At a conscious level, factors such as peer pressure or peer influence can impact an individual. This can lead them to alter their behaviour in a way that they do not overly align with but have decided to do to fit in with the group.

This pressure to fit in is driven by a deep human desire to be included in groups. This thinking stems from a developmental survival technique with the belief that if you fit in with the group, you stay in the group, and if you stay in the group, you are safe from the dangers of the world.

Fast forward to modern times and these same mechanisms can even be operating on a more subconscious level that the individual may not be fully aware of. The human brain is constantly picking up on the behaviours and cues of those around us and using that information to influence behaviour to fit in.

Even when not directly around friends, individuals are often still seen to uphold the social norms of their group. Social norms are described as the commonly understood acceptable behaviours of the group. Social norms are not always clearly written rules and can exist as more informally held attitudes, ideas, and values which significantly impact human behaviour.

It is understood that the more an individual identifies with their friendship circle, the more likely they are to uphold such norms across all areas of life. When accounting for this information, it is clear to see how the people we choose to surround ourselves with can impact our lives both positively and negatively.