The environmental and sustainability movement has been an exercise in market transformation. Participation in the movement can be as narrow as an individual making a personal commitment, and as broad as a multi-nation effort like the Paris Climate Agreement.
Market transformation: the strategic process of intervening in a market to create lasting change in market behavior.
Whether it’s seatbelts, manufacturing automation, gender equality, or mass transit, any transformation begins with innovators who wrangle in some early adopters. The early adopters learn a few things, showcase the benefits of their innovation, and start to build momentum toward an early majority.