Contagious commerce
Early adopters change the world.
While one person choosing not to eat meat will have a small impact on our climate, it will have a much bigger impact on the restaurants, groceries and food suppliers who notice what you’re doing.
They’ll change what they offer, and that will lead to a multiplier effect of other people changing their habits.
Buying an electric car or installing solar before they’re the obvious economic choice has the same impact. Because once marketers and investors discover that there’s a significant group that likes to go first, they’re far more likely to invest the time and energy to improve what’s already there.
The same goes for philanthropy. When some people eagerly fund a non-profit with a solution that’s still in beta, it makes it easier (and more likely) that someone else will start one as well.
It also happens in the other direction. If we buy from a spamming telemarketer, abandon a trusted brand to save a buck or succumb to the hustle, the market notices.
Very few people have the leverage to change the world. But all of us have the chance to change the people around us, and those actions change what gets built, funded and launched.