More than anything else, this is a piece about hope: about the power of each of us to have impact in our own lives, in the lives of those around us, in our communities, and to our ecosystem and the entire planet.
Sign by Nancy Hodge Green, used at Seabrook by Shel Horowitz, 1977. Photo by Shel Horowitz
Two case studies from my own life:
How a Single Demonstration Redirected US Energy Away from a Super-Toxic and Dangerous Future to a Much Saner Alternative
At age 20, I was one of 1414 protestors arrested as we occupied the construction site of the Seabrook nuclear power plant. At that time, the US government was envisioning 1000 nuclear power plants around the country. They never got past about a tenth of that, and I’m convinced that the ripples from that demonstration have a lot to do with why. On the 40th anniversary, I wrote a five-part blog series about what happened and my take on why. That link will take you to part one, with jumps to each succeeding part at the bottom. It’s really important reading for activists, authors, business innovators, educators, and others who want to change the world.
How Changing What I Eat Led Me to a Writing and Marketing Career I don’t know the exact date, but I think some time last week marked 50 years since I stopped eating meat. I know that I threw a party to mark my conversion and planned to stop eating meat as of that late August date, but I’d actually stopped several days earlier. I’m grateful for several things about that transition:
1) that after almost four years as an activist it was the first major step I consciously took toward living lighter on the earth, changing my lifestyle to match by beliefs;
2) that it was the first time I was really thinking long-term and strategically: I came home from a fishing trip at age 12 and announced I was turning vegetarian. My mom immediately responded that vegetarianism would stunt my growth. I was already a runty kid, small and weak for my age, and we didn’t have the Internet to check easily—so I promised her that I’d wait—and promised myself that I would remember and honor my promise to go off meat once I’d reached that milestone);
3) that I actually was capable of remembering and fulfilling a promise made four years earlier
4) that the whole world of food alternatives began to open up to me with this transition. Although Yoshi had been part of my life for about five years and thus I had some exposure to Japanese food, we had very little money and seldom ate out, and my mom’s cooking was tilted heavily toward kid-pleasing macaroni casseroles and meat loaves. She was into whole wheat and brown rice, so we were a step ahead. But I knew nothing about the flavor and nutrition and cooking techniques of Indian, Thai, Turkish, Mexican, Ethiopian, Vegamerican, Szechuan, Arabic… I’d never made bread, or yogurt, or sprouts, or pretty much anything from scratch other than salad dressing. The deeper my explorations, the more exciting eating became.
5) that I would arrive two months later for my first term at Antioch College with a new identity and lifestyle, and would not have to remake myself later in the eyes of my peers: something that deepened once I did arrive on campus and (with 600 miles between me and the stairwell where I was raped by a stranger several years earlier) almost immediately got in touch with my bisexuality and became active in the school’s flourishing LGBT community—which in turn led me to be involved in campus theater, campus radio, my first public speaking, my first time running an organization, an extended and public dialogue with the town’s mostly-progressive but homophobic newspaper that gave me a window into the power of the press (and thus my career as a writer and marketer), and more.
Lessons for Organizers, Change Agents, and Business Visionaries
In other words, there’s truth in the parable about a single butterfly’s wings changing the climate on a different continent. Our actions ripple out and ripple out and ripple out again, and we never know the full consequences of those actions when we undertake them. I had no idea when I stopped eating meat how far that would reverberate and how much it would shape me. I had no idea when I took the training ahead of the Seabrook occupation that we would leave a national movement in our wake whose effects are still felt almost 50 years later. Did Gandhi, Steve Jobs, Mary Kay, Martin Luther King, Jr., Thomas Edison, Tim Berners-Lee (inventor of the World Wide Web), Mother Teresa, or Nelson Mandela know at the beginning of their careers what impact they’d have? I very much doubt it.
We’ve all heard toxic, disempowering, dream-stomping clichés like
“You can’t fight City Hall”
“We’ve always done it this other way”
“That’s impossible”
“You’ll always be a failure”
“We call B.S.!”
