From time to time I find myself in discussion (or facilitating discussion) about whether or not campaigns and campaigners should declare their true colours and publish their vision and the route map for getting there. It’s not often that happens. More likely an organisation takes a step by step approach, raising awareness of, and lobbying for a ‘next step’. Yes the info on aims, vision, strategy might be available, but it’s not what the public encounter.
An example that springs to mind is fair trade but there are many other possibilities. The campaign for fair trade has focused on getting consumers to switch to fair trade brands of common goods. That’s gone hand in hand with working on companies to provide a ready source of those commodities that meet fair trade standards. In that respect it’s been a stunning success with the Fairtrade mark being very widely recognised and being the top ethical mark, in recognition terms here in the UK.
The problems sometimes raised are that this approach, fair trade or otherwise, simplifies issues, and leads consumers to believe that if they just switch to fair trade tea and coffee then all’s well with the world, which obviously it’s not. So what we need to do, the argument goes, is place fair trade in context of the wider issues of trade justice and the global economic system. Others argue that that’s too much for Joe Consumer to cope with in one bite and so on. I’m sure you’ve ‘been there had that argument’.
And of course it’s far too simplified a summary. Many fair trade insiders will (with much justification) say that they do a lot of awareness raising about wider trade justice issues. The problem is that work can get lost in the process of trying to formulate a simple understandable message for the public. It doesn’t fit easily on the side of a packet or on a leaflet.
There’s a danger that we end up with something akin to taking a small child on a long walk – “we’re almost there…. just around the next corner…. just keep walking for a while longer”. It’s a parallel I draw consciously, because it risks being a rather ‘parental’ approach.
Give it to me straight, I can take it
Last night I attended an open meeting of the Transition Leicester steering group. The group was looking for fresh energy and input. Several new folk , myself included, turned up. In one small group discussion I was part of we were looking at the strategic direction of Transition Leicester and very early on the question of whether the group revealed its full agenda arose. Was that too radical for folk to cope with? Do we talk changing lightbulbs and making your own compost and sideline talk of alternatives to capitalism until a later stage?
I prefer straight talk, cards on the table, and all that. But it has to be framed right. It seems to me that intellectual argument, facts and figures will only get us so far. What makes people undertake lasting change is a shift in values. In fact I’d argue that it’s a reconnection with existing values that The Man prefers us not to remember we have. All that commonly held stuff about equality, justice, humanity and compassion’s inconvenient for a consumer society, but I do think it’s present in all of us. We’re heavily sedated by all our consumer toys and told that self-centredness is a virtue. Turn on the TV for long enough and it’ll scream “me, me, me” at you.
So it’s not about radicalising people’s political views (although for some that might go hand in hand), it’s about articulating our values and connecting the dots to actions that embody those values. And if you buy into this argument then I think it’s good news because it’s simply (!) a case or reminding people what they already know to be true and showing some ways forward to rebuilding a society based on that truth.
Anti-capitalism, for example, frightens many people. But if it’s just about relating to others from a position of common humanity and letting that run its natural course…. nowt too radical there. Make it a ‘system’, conceptualise it, and it can become too distant, too irrelevant for many, and risks becoming the preserve of the academic or activist elite. Whatever change we are making, and asking others to make, it has to be framed in human terms, or so it seems to me (today at least!)
The spark for today’s sermon was a lively debate I found myself in last night on making change. One member of the small group seemed to be advocating a very traditional top-down, academic, model of change. I’m going to paraphrase, and I’m aware it’s not an argument I have immediate sympathy for, so apologies if that comes through loud and clear and I stereotype…. “To make change we need knowledge, to access knowledge we need to speak an appropriate language, and oh dear, how do we communicate that to the masses who don’t speak the language? We need to educate them as they aren’t currently capable of understanding the change that is required”.
I’d prefer an approach that allowed for the possibility that people already have the answers and the experience to make change and all that’s needed is a drawing out of that experience, a sharing, and a collective analysis. And that can happen in any language. The best one? The language of the people making the change and not the language of academics, facilitators, professional campaigners or capacity builders.
So step by step or let ’em have it? I’d like to think that if we take the time to connect with the humanity in the issues we are active on, and phrase them in the language of the people we’re communicating too, then we can afford to be open about our vision from the start.
Implications for day-to-day activism? There’s a comments field below….