I don't think the mass' social ethos led to transitioning to LED light bulbs e..g. I read of people complaining that their right to buy incandescent bulbs was being stripped from them! Funny, right? I don't mean to say there's no relation between social ethos and corporate actions, but if I could twist sombody's arm - or nonviolently affect their dicision making process - it would be the agent of government responsible for legislating relevent laws. Long-established governments DO have the power - unless they have, effectively or literally, sold it to corporate interests.