That’s the appropriate response, made famous by X Gonzales, at the time an 18-year-old survivor of the mass murder at Marjorie Stoneman Douglas High School in Parkland, Florida just three days earlier. That same year, they co-organized (and spoke at) a huge national march on Washington and helped to shepherd through the first meaningful gun safety law in gun-loving Florida in this century.
And we all have to “call B.S.” when anyone tries to destroy our self-esteem, our calling, and our power.
18-year-old X Gonzales (center) gives the “Call B.S.” speech in Ft. Lauderdale, Florida, February 17, 2018. Photo by Barry Stock, via Wikipedia.
Like Gonzales, we must embrace our ability to make change and join with others, nonviolently, to achieve that change.
For some, including me, becoming an activist is a way to do that. For others, the path takes different forms, such as being a parent or teacher or health care professional—or, for that matter, an accountant, manufacturer, or prison administrator—and carrying out those duties in ways that build up others, help them achieve those dreams, and help THEM build up others—to build a community, and a planet, based on the worth of every individual. Because to focus only on building yourself up is narcissism, even sociopathic.
This post was inspired by a private note admiring my activism but saying the writer got too depressed to do this kind of work. Here’s s my response, exactly as I wrote it, except I broke it up into more paragraphs and added more specific locations:
I’m sure you make the world better in other ways. Not everyone is cut out to be an activist–it’s a path where 90 percent or more of your efforts seem to be for naught (though often, change IS happening but not visible in the moment).
Because I focus on the positive, I’m able to find the strength to continue. I keep in mind that when I was born in December, 1956, half of the US was still officially segregated and racism still ruled most of the rest. Women and people of color had very few career opportunities. White women were mostly teachers and nurses while people of color were channeled into laborer, domestic, sanitation worker.
Male-on-female domestic violence and casual sexual harassment were considered normal and acceptable. People were still getting fired or even imprisoned for being in a same-sex or interracial relationship. There was close to zero awareness of pollution, climate change and making our ecosystems more resilient. Decent food was very difficult to find. And the last well-known nonviolent revolution had been in India almost a decade earlier.
Except that OFFICIAL segregation had ended, most of that was still true on October 15, 1969, when one casual comment within a speech at the first Vietnam peace demonstration I ever attended set me on a lifetime path of activism. Yet, in 53 years–a nanosecond in geologic time or even in human history–all of that has shifted. So things ARE getting better because of activism.
The other thing that keeps me going is the knowledge that MY OWN ACTIONS have made a difference several times.
Here are my top three: 1) I founded Save the Mountain, the group that kept a particularly offensive luxury housing development off the Mount Holyoke Range [Hadley and South Hadley, Massachusetts, USA] a mile and a half from my house. Even experts within the environmental movement locally had given up hope. I went in with the attitude that we would win–but even I thought it would take us five years. We did it in just 13 months–because all of us worked on different pieces where we had expertise, and because we had mass support from area residents.
2) I was one of the 1414 people arrested on the construction site of the Seabrook [New Hampshire, USA] nuclear power plant in 1977. By the time the last of us was released two weeks later, a national safe energy movement had been born, most of it adopting the nonviolent resistance techniques and consensus decision making that we used in Clamshell Alliance here in New England. Here’s a link to an article I wrote about the lasting shifts in the culture that movement created: https://greenandprofitable.com/40-years-ago-today-we-changed-the-world-part-4-shifts-in-the-culture/. And while we ultimately lost the battle to keep Seabrook from being built, we basically put a halt to the development of new nukes (unfortunately, we have to fight that battle again–but keeping these unsafe and unnecessary monsters off the drawing boards and out of the power grids for nearly 40 years is a pretty good outcome. And this time, I have great confidence that we will win.)
3) My work in local electoral politics [Hampshire County, Massachusetts] has helped to bring about a lasting progressive majority and a series of four progressive mayors in a row in Northampton, and this April took back the Hadley Select Board again after losing to a Trumpian majority in 2021 when we couldn’t find anyone willing to run. I think we’ve taken control of the board three times. Two for sure.
