The collective conscience is the totality of beliefs and sentiments common to citizens in a society. According to Durkheim, deviance increases and law enforcement changes as individualism increases. Therefore, we should not be surprised when we see increasing nonconformity and fewer constraints. In The Rules of Sociological Method, Durkheim described how people should do sociology. He said social scientists must study social facts in the same way natural scientists study natural facts.
Natural facts are widely accepted aspects of nature.
Social facts are widely shared aspects of society. Sound is a natural fact. Language is a social fact. Hair is a natural fact, but hairstyles are social facts. Natural facts exist regardless of human socialization.