American farmers in the 1960s had a surprising amount in common with electric car buyers in the UK in 2024.
EM Rogers’ diffusion of innovations theory looks at how quickly new ideas and technologies are adopted by different parts of societies over time. Of the five types of people identified in Rogers’ bell curve, innovators and early adopters account for just 16% - the exact figure the UK’s electric car has stalled at en route to the legislated 80% needed by 2030.