Again, I recognize that my path of activism isn’t for everyone. Neither is my parallel path of working within the business community to spread the message that solving our biggest problems, like hunger, poverty, racism, othering, and even catastrophic climate change and war, can be a profit path for business.
But each and every one of us can find our personal way to make a difference, to brighten the light for all of us, and to help bring into being the planet we want to pass on to subsequent generations.
If this post inspires you, please post a comment about what you’re already doing, or what you will start doing.
A cynical friend responded, “Sometimes…none of this is true.” And I replied,
But all of it is, sometimes. Sometimes is the anchor word here, that allows us to play with our perceptions. All of it is true once in a while, but all of it is not true often enough that the inability to go there feels normative to you. As someone who has spent some big chunks of my life on the margins for various reasons, I can assure you that the narrow, normative, conformist version of reality isn’t real for a big percentage of the population—but who’s in and who’s out might vary over time.
My “margins” experience is both direct and indirect. Directly, I’ve been treated as marginal—”othered”—for living in poverty in my younger years…for not being into sports, hypermasculinity, or TV celebrity culture…for being Jewish…for being bisexual…for being a Northerner in Georgia and an Easterner in Southwest Ohio…And I’ve confronted ageism against both the young and the old—which started when I was very young and has continued now that people are beginning to think of me as old.
But I’ve also worked with a lot of groups that were marginalized in ways outside of my own direct experience of it. In college in the 1970s—long before same-sex couples were socially acceptable—I ran the campus Gay Center and started two more in cities where I had college co-op jobs and went to my first same-sex wedding in 1978 or ’79. I did community organizing around the environment and safe energy all the way back to 1971, when I was a 14-year-old high school junior—and that consciousness didn’t really become mainstream until THIS century. I worked as a paid organizer for an elders’ rights organization at 22 and 23. I had my consciousness raised about a whole bunch of disability rights and minority rights issues during the six years in the 1990s when I served on my city’s official disability access committee (helping public spaces like theaters and restaurants meet accessibility codes) and simultaneously on the District Attorney’s Civil Rights Advisory Board (sensitizing lawyers, cops, and criminal justice workers to the needs of marginalized communities). I worked for 15 years in that city and 24 years in the neighboring small town where I live now on opening up the electoral process and city/town government to disenfranchised voices. And for more than three years, I’ve been deeply involved with immigration/refugee justice work, including an extended visit to the US-Mexico border where we visited a huge refugee camp daily and heard the stories of some of the most marginalized people in the world.
This diversity of experience may seem very random—but certain common threads hold it all together into a larger whole that feels coherent and meaningful to me. A few examples:
All of this work is about empowering people who have felt powerless
All of it embraces the same construct that the poet presents: that just because something is a certain way doesn’t at all mean it’s impossible to change it (I even did a TEDx talk on this called “‘Impossible’ Is A Dare” (it’s 15 minutes long, riffs on a quote by Muhammad Ali that I misattributed at the time, and discusses how socially and environmentally conscious businesses can change the world—to watch, click the link and then click again on “event videos”)
All of it works on the theory that change happens faster and more fully when it becomes a movement—while acknowledging that acting alone can still make a significant difference. (I’m very proud of my one-person, three-day demonstration against the US bombing of Libya that drew middle fingers and jeers on the first day, but supportive honks and waves on the third day, as well as many individual conversations with people who thought differently, sometimes reaching common ground and always de-demonizing each other—but I’m even prouder of the broad-based movement I founded that saved an endangered local mountain.)
It all recognizes that change happens both internally, inside your own heart and brain, and externally, as the actions of one person or a movement ripple out into the wider world–and as these movements find common ground and begin to work together, discovering their intersectionality: their common struggle.
Often in this space, I talk about my work to bring social change and environmental responsibility to the business world. But that comes out of my advocacy for wider social change outside the business community. I’d like to take a moment to reflect a bit more on the activist side.
