People awaken to the fact that they'd been lied to all along. Just some example topics:
financial system & economy
medical system
school system
history & archeology
government & "democracy"
global dimming
lack of resources & energy
...
every aspect of their life
Not everyone (as you said) but a strong minority. And a minority is sufficient to change the society (70% sleep and follow whatever, whoever seems stronger.)
We are winning and that's why the existing system is spreading in panic.
Or in the words of Eckerhart Tolle:
The new is already here - the old is just very loud while dying.
