The Social Epistasis Amplification Model:

Woodley et al.:

"The potential for mutations present in one organism to affect patterns of gene expression, and thus phenotypic traits, in (multiple) other organisms ..."

"experimental evidence indicates that there are “tipping points” in social convention, such that only ~25% of a group must be committed to some convention to very quickly bring the majority of that group’s nonadopters to take on that same convention (Centola, Becker, & Baronchelli, 2018)."

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[Also see: http://meinnaturwissenschaftsblog.blogspot.com/2019/02/social-epistasis.html]