In her recent TEDx Talk, “Why does activism struggle to make change happen?” One Young World’s managing director, Ella Robertson McKay, dissected the disconnect between activist energy and tangible results.
Ella Robertson McKay draws from her decadelong experience working with activists on a global scale. She notes that in the U.K. alone, about 5,000 new charities are started each year, while an equal number close. This statistic suggests that many passionate individuals create new organizations instead of joining existing ones.
“Rather than venturing out on my own, where could I add my passion rather than creating something new?” Robertson McKay asked. She advises activists to seek out established groups and contribute their unique skills, whether they’re nurses, engineers, or social media experts.
Ella Robertson McKay also stresses the need for inclusivity in activist movements. She urges organizers to look around and ask, “Who isn’t here?” Considering factors like ethnicity, socioeconomic background, and disability ensures that movements represent a diverse range of perspectives and experiences.
Seeking Unlikely Allies
One of her more contentious suggestions is to look for allies in unexpected places. She acknowledges that this idea might be unpopular among some activists who feel certain groups don’t align with their values. However, Robertson McKay argues that engaging with those in power — even if they don’t initially agree — is crucial for effecting change.
Using the climate movement as an example, Robertson McKay points out that the often-vilified major energy companies now conduct significant research and development in renewable technologies. She contends that excluding these companies from the conversation means missing out on important technological advancements.
“We need everybody,” Ella Robertson McKay asserted, emphasizing the urgency of addressing climate change. “So, I would say find your community, bring your skills, and build that community as widely as you can.”
Ella Robertson McKay on Traps for Activists To Avoid
Robertson McKay identifies three major traps that hinder activist movements. One of these pitfalls is slacktivism. This refers to activism, often online, that may feel productive but often fails to create real-world impact. Robertson McKay argues that the time spent on social media, which averages about 2.5 hours per day, could be better used for tangible actions.
“While we’re sitting there doomscrolling and resharing and snapping back in the comment section and getting into it, we’re actually kidding ourselves that we’re making a difference,” Robertson McKay explained. “We’re getting these dopamine hits and we’re feeling good about ourselves.”
Robertson McKay challenges: “Imagine if we spent that 2.5 hours actually doing something in the real world, taking our activism offline?”
She adds, “All of those posts you see about, ‘This is what you can do to make a difference.’ What if people actually did that rather than just resharing it on Instagram? We could do so much more.”
Part of doing more, according to Robertson McKay, is avoiding what she describes as “Pure think.”
Similar to groupthink, this trap involves excluding people who don’t conform to a specific set of beliefs. Robertson McKay warns this approach can alienate potential allies and limit a movement’s growth.
Robertson McKay also advises against being “flipping annoying.” Vandalizing a painting in a museum won’t work. While data shows that nonviolent uprisings are twice as likely to succeed as violent ones, Robertson McKay cautions against nonviolent uprisings using tactics that irritate or inconvenience the public. She argues that such methods can emotionally disengage even those who intellectually support a cause.
“I would say with irritation factors, it’s a bit like slacktivism,” she added. “Aggravation, sure, it creates awareness. But with our phones constantly pumping us information, awareness is rarely the issue. A real danger that we’re facing at the moment, is rather than creating movements that people want to join, we’re creating movements that people step away from.”
The Power of Staying Focused
Ella Robertson McKay concluded her talk by painting a picture of effective activism that contrasts sharply with the viral, high-profile image often associated with modern movements. She describes a scenario where activists engage in “unglamorous work,” meeting with government officials in drab offices rather than at high-profile locations.
“And the bill gets passed, the law gets changed, the product gets recalled, you’ve made a difference,” Robertson McKay said, emphasizing the importance of focused, behind-the-scenes efforts over viral moments.
Implications for Modern Activism
The co-author of the 2019 book How To Make a Difference, Robertson McKay’s insights challenge activists to rethink strategies and focus on building inclusive, diverse communities that welcome unlikely allies. By highlighting the disconnect between large-scale protests and actual progress on issues like racial equality, climate change, Middle East peace, her talk serves as a wake-up call for activists. It encourages a move away from viral moments and toward sustained, strategic efforts that lead to concrete policy changes and societal shifts.
“As we navigate the complexities of activism in the modern era, let’s remain vigilant, adaptable, and committed to fostering genuine progress in our communities and beyond,” Robertson McKay recently posted on LinkedIn. “Let’s continue to refine our approach, amplify our impact, and drive lasting change together.”
