The Positive Deviance Approach to Behavioral and Social Change

Abstract

SUMMARY Positive deviance (PD) is an innovative behavior change approach that is used to solve difficult problems by discovering and amplifying solutions that already exist within a community. Positive deviance recognizes that in every community there are individuals and groups whose uncommon but successful strategies enable them to find better solutions to a problem than their peers, despite all odds. An example of a positive deviant individual would be a person who, despite living in a household where processed and refined foods dominate, and despite facing other barriers, manages to incorporate a significant amount of whole grains into their diet. An example of a positive deviant institution would be a school that regularly integrates whole grains into the school lunch menu despite barriers such as extra prep time. Positive deviance challenges us to look at problem solving through a different lens, focusing on amplifying what’s already working rather than focusing on what’s not working.