🔗 Creeping normality

🔗 Psychology 🔗 Sociology 🔗 Futures studies

Creeping normality (also called landscape amnesia) is a process by which a major change can be accepted as normal and acceptable if it happens slowly through small, often unnoticeable, increments of change. The change could otherwise be regarded as objectionable if it took place in a single step or short period.

American scientist, Jared Diamond, first coined the phrase creeping normality in his 2005 book, Collapse: How Societies Choose to Fail or Succeed. Prior to releasing his book, Diamond explored this theory while attempting to explain why, in the course of long-term environmental degradation, Easter Island natives would, seemingly irrationally, chop down the last tree:

"I suspect, though, that the disaster happened not with a bang but with a whimper. After all, there are those hundreds of abandoned statues to consider. The forest the islanders depended on for rollers and rope didn't simply disappear one day—it vanished slowly, over decades."