Picture this: A government launches a major campaign to get everyone to switch to electric cars, stop using plastic, or support a bold new climate policy. The usual plan? Target the most influential people — the super-connected influencers or community leaders — and hope the idea spreads like wildfire. But according to new research, this classic strategy often falls short.

Picture this: A government launches a major campaign to get everyone to switch to electric cars, stop using plastic, or support a bold new climate policy. The usual plan? Target the most influential people — the super-connected influencers or community leaders — and hope the idea spreads like wildfire. But according to new research, this classic strategy often falls short.