According to social scientist Damon Centola, when 25% of a population embraces an idea, social change accelerates like a catalyst has been added to a chemical reaction. The key ingredient for conversion to new ideas, Centola’s work has shown, is the strength of our social ties. In other words, having a cohesive network of friends and family who know each other makes it more likely that your personal sustainability efforts will spread “contagiously” within your social circles. Well-organized moms’ groups may be a far more potent agent for environmental and social change than many of us have
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