Sign by Nancy Hodge Green, used at Seabrook by Shel Horowitz, 1977. Photo by Shel Horowitz
As a 12-year-old, I went to my first Vietnam War protest on October 15, 1969–a national day of protest called the Moratorium. One of the speakers said it was an undeclared war–and that one sentence changed my whole worldview. The house of cards that I’d learned in school about checks and balances, electoral democracy working for the people, etc. came tumbling down. I started questioning, learning, organizing.
Since then, I’ve been involved in many movements and participated in hundreds of actions, dozens of sustained campaigns. Many were unsuccessful, but I can point to quite a few where the world changed because of a movement I was part of–and a smaller but still significant number (at least 20) where I feel I personally made a difference. The five I’m most proud of are:
1) Founding Save the Mountain, which created a successful movement to protect a threatened mountain in Hampshire County, Massachusetts (where I’ve lived since 1981). We reached out across all sectors of the community, organized on many fronts, and had the mindset that we would win. And win we did–in just 13 months! I always thought we would win–but even I thought it would take five years.
2) Organizing around safe energy for decades, and especially participating in the 1977 Seabrook Occupation that took the safe energy movement national. I’ve written a five-part series on how this action changed the world. Part One is at https://greenandprofitable.com/40-years-ago-today-we-changed-the-world-part-1/ , and each part links to the next one.
3) My current work on immigration justice through a specifically Jewish lens, as part of a tiny but powerful affinity group. We’ve been working for two years and have created enormous awareness of the issue in our area, coalitioned with many other groups on this and related issues such as prison reform and the welcoming of Jews of color into traditionally white Jewish settings, and spent a week on the border witnessing, listening, organizing, and even teaching two writing workshops for some of the residents of the refugee camp: one for children and one for adults.
4) Roughly 15 years doing extensive LGBT liberation work, working in conservative areas like Georgia and Ohio as well as liberal ones like NYC, Providence, Northampton (MA), and Providence–and seeing attitudes change.
5) Defending democracy and retaking two municipal governments from the conservatives (in my current town, we’ll be doing that again this spring; we lost control because we couldn’t field any candidates last year).
It’s been a wild ride–and I wouldn’t have it any other way.
It’s easy to get discouraged when we look around and see all the problems. But it’s also crucial to see our progress and celebrate our victories. The massive outpouring following the murder of George Floyd is one recent example of a people’s movement that made change. His murderer, a white cop who would have been expected to get off, was convicted, and many communities have been grappling with the role of police.
Nonviolent peace demonstration in Britain
I am 65 years old and have been an activist for 52 years. In my short time, I’ve seen people’s movements achieve many victories for human rights, for the planet, and for ending poverty. Yes, the pace is too slow. But yes, the wheels of positive change are turning. When I was a child, segregation was still the law in the American South and in openly racist apartheid regimes like South Africa and Rhodesia. If women worked, it was mostly as teachers, nurses, and domestic. Lesbians and gays were completely marginalized and ridiculed–and bisexual or trans people were invisible. People with disabilities were often warehoused in horrible institutions. Agriculture was so focused on overprocessed foods with the nutrition stripped out and chemicals put in. Most people had never even heard about the environment and concern around climate change was almost unknown–while factories spewed toxins into the air and water. The UN Sustainable Development Goals would not be written for decades. Nuclear power and fossil fuels were all that people thought about for energy, and no attempt was made to conserve or recycle.
WE, THE PEOPLE, CHANGED ALL THAT! And we can do it again and again. We may not live to see the change we want, but we CAN make a difference when we work together for change. If future generations have better conditions because of our efforts, our work is not for naught–just as the work of people in the 1980s, 1970s, 1960s, 1950s, and all the way back for centuries made things better for us.
Knowing that moving the business world is crucial to leverage change, I’ve focused much of my career as a writer, speaker, and consultant on showing that when business chooses to operate in ways that make a difference for such issues as hunger, poverty, racism/othering, democracy, war, and catastrophic climate change (to name a few), they can succeed financially as well. I’ve set up a website at https://GoingBeyondSustainability.com to provide resources for that transition.
