It starts because the group is incentivised to change.
In my country a few years back everybody was adding solar power to their homes, did they do so because they suddenly liked nature and wanted to contribute by investing in renewables? Some might’ve, but the majority saw it was a good investment… Which was only possible because of government programs cutting the cost. Same with companies changing their entire fleet to electric cars now, don’t know the full picture there, but it also is because compared to fossil fuel cars the government is making electric cars more attractive.
So you do the same for meat, and suddenly alternatives are comparatively better.
Seeing as my homelab domain is literally {first name}{last name}.{country I live in} I didn’t really care :P