I disagree. There is a whole spectrum between "change your own behaviour" and "become a global dictator". It's a spectrum of influencing people around you. Marketing and persuasion are ways to directly influence people, but there are also many more ways to do that indirectly - e.g. creating / improving technologies that change the default behaviour of people for the better. To use a simple example - switching to renewables would not possible without people inventing ways to economically extract power from renewables.