How To Change Hearts and Minds—For Good

Science
Written By Sam Crawford

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.

Learn more in our Stanford Social Innovation Review article: “Aspirational Communication.”

Listen to our Achieve Great Things interview with Freedom to Marry founder Evan Wolfson: The Road to Durable Support for Marriage Equality.

Sam Crawford

by Crawford is led by Sam Crawford, a multi-award-winning Squarespace website designer with 700+ sites launched for clients in over 30 countries. He builds fast, mobile-friendly Squarespace 7.1 websites designed for SEO, clear structure, and conversion.

As a Squarespace Expert, Enterprise Partner, Circle Member, and community speaker, Sam is known for pushing the platform’s limits. With 200+ reviews, clients highlight by Crawford’s clarity, precision, and real-world results like higher rankings and stronger lead generation.

https://bycrawford.com
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