The utility of our actions frequently depends upon the beliefs and behavior of other agents. Thankfully, through experience, we learn norms and conventions that provide stable expectations for navigating our social world. Here, we review several distinct influences on their content and distribution. At the level of individuals locally interacting in dyads, success depends on rapidly adapting pre-existing norms to the local context. Hence, norms are shaped by complex cognitive processes involved in learning and social reasoning. At the population level, norms are influenced by intergenerational transmission and the structure of the social network. As human social connectivity continues to increase, understanding and predicting how these levels and time scales interact to produce new norms will be crucial for improving communities.