center on Gender Equity and Health, University of California San Diego, La Jolla, CA, USA.
• C Hunter Davis, Center on Gender Equity and Health, University of California San Diego, La Jolla, CA, USA.
• Rebecka Lundgren, Center on Gender Equity and Health, University of California San Diego, La Jolla, CA, USA.

Document Type

Journal Article

Publication Date

12-31-2026

Journal

Global public health

Volume

21

Issue

1

DOI

10.1080/17441692.2026.2632391

Keywords

Social norms; adolescent girls and young women; behavior change

Abstract

This commentary reflects on the current state of evidence on social norms interventions focused on improving health and economic outcomes for adolescent girls and young women in low- and middle-income countries. Drawing on a newly published global evidence review, it highlights how the field has evolved from narrow, individual-level strategies toward community-centered approaches. While conceptual clarity and implementation tools have improved, significant gaps persist in how interventions measure normative change, assess sustainability, and support communities to navigate pushback. Many programs adopt the language of norms without distinguishing them from individual attitudes, and without engaging reference groups or measuring shifts in collective expectations. Cost data and documentation of long-term impacts remain sparse. This commentary calls for a reimagined evidence agenda to build a stronger foundation for assessing implementation effectiveness and sustainability. It emphasizes the importance of understanding pushback not as failure but as a diagnostic of contested progress, and advocates for greater engagement of men and boys, whose roles in norm change remain underexplored. In the context of shrinking funding and rising resistance to gender equity, producing actionable evidence to support community-led change is imperative. This means building knowledge systems that are not only rigorous, but also community-centered, inclusive, resilient, and responsive.

APA Citation

Agha, Sohail; McLarnon, Courtney; Rimal, Rajiv N.; Cislaghi, Beniamino; Evans, W Douglas; Costenbader, Elizabeth; Larson, Elizabeth; Smith, Sarah; Davis, C Hunter; and Lundgren, Rebecka, "Norms shifting and behavior change in uncertain times: Assessing the state of the evidence" (2026). GW Authored Works. Paper 8653.
https://hsrc.himmelfarb.gwu.edu/gwhpubs/8653

Department

Prevention and Community Health