When we take an individual action, the effect of it is small, but the direct effect of what we do is not the end of the story.
"Robert Frank used to believe that any individual action a person takes to reduce their carbon footprint—eating less meat, driving a hybrid car, walking instead of driving to work—would have a tiny, negligible impact on the planet. As an economist, that was the prevailing wisdom. Not anymore. In his newest book, Under the Influence: Putting Peer Pressure to Work, Frank examines the ways individual decisions wield tremendous influence."
Author Interview: Under the Influence. Putting Peer Pressure to Work