The social tipping-point is 10%. But there's a catch...

You’ve probably heard Margaret Mead’s famous quote Never underestimate the power of a small group of committed people to change the world. In fact, it is the only thing that ever has. Now it’s been proven. If just 10% of a population unerringly believe something then eventually the whole population will.

But there are two really important catches.

1. We have to tell more than just our neighbours: just living in a bubble of belief is not enough. We have to get out there are talk with people about it. Not, perhaps, in a Jehovahs’ Witness way, but certainly to spread around, like we would our opinions on, for example, the Russell Brand interview.

2. This is true for topics where there is no real ‘cost’ to switching our beliefs. This is a bummer since many of us believe there IS a cost to switching our beliefs.  For example, organic food is believed to be more expensive; or the ‘green levy’ on energy - most of which is practical steps to reduce household bills - has been positioned as a cost.

So what can we do about this?