  Large-scale transitions in societies are associated with both individual
behavioural change and restructuring of the social network. These two factors
have often been considered independently, yet recent advances in social network
research challenge this view. Here we show that common features of societal
marginalization and clustering emerge naturally during transitions in a
co-evolutionary adaptive network model. This is achieved by explicitly
considering the interplay between individual interaction and a dynamic network
structure in behavioural selection. We exemplify this mechanism by simulating
how smoking behaviour and the network structure get reconfigured by changing
social norms. Our results are consistent with empirical findings: The
prevalence of smoking was reduced, remaining smokers were preferentially
connected among each other and formed increasingly marginalised clusters. We
propose that self-amplifying feedbacks between individual behaviour and dynamic
restructuring of the network are main drivers of the transition. This
generative mechanism for co-evolution of individual behaviour and social
network structure may apply to a wide range of examples beyond smoking.