On the activist side, I’ve been involved with many causes over the years, and have had a few victories, including starting the movement that saved a mountain threatened by a disgusting real estate development. Because we always had the mindset that we would win, we did, and it was quick–just 13 months. My current main cause is immigration justice–but all the issues are related and we have to seem them holistically.
I love this post from the Changemaker Institute, How to Change The World By Meeting People Where They Care. I love it because it approaches social change through a marketing lens. It starts by revisiting the famous Loving v. Virginia Supreme Court Case of 1967, which struck down longstanding bans on marrying across the color line. Pointing out how Richard and Mildred Loving got people to care, the post goes on to ask how to get people to care about what you’re doing–and answers with a business-oriented focus on outcomes of your social change action, which you arrive at through these questions (quoting directly from the post):
What does it take to get an investor to believe in your business and invest in your mission?
What does it take to get customers to believe in your product or service and invest in it?
What does it take to get your employees to believe in your company’s mission and invest time and energy in supporting it?
What does it take to get people to support your vision for a better world? [end of quote]
Shel’s inspirational posters describing his “sweet spot” institutional mission and his 2020 and 2021 sets of three words to inspire his year
To take it a step further: I see getting out of the silo, rubbing shoulders with people who are not like you and examining different ideas from different industries or different sectors of the same industry as crucial is testing your own ideas, sharpening them enough to really get inside someone’s head and cause enough discomfort with the status quo to embrace the brighter future you propose. Whether you’re marketing a business or a movement, that’s a pretty important thing to do.
This is not a coincidence; Gil sent the link to Joel’s article around before the call to everyone who registered for it.
I found the article provocative enough that I posted this comment (and the Living Between Worlds open discussion was so fascinating that I plan to listen again once the video is available):
Good piece, Joel. You’ll be glad to know Gil Friend @gfriend kept his promise to discuss this topic in the monthly “Living Between Worlds” brain trust Zoom.
I come at systemic change through a lifetime of weaving together my two “split personalities” as both a marketer specializing in green and social change companies/products/services and as an environmental, social justice, and peace activist whose credits include starting the movement that saved a threatened local mountain.
Through the nonviolent social change lens of people like George Lakey and Erica Chenoweth, I look at institutional structures: how they prop up the system, create major barriers to change, and ultimately fail because they fail to change–and where they are weak and shaky and vulnerable. Sometimes they collapse with surprising speed (think about the Arab Spring a decade ago, or the government of Afghanistan just in the last ten days. Sometimes, it takes decades. The Quakers targeted slavery for about a century before it was illegalized.
But the marketer in me says systemic change is far more likely to succeed if the effort was made to change popular opinion first. The US civil rights movement created the opinion shift that made civil rights legislation not only possible but enforceable. Opposition to the Vietnam war was strong enough that LBJ felt a need to withdraw from his re-election campaign, years before the troops finally came home. And when we did Save the Mountain here in Western Massachusetts 21 years ago, our first task was to change the “this is terrible, but there’s nothing we can do” mentality. Once we shifted that, the victory was very quick.
On a discussion forum for nonviolent (NV) activists, my friend David has been a consistent advocate for filling the jails, and has expressed frustration that so few people are willing. The discussion recently turned to encompass the question of property destruction (I’m an opponent). I shared my thoughts about both tactics, and added the concept of meeting people where they are and building a ladder for them to go deeper. I thought it might be useful to share it here, even though I recognize that it won’t be relevant to many of my business readers. You can see the entire conversation at https://thepowerdynamicofnonviolence.blogspot.com/2018/12/if-you-can-persist-in-face-of.html
Activists project pro-immigration signs onto the US border station, Brownsville, Texas, February 15, 2020. Photo by Shel Horowitz.
@David Slesinger, it’s beginning to sound as if you feel that ONLY NV actions that result in arrests and jail are meaningful. I strongly disagree with that premise–and so would Gandhi (the local textiles movement), MLK (Montgomery bus boycott), and the Hebrew midwives Shifra and Pu’ah, who may have invented nonviolent resistance 3000+ years ago. (I’m at least not aware of any earlier documentation of a nonviolent action against state power than the scene in the Old Testament where Pharaoh confronts them.) The majority of Gene Sharp’s 198 NV tactics do not involve arrest.
