1. A minority may start a change, and the majority is what carries it across a whole society.
2. Once most people hold a view, it becomes the expected way to think, and other people move to match it.
3. The process doing the work is conformity, so this is majority influence operating at the scale of a country.
4. The application is mental health: changing attitudes and behaviour towards it, increasing awareness of it, and reducing mental health stigma and discrimination.

How the norm shifts behaviour

1. The norm tips: enough people come to hold the new view that it is now the majority position.
2. Others match it in public: standing out as the one person out of step is uncomfortable, so they conform, which is compliance and can fade if the pressure lifts.
3. Some people accept it properly: when almost everyone thinks this way it is easy to conclude they are right, and that is internalisation.
4. The norm then feeds itself: every person who joins in makes the majority look larger, which makes the next person easier to pull in.
5. Institutions follow the norm last: schools, employers and broadcasters change what they do once the public already expects it.

The reach of the majority route

1. Speed: a change a campaign group spent ten years pushing can cross the country in a single season once the norm has tipped.
2. Scale: mass campaigns, mental health storylines in popular programmes and well-known figures describing their own treatment reach millions of people at once.
3. Coverage: it reaches people who would never look the information up, such as someone half-watching a soap after tea.
4. Permission: watching everyone else talk about it is what tells you that you are allowed to talk about it too.

Changing attitudes and behaviour

1. The attitude shift: when most people treat mental health as ordinary, treating it as shameful becomes the odd position to hold.
2. The behaviour shift: asking a mate how he is coping becomes a normal thing to say.
3. At work: telling a manager you need time off for your mental health stops feeling like a risk to your job.
4. The limit of this route: where the change is compliance, the old attitude survives in private and surfaces the moment the pressure comes off.

Majority influence and stigma

1. Stigma is the negative label attached to a diagnosis.
2. How the majority route reduces it: once most people reject a myth, repeating it out loud starts to look ignorant, so the label loses its force.
3. Discrimination is being treated worse than other people because of that label.
4. How the majority route reduces that: as public expectations shift, schools and employers rewrite their policies so mental health is handled like a physical illness.
5. Policy binds the unconvinced: a written rule applies to everyone, including the people whose private views never moved.
6. This is where compliance is enough: a manager who still holds the old belief has to follow the policy, so the person in front of him is treated fairly.

The minority and majority routes

1. The minority route starts it: a small, consistent and committed group converts people who then genuinely hold the new view, which is slow and produces internalisation.
2. The majority route spreads it: once the norm has tipped, conformity pulls the rest of society along, which is fast and produces mostly compliance.
3. Where the two meet on mental health: a handful of people with lived experience made talking about it thinkable, and the majority then made it ordinary.

Turning this into marks

1. When both routes to social change are asked for, make the minority route and the majority route genuinely separate rather than one route rephrased.
2. Name conformity to a new majority norm as the mechanism, because a general statement that society changed does not secure the knowledge mark.
3. Say which of the three strands you are answering on, whether that is attitudes and behaviour, awareness, or stigma and discrimination.
4. The mark most often lost is treating majority-led change as internalisation when much of it is compliance.