"Complex contagion is the phenomenon in social networks in which multiple sources of exposure to an innovation are required before an individual adopts the change of behavior.[1] It differs from simple contagion in that unlike a disease, it may not be possible for the innovation to spread after only one incident of contact with an infected neighbor. The spread of complex contagion across a network of people may depend on many social and economic factors; for instance, how many of one's friends adopt the new idea as well as how many of them cannot influence the individual, as well as their own disposition in embracing change."
There's an important clue here about why the shift to a new energy regime faces social and political backlash long after the environmental, ethical and economic case for change is clear. And maybe even some insights about the marketing tactics required to address that challenge.
