“The 3.5% Rule” to Create Change

❓ Did you know that is only takes 3.5% of a group of people, to create change and influence ❓

On may 9th 2024 I enjoyed The Marketing Society Digital Day, organised by the amazing The Marketing SocietyTeam and MC'd by Sophie Devonshire⚡️ (held at the Snap Inc. Offices in London).

I was looking forward to sharing some great 'nuggets' from the talks on LinkedIn, but I found myself going off on a chain-of-thought-tangent, that I would like to share...

❓ Did you know that is only takes 3.5% of a group of people, to create change and influence ❓

🔊 This is the "3.5% Rule", which was shared by Jeremy Connell-Waite from IBM in the context of how important speeches have been, are and will be in creating change.

This brilliant Ted Talk by Erica Chenoweth goes into more detail: https://www.youtube.com/watch?v=YJSehRlU34w

🔊 📢 ✌ The "3.5% Rule" as a theory, was originally researched and established around the likely success of peaceful demonstrations by Erica Chenoweth.

❗ The theory could be applied more broadly to any movement.

⚙ And as this was a Marketing Society Event, it got me thinking about the importance of societies and them bringing about positive change

💡 This is not necessarily new news, but hearing about the "3.5% Rule" gave statistical proof that:

🔊 It only takes a small percentage of people to create a big positive change 🔊

Which brought me back to the Marketing Society's mission:

🔥 "To inspire, accelerate and unite a global community to raise marketing's positive impact"

The "3.5% Rule" very much supports that marketing can truly impact society and culture at large in a positive way...which makes it all worthwhile right!?

⚡ So here is to the Changemakers...and more inspirational events and content from the Marketing Society!

⚫ I hadn't meant this to end up being a rallying cry of sorts, but a significant penny dropped and dots were connected, so I thought it was worth sharing in the hope that it may connect the dots or strengthen the line that connects those dots for others.

🎤 👾 Very much worth adding...Jeremy Connell-Waite from IBM has done some AMAZING analysis of speeches and is using AI to help write inspiring and effective speeches.

😮 All his content is given out for free here: Betterstories.org

#digitalday24 #marketing #changemakers