Although being kind can catch on, it is not fair to really speak of it as contagious. Whereas a contagion is passed on from one person to another involuntarily in the main, deciding to be more kind because those around you are means making a choice. True, sometimes choosing to be kinder can be something that is decided upon at a subconscious level, but this does not account for it as a contagious process. Instead, kindness can be seen as something that has some of the characteristics of a contagion because it spreads out from one person to the next. The idea is simple enough – if you choose to be kinder to those around you, then they are more likely to be kinder to those around them and so on. If everyone were to operate on this basis, then – even if people were unkind here or there – the whole world could become a place that is more thoughtful, tolerant and compassionate to live in. Scientifically, some studies have shown that social conformity tends to lead to kinder societies where people actively practice more unselfishness to one another.