Which is the most cost-effective route to long-term positive change? Preaching norms that push better behavior, Teaching people ways to be more effective, putting better People in charge, or changing the structure and incentives of the Institutions we use?
I think norms hold behaviour in place but that the lever on norms are institutions and the lever on institutions are leaders. (And maybe if enough people learn a lesson at once, they'll choose a new leader.)
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If the new 'good' behaviour is cheap and not taboo it will also proliferate. Economics are powerful.
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