Activism
Activism — the policy or action of using vigorous campaigning to bring about political or social change; or is it?
This is a new series of articles. Some of the many thoughts that have arisen for me over the past few years as I have continued to refine the role I want to play in business in the years I have left. I think of all the new learning I have acquired as my ‘informal PhD’. I’m starting with A for Activism. Which might seem strange, as activism is something I once associated with charities and lobbying groups rather than business.
A new vision of activism is at the heart of what I believe business has to become. Part of the shift from extractive to regenerative; from shareholder & stakeholder to rights holders; from profit to purpose. It’s a vision where the characteristics of businesses and NGOs are blended and new business forms emerge ; where social and environmental purpose is at the heart of business design.
How can we define activism today? The Oxford English dictionary defines it as
“the policy or action of using vigorous campaigning to bring about political or social change”
I think it is even more simple. It’s just to act. To be someone or something that takes action. It probably sounds simple but remembering that taking action is at the centre of activism is important, if for no other reason than to avoid too much talking and theorising!
It’s not however to act ‘against’.
Many NGOs that came to power during the explosive growth of such groups in the 90s, habitually designed their actions and communications around being ‘against’ something, or seeking to ‘stop’ something happening. It’s a negative approach but they quickly became thorns in the side of organisations, governments and businesses. In many ways they helped give strength and impetus to ‘corporate social responsibility’ — a business response to that ever present buzz of potential criticism, exposure and sometimes relentless attack.
As knowledge in the fields of positive psychology, neuroscience, ecopsychology, the effect of shame in society has increased — combined with charity fatigue from the endless exposure to horrors and traumas which were having less and less impact — it gradually dawned on some international organisations that standing ‘for’ something was infinitely more persuasive than constantly haranguing targets to ‘stop’ something. That partnerships were more productive than pitch battles such as Greenpeace used to perpetrate on corporate organisations like Shell or Zara, swarming all over them in an attack-dog archetype.
This new kind of activism has gradually seen a growth in partnerships such as between Interface and the Zoological Society of London on Net-Works, between Unilever’s Vaseleine and Direct Relief to create The Healing Project.
As this new form of activism took root, some companies began the transformation from their own business model to adopt more of this philosophy, moving beyond compliance-focused CSR to embedding environmental or social purpose into their business strategy. Sometimes putting sustainability at the heart of business like Unilever’s Sustainable Living strategy, sometimes putting human development at the centre of business like Next Jump, a ‘deliberately developmental organisation’ celebrated in Robert Kegan and Lisa Laskov Lahey’s An Everyone Culture.
Also at the heart of activism is change. Changing something for the better. Businesses are very well placed to do both those things: take action and change something for the better. But how?
What are the Opportunities for Impact & Change
Some years I read a book called Active Hope by Joanna Macy and Dr Chris Johnstone. In their book Joanna and Chris defined three ways in which we can act for the future which I will call:-
Protect & Preserve — looking after what we have left (environment, species, culture, people), and protecting and caring for those we have hurt; traditionally the preserve of charities, NGOs and governments but often the simplest way in which business can get in volved in the ‘great turning’.
Life Sustaining Systems — the really hefty systems which dominate how human life works on earth — infrastructure, systems, energy, water, waste, transport, education, food, finance. Turning away from extractive and destructive approaches to working in ways inspired to support and sustain life in all forms.
The Shift in Consciousness — perhaps the most important of the three and without which the other two don’t happen. Pushing forwards with human psychological development and helping to catalyse the wake-up call needed to get more people engaged and active in the first two.
You can choose any one of these arenas for your action, or — if you’re really bold — you can choose to work on all three areas and really become a busienss for the 21st century circumstances in which we find ourselves.
Well known to outdoor enthusiasts and purpose-led business leaders alike, Patagonia exemplifies the form of new activist business. It’s still a business. It still sells stuff. But it has woven into its design and operation a deep commitment to the preservation and protection of the environment. From the Footprint Chronicles which document the impact of every single piece of clothing in the supply chain, to the constant search to minimise that impact through product innovation, to its grassroots support by giving 1% of profits to environmental organisations, to its global campaigns to stop water management through dams — this is a company with purpose at its heart rather than profit.
