For decades, activist shareholders were an entertaining, but largely ignored, Wall Street sideshow. Disgruntled investors would attend annual meetings to harangue executives, criticize strategies - and protest that their complaints were being ignored.

When marketers influence habits, they influence peoples' self-identity. And so when a group or company does something that doesn't correspond to our core values, it feels like a betrayal.

In 1980, a woman promised her dying sister to change how Americans thought about breast cancer. Thirty years later, the result - the Susan G. Komen for the Cure Foundation - is one of the nation's largest non-profits, and one of the most successful triumphs in public health marketing and changing health habits.

Charles Duhigg Quotes