Article 4.2 Bolderlijk and Jans

Question 1

Challenges in minorities driving change

Answer 1

They face ridicule for challenging dominant, unsustainable roles
They are not seen as “trendsetters”
Risk social sanctions when challenging norms

Question 2

Potential for positive influence

Answer 2

Minorities can change private opinions first, which may later affect public behavior (conversion)
Challenge the perception of current norms as “fixed”
Demonstrate alternative behavior possibilities

Question 3

When does minority influence increase?

Answer 3

When their ‘critical mass’ has reached around 25%

Question 4

The power of minorities in changing norms

Answer 4

Minorities can challenge the current norms and show that alternative behaviors are possible
Over time this leads to a private opinion change (conversion)
People privately accept new norms before publicly adopting them

Question 5

Importance of policy support

Answer 5

Policymakers can be allies and give them a “voice”
Creating interventions (bottom-up environmental incentives) could help minorities influence the majority

Question 6

Overall tips

Answer 6

Express your ideas clearly and openly
Stay consistent
Model the behavior you promote
Create buzz with engaging visible factors
Highlight social and reputational benefits of followers
Build a support network