Disruptors

We have a mantra at Switch4Good: 
Educate the unfamiliar. Reassure the wary. Inspire the progressive.

Our mantra reflects the simple fact that most people are not comfortable with new ideas. The bigger and bolder the idea, the harder it is to persuade people to “cross the chasm” that separates “early adopters” from everybody else.¹

This is a common truism with new technology—especially “disruptive” technologies.² But it also applies to any new idea that asks people to change their behavior, their values, or their daily habits. For instance, their diet.

Switch4Good offers a very disruptive idea. We want everyone to stop consuming dairy. For the sake of their health and overall well-being. To protect our planet and all its inhabitants—including dairy cows. And for the sake of social and racial justice.

There is a cohort of early adopters who understand what we do and are already on board. But they are a small, progressive fraction of the population who already had a predilection towards dairy-free living.

There is a larger group of wary individuals who may be open to our idea, but need a lot of reassurance and support to cross the chasm.

Then there is the much larger majority of people who have been taught from birth that cow’s milk “does a body good.” That huge swath of people—95% of the population–don’t even know what we’re talking about; “What do you mean, dairy is unhealthy and racist?”

Our mantra has one purpose—to remind us that our success at Switch4Good is directly tied to our willingness and ability to disrupt the status quo. To rattle accepted norms around dairy and health. To tear down the current system of dietary racial oppression while promoting solutions for climate change. Our willingness and ability to educate, activate, and celebrate other disruptors who will help us help everyone make the switch for good!