Using product adoption cycle to understand vaccine hesitancy

Have you ever heard of the product adoption cycle?

Whether it’s a new popcorn flavour, new iPhone or the vaccine, we are going to have the following.

1. Innovators (2.5%)
2. Early adopters (13.5%)
3. Early majority (34%)
4. Late majority (34%)
5. Leggards (16%)

Although the “Late majority and the Leggards” group will frustrate some of us around the slow vaccine uptake, it’s a normal predictable process.

A good proportion of the latter 2 groups will come on board eventually once more than 50% of the population have been vaccinated.