The notion of normal exists until it doesn't. Everyone is lost within their own realities, thinking they have to follow a certain path or must wait until a certain time to do certain things. None of that is real. It is all made up within the mind to make you feel comfortable. The reality is anyone can purchase a plane ticket or quit their job at any moment if they so choose. One's habits can change immediately if they are determined enough to change them.
The same rules apply for a society. If a majority of members within a society simply stop believing in certain rules, that rule becomes nonexistent. It all sounds well and simple but the truth is human nature gets in the way. People follow incentives. It's why people follow the laws, otherwise they will face negative consequences, which is against their self-interest. So what should we be afraid of? We should be afraid of those who have no regard for themselves and wholly submit to what they believe in. Those people are the ones who generate critical mass.
Critical mass is essential for understanding how decisions are made and how systems operate. Most people tag along with what the majority says. But they will not tag along until a certain number of people already believe in it. So who do you need to convince? You need to focus on the critical mass, the small group of people who will believe in it before anyone else. Examples of this are common. A group making a decision will be torn on what to decide until a certain number of group members drift towards one of the options. In a group of ten they say only three people are required to drag the other seven along.
The issue with this is those who grasp the concept can manipulate it. The options put forward may not be the best possible options (refer to things we don't know is greater than things we do know). Those who understand it can also find a group size big enough to act as a critical mass. In a group of ten people, if three of them are friends and will easily agree on the option put forward by them, it will be easy to drag the other members of the group along, to have them do the group of three's bidding.
By throwing incentives into that mixture it is easy to see how things can be manipulated. A critical mass can be persuaded using money, power, connections, etc to agree with the option the creator of it wants. This scales to decision-making at all levels.
How we've come to behave today can change rapidly if the critical mass is changed. But the critical mass for a nation is an innumerable amount of people. So how can one make changes? Start with a small group of people and slowly add concentric circles.
Cults are the extreme example of this. A small group of people can be made to do seemingly insane things just because the people around them also do it. If the cult grows, eventually that will become the norm within the population. The problem with this is there are few outside looking in who can do anything to evaluate if what they're doing is right. They hold no power within the system and so have to change it from the outside.
It's why one must disconnect themselves from the popular points of view. One cannot accurately evaluate the system they reside in, precisely because they reside in it. They will be inherently biased. It's why people can spot the flaws of others easily but cannot see the flaws within themselves.