When it comes to assessing the psychology behind human decision making, it is safe to say that the vast majority of us like to think of ourselves as complicated, unique individuals who are more than capable of making our own choices. Photo: Tarek KhalilAlthough there is some truth behind this statement, numerous studies carried out by social psychologists from 1956 to the present day have shown the important role which a phenomenon called ‘social conformity’ can have on our decision making. Putting it simply, deep down, we are all looking for approval from those around us, and are all influenced, whether we like to admit it or not, by the behaviour, opinions and preferences of those around us.

The invention of social media in recent years has served to widen both the sphere and impact of this influence – we are in contact with a far wider pool of other people than has ever historically been the case, meaning that we can have a considerable impact on those we have never met before through a well-timed tweet or Instagram post. Whether that is convincing them to undertake a new wellness regime, to travel to far-flung parts, or even to become involved in the world of yachting. Photo: Tarek KhalilAnd this is where Tarek Khalil comes in. Proud owner of the 2021-delivered 29-metre Sanlorenzo superyacht