Yes, this is a great point! I just yesterday read a piece in the New Republic making the point that any individual person's decisions around carbon use has the potential to affect many others in their social orbit: https://newrepublic.com/article/167231/vegan-biking-climate-change

And a while ago I wrote about some formal research showing that rooftop solar spreads virally in communities, through visual display -- one neighbor sees another neighor has installed it, gets interested, does the research, installs their own panels, and the cycle repeates over and over: https://www.wired.com/story/solar-panels-best-social-fad-ever/