Here’s a more positive take on it: alternatives need customers and/or patrons. Becoming an early adopter for some software or service or artist that you like is beneficial for both you and for them.

The trouble is finding them. Writing or sharing product reviews, etc. will help get the word out.

You shouldn’t expect to change the world this way. If they become generally popular, it will mostly be due to other people becoming customers, and that’s not up to you. Also, there are reasons why the leading products are popular. Such as, some people are probably happy with them! But at least you did your bit.