How To Change Hearts and Minds—For Good
When the Gallup research organization first asked Americans about “gay marriage” in 1997, only 27% supported legal recognition of same-sex marriages. By 2018, that number had risen to 67%. In 2025, 7 in 10 Americans still supported it.
Social scientists call that “durable attitude change.” Millions of people changed their minds on a controversial topic, and the change has stuck. Social change researchers called it one of the most profound and rapid shifts in social norms in U.S. history.
Our Six-Step Framework can help you map out your own path to durable attitude and behavior change:
This framework combines strategy, science, and storytelling to achieve “durable” attitude and behavior change.
