Breaking Cultural Norms: The Power of Positive Deviance
Culture shapes our behavior and beliefs, and many of us follow social norms without question. However, there are times when cultural norms become the biggest hindrance to individual progress and development. This is where Positive Deviance comes into play. Positive Deviance is a term coined by Tufts University’s Jerry and Monique Sternin, which refers to a deviation from normal behavior in a manner that’s beneficial in some way to the individual, their family, or the community. In simpler terms, it’s a way of breaking cultural norms to achieve individual and collective growth.
Understanding Cultural Norms
Cultural norms are the unwritten rules of behavior in a society. They dictate what is acceptable and expected behavior based on social, ethical, and religious values upheld by that society. Cultural norms can be positive or negative, and it’s possible to challenge negative norms by adopting Positive Deviance strategies. For instance, some societies condone Female Genital Mutilation (FGM), but Positive Deviance advocates work with community members to change perceptions and provide alternative rites of passage for girls.
Positive Deviance and Individual Growth
Positive Deviance can lead to individual growth by encouraging individuals to challenge norms that limit their potential. For example, if a community members believe that it’s unbecoming for women to attend school, Positive Deviance strategies can be used to show that education can bring positive benefits to the individual and the community. Factors like economic growth, quality of life, and health are all improved when women have equal access to education.
Positive Deviance and Collective Growth
Breaking cultural norms using Positive Deviance can lead to collective growth as well. For organizations, Positive Deviance can lead to better performance and outcomes. For example, an organization known for discriminatory practices can change its norms by adopting Positive Deviance strategies such as hiring a diverse workforce or involving employees in decision-making. Positive Deviance can also lead to improved community health outcomes in areas like preventing illness and encouraging better outpatient care.
Examples of Positive Deviance in Action
Positive Deviance can be seen in action in various communities around the world. For instance, the Nepal Nutrition Intervention Project worked to improve malnutrition by identifying households that had children who thrived despite poverty and social disadvantage. These ‘Positive Deviant’ households were then used to teach and encourage other families to adopt positive practices, leading to a significant reduction in childhood malnutrition.
Another example of Positive Deviance is the Hudson River HealthCare System (HRHCare), a network of health centers in the Hudson Valley of New York. HRHCare noticed that many patients with chronic conditions would miss their follow-up appointments, leading to a cycle of worsening health. The organization adopted Positive Deviance to reduce this problem by identifying and learning from the patients who always kept their appointments. The Positive Deviant approach was successful in the sense that it reduced missed appointments by 38%, leading to improved health outcomes and reduced healthcare costs.
Conclusion
Positive Deviance is a powerful tool that can be used to achieve individual and collective growth by breaking cultural norms that hinder progress. Although it can be challenging to deviate from established cultural norms, the rewards are often worth it. With Positive Deviance, communities can promote individual growth and achieve collective progress by challenging cultural norms that may impact social and economic well-being.