I have been involved with hundreds of actions that provided meaningful protest and in some cases helped to change government policy that did not risk arrest.
Also, it’s important to give people a ladder. You have to meet people where they are ready. Most new activists take tentative steps at the beginning. Over time, some of them move up that ladder. Serving any jail time of more than a weekend or so is pretty high up the ladder. Serving a sentence of months or years is almost all the way at the top (a little below martyrdom) and many of us never reach it. You have told me many times about your frustration that so few people are willing to do as you’ve done.
Unknown raises excellent points about property destruction. Destruction of private property is a mistake both morally and strategically, for the reasons Unknown cites and also for its effect of making enemies of those whom other NV tactics would turn into allies.
I am a rape survivor. I have also experienced the break-in and looting/ransacking of apartments I was living in. They feel remarkably similar; the difference is in degree. Both are a violation. So was the time I was visiting my college after finishing, staying at the Gay Center–and a rock wrapped in a Nazi hate message came through the window. It wasn’t my property, but I felt just as violated.
I do make a distinction between property belonging to a single person (and that would include the merchandise inside a small store) and the use of property destruction aimed at the state or at e.g. military contractors–such as the actions of the Berrigans and their compadres in damaging draft records and nuclear missiles. WE should note that unlike looters, they got no personal gain, were really careful to avoid collateral damage to living creatures, and waited around to be arrested. They maintained the moral high ground even while destroying things. But this is extremely rare. Most instances of property violence are perceived as criminal or even terrorist by the public at large AND the power structure.
Yesterday and today, I’ve listened to a bunch of the EarthDayLive2020 conference. It’s exciting to see this intergenerational, intercultural, and very smart group of activists and performers attracting thousands of viewers over Zoom.
One speaker, Erica Chenowith, tossed off a remark that changed everything I think about the 2020 US presidential election. She said—and this is so clear after all the progressives exited the race—that we get involved with this election not to choose our ally but to choose our adversary (she used the term “enemy,” but I think my term gets her meaning more accurately).
This, to me, might be the secret sauce for getting progressives to come out and vote. In this scenario, Biden migrates from lesser evil to far, far better adversary. With a moderate and relatively honest Democrat in the White House, progressives will have a much easier time moving our agenda forward. Biden will be more pliable on economic issues, on the social safety net, and on the environment. He is no Bernie Sanders or Elizabeth Warren, but he is someone who does listen, and who occasionally changes his mind—as he did on same-sex marriage. In the Bill Clinton era, he supported the horrid DOMA, but he pushed Obama well to the left when marriage equality came to the tipping point.
He is already likely to reinstate the US into the Paris Climate Accord. Once he understands how the Green New Deal will create jobs, put discretionary spending into people’s pockets, and reduce our vulnerability both to foreign oil oligarchs and to runaway multinational corporations—thus reducing the risk of war—I think he would support it or at least not interfere with it.
In other words, a Biden administration would be a much more welcome adversary. It would be more humane, more willing to work with other countries, interested in preserving rather than destroying the environment—and far more predictable. And it would be a complete rejection of the apparent main goal of the current occupant: to make himself even richer and everyone else be damned. In other words, Biden will be someone who will respond as we would like him to, at least some of the time—and who is unlikely to ever engage in the viciously destructive hate-based politics we see every day.
There’s ample precedent. LBJ, the long-time Southern politician, not JFK, the liberal icon, was the one who signed several pieces of civil rights legislation and declared war on poverty. Richard Nixon, a Republican and anticommunist extremist, was probably the president who did the most to protect the environment other than perhaps Obama–not because he believed in the cause, but because public outcry left him no other choice. (Of course, the good work Johnson and Nixon did on these issues in no way gives them a pass around the Vietnam war, domestic repression, etc.)
I’d love to hear from progressives who take electoral politics seriously—is this the way we attract young disillusioned progressives who are ready to sit out the election because we are once again stuck with a centrist candidate who doesn’t really represent us? Please weigh in