Redesigning for Activism and Planetary Purpose
I believe we’re at a stage where we need to take new activism a step further into business. We need to redesign business education, startup ecosystems and existing organisations to focus their businesses around planetary purpose. We don’t need just one or two global lights like Patagonia to show the way, we need all businesses to consciously make a choice to lead with social and environmental purpose at the centre of business strategy. Why?
We have a slew of global existential challenges or the horizon that can only be met if all systems come together. Business is one of the biggest systems on the planet today, so it’s essential it plays a part.
We face interconnected impact from climate change — drought, storms, flooding — which will increase movement of people around the world to escape the worst effects. We face growing soil depletion and deforestation which affects the future of food production. No soil, no food — unless the world can grow everything it needs with hydroponics, — unlikely. We have a monster problem of plastic pollution in our oceans and seas, and are plundering the bottom end of the fish food chain to create feed for farmed fish — no fish in the ocean, no food chain.
It’s always true to say that some of our greatest challenges contain the biggest opportunities for business. Even if it’s not transformational business, but business as usual. I believe every single existing business has a responsibility to look at the way in which it does business and see what it’s own opportunities are for activism and engagement.
Where can you start?
The UN Sustainable Development Goals are a great way to start. They’re a brilliant template for imagineering. Contained within the 17 Goals and 169 targets are issues that pervade every single organisation. There’s something every business can choose as a strategic piece of activism to be woven into its business strategy. Let’s look at some possibilities of adjacencies on which a business could build.
Regional apparel brand — could act for marine life SDG 14 by supporting ocean plastic issues, sustainable cities & communities SDG 11 by supporting local community development, Responsible Consumption & Production SDG12 by going circular throughout the supply chain
International airline catering supplier — could act for Zero Hunger SDG2, Good Health & Wellbeing SDG3 by transparency ingredients sustainable source with educational communications, Responsible Consumption & Production SDG12 by looking at waste in the supply chain, Life on Land SDG15 by sourcing organic and fair-trade.
Lavender Producer & Garden Centre — Life on Land SDG15 by increasing education & sales of bee-friendly plants and design to support biodiversity and reducing pesticides and insecticide sales, decent work & economic growth SDG8 by exxperimenting with self-managed new business services
International haulier — could support SDG8 by creating Decent Work & Economic Growth for refugees, SDG7 by committing to a partnership with Tesla new generation electric trucks
Coffee & chocolate brand —could support SDG15 by sourcing only from sustainably managed cacao farms, which could support SDG1, 2, 6,8,10 and 12 if those farms were smallholder farmers in developing countries who needed help with local irrigation management
Industrial flooring brand — could support SDG14 Life Under Water by partnering with fishing villages in developing countries to retrieve plastic nets which are damaging coral reefs, pack and ship them back to Europe for recycling into new flooring, and use the proceeds to create a social fund for education and entrepreneurialism back in the same fishing villages, thus supporting SDG8 Decent Work & Economic Growth.
All bar one of these are real examples already happening! Can you guess which brands these examples belong to? Have a go in the comments below and I’ll let you know if you’re right.
These are brilliant examples of the new activism. It’s no longer as simple as choosing a favourite charity and raising funds. It’s no longer as simple as having a good CSR programme or employee volunteering, great governance which makes sure you tick all the legal boxes, a sustainability strategy or a clever brand campaign. It is about putting Purpose — a grand social and/or environmental challenge — at the heart of business and redesigning the organisation and culture around that mission.
Of course it’s much easier to do from scratch for a startup. But that doesn’t mean it’s impossible for an existing business to do. If the commitment to take part in the grand challenges we face is there, the way will be found.
If you would like to explore how you could put Planetary Purpose at the heart of your enterprise, We Activate The Future helps organisations explore how to expand corporate social responsibility and sustainability strategies into embedded purpose in business strategy, first by exploring what might be possible for you before you take the leap. It takes brave and visionary organisation to play a part in designing regenerative futures; we exist to stand shoulder to shoulder with those who want to try. Contact us at jenny@weactivatethefuture.com.
