Going with the Flow

As much as we venerate rebels, free-thinkers, and marching to the beat of our own drum, in reality it’s much easier—and more common—for us to follow the crowd. Our natural tendency for conformity strikes many as harmful, but it can also strengthen bonds and generate outcomes that benefit both groups and individuals. In his book Conformity, Harvard law professor Cass Sunstein examines when it’s best to follow others and when we’re better off thinking for ourselves.

Following the herd is widely denigrated. Why do we still do it?

Conformity is a universal feature across societies, which suggests that it has an evolutionary advantage. Today, many existing norms that people conform to make sense from that perspective. If people in one society are socially pressured to use only words during a disagreement, for example, that society will do better over time than one where people use fists.

Generally, when is it better to conform?

There are two scenarios in which conformity is usually best: solving coordination problems, like getting everyone to drive on the right side of the road, and solving collective action problems, like making a group decision to mutually respect private property. For individuals, it might be rational to not respect others’ property, but for the group as a whole, it’s best to do so. Conforming solves that problem.

When does conformity cross the line into being harmful?

Conforming out of deference to authority, concern for one’s social standing, or fear of punishment can lead someone to defy the evidence of their own senses. Another issue is polarization: Research has found that groups often end up taking more extreme positions than their average member. Conformity—both learning from others and wanting others’ favor—helps explain why groups can become shockingly extreme.

How can we better tell the difference between “good” and “bad” conformity?

Practices to which people conform should be regularly evaluated on their merits. Having just one voice of nonconformity in a group increases the stock of information, which allows us to test and refine ideas. Society doesn’t benefit from people saying the Holocaust never happened. But in any organization, there’s a risk of people silencing themselves out of courtesy, camaraderie, or fear. That can make the group do poorly, because it won’t learn what its members know. Conformity suppresses information.

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