Social Change

There is a large body of literature on social change, ie, what is required to get people to change their habits. You can think of this as a discontinuity in the business-as-usual curve, when something new become common. Developing new clean technologies is terrific, but adoption by the masses will require social change.

I recently read a good survey paper called, "Toward the social tipping point: creating a climage for change", by Susanne C. Moser (pictured), and Lisa Dilling. One of the topics discussed was the two primary steps required to achieve social change, (1) one-on-one interactive communication of motivators, and (2) overcoming barriers to change, ie, habits of thought.

Following are a number of example approaches for overcoming barriers:

1. Make the change relevant by making it local
   
   
2. User trusted spokespersons, experts, and influencers, to deliver the message
   
   
3. Describe the desired outcome, the positives, and a realistic path to achieve these
   
   
4. Exercise patience, creativity, practical thinking, flexibility, and stern commitment
   
   
5. Measure progress
   
   
6. Expect resistance

History has shown that once the two primary steps required for social change are achieved, people can adapt quickly.