2010-12-28 Scientific American
Scientists remove some of the guesswork about how individuals will use energy in 2050 by looking at past campaigns to induce personal change and their effectiveness
Roughly 44 percent of Californians smoked tobacco in 1965. By 2010, 9.3 percent did—a shift that might have seemed impossible before it happened. Understanding exactly how such a social transformation occurred in the past may prove key to understanding how individuals might alter their behavior to help combat climate change in the future.