The question is, what is really considered the norm? It varies across not just different cultures across the globe, but cultures within the same nation, the same area, etc., as well. What is considered normal in my society may not be normal to everyone else’s.
That being said, morality should always be considered in a society, else it may fall apart. People can follow a system of norms or they can be their own thing, so long as it doesn’t compromise moral values.