People are naturally influenced by what others around them are doing. Behavioral economics calls this principle peer comparison, and it’s a highly effective nudge for driving voter engagement, increasing turnout, and encouraging civic participation. As Richard Thaler notes in Nudge, “Humans are social creatures, and showing them how they compare to others can motivate behavior.”
In political campaigns, peer comparisons can nudge voters by creating social accountability and reinforcing desirable norms, like voting, volunteering, or donating. By ethically leveraging this principle, campaigns can inspire action and build momentum.
Why Peer Comparisons Work
1. People Want to Fit In
Humans have an inherent need to conform to social norms. When people see that others in their community are taking action, they’re more likely to follow suit.
- Example: Highlighting that most neighbors have already voted can nudge others to cast their ballots.
2. They Tap Into Friendly Competition
Peer comparisons can create a sense of competition that motivates people to act.
- Example: “Your precinct had a 75% turnout last year—let’s beat that record this election!”
3. They Provide Social Accountability
When people know their actions (or inactions) are visible to others, they feel a sense of responsibility to align with social expectations.
Examples of Peer Comparisons in Campaigns
1. Increasing Voter Turnout
Share voting statistics to create social pressure and normalize participation.
- Example: “In your neighborhood, 8 out of 10 registered voters cast their ballots in the last election. Let’s keep the streak going!”
2. Driving Donations
Show donors how they compare to others to encourage contributions.
- Example: “Most donors in your area contribute $25. Will you match their support?”
3. Encouraging Volunteerism
Highlight the number of people already volunteering to nudge others into joining.
- Example: “Join the 300 volunteers who are already working to make a difference in your community!”
How to Effectively Use Peer Comparisons
1. Localize the Data
Peer comparisons are most effective when they feel personal and specific. Focus on neighborhoods, precincts, or demographics for greater impact.
- Tip: “In your zip code, voter turnout reached 72% last election—let’s aim for 80% this year!”
2. Use Positive Comparisons
Highlight desirable behaviors rather than shaming inaction. Positive reinforcement encourages engagement without alienating potential supporters.
- Example: “Your neighbors are stepping up to vote—join them in making your voice heard.”
3. Pair Comparisons with Clear Calls to Action
After sharing peer comparisons, provide an actionable next step to make it easy for people to participate.
- Example: “80% of voters in your district plan to vote early. Find your early voting location here: [Link].”
Historical Examples of Peer Comparisons in Action
1. The “Most People Pay Taxes On Time” Campaign
In the UK, a government initiative boosted tax compliance by informing people that most citizens in their area had already paid their taxes. This simple peer comparison led to a significant increase in payments.
2. Obama’s 2012 Campaign
The campaign used peer comparisons in text messages and emails, reminding supporters of high voter turnout rates in their neighborhoods. These messages emphasized social norms and encouraged voter participation.
3. Environmental Initiatives
Programs like those encouraging energy conservation have used peer comparisons to show households how their energy use compares to their neighbors’. This approach inspired families to reduce consumption to align with community norms.
Ethical Considerations for Peer Comparisons
While peer comparisons are powerful, they must be used responsibly:
- Ensure Accuracy: Only share verified data to maintain credibility.
- Avoid Shame: Focus on positive examples rather than pointing out inaction.
- Respect Privacy: Avoid disclosing personal information when using comparisons.
The Benefits of Peer Comparisons in Campaigns
- Increased Participation: People are more likely to engage when they feel others are doing the same.
- Stronger Community Connections: Peer comparisons create a sense of shared purpose and solidarity.
- Improved Campaign Metrics: From turnout to donations, comparisons drive measurable results.
Final Thoughts
Peer comparisons are a subtle yet impactful way to nudge people toward action. By showing voters, donors, and volunteers how their peers are contributing, campaigns can inspire greater engagement and foster a sense of collective effort.
As Richard Thaler explains in Nudge, “When people see others doing the right thing, they’re more likely to do it themselves.” In politics, this insight translates to real-world change, one small nudge at a time.
Ready to integrate peer comparisons into your campaign strategy? At Next Generation Political Consulting, we help candidates design data-driven messaging that resonates with voters and inspires action. Let’s build a campaign that leverages the power of community and connection.
