Movement Notes: Fall 2019 Edition
 
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NOTE: The Biggest Movements are Unknown to Young Americans

I am often asked for the most surprising statistic or finding from our research – often by media at conferences and in interviews. By now, I don’t know if anything is surprising as much as continually revealing and building on social issue personas of young Americans. When we live in certain echo chambers, as they say, we often hear of movements and campaigns relative to moments in culture and expect them to be the norm. We then are shocked when others don’t understand what we have heard or even believe. A movement is no different.

 
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In our 2019 research, we discovered that some of the most popular movements were not as well-known as we thought. For instance, of young Americans 18-24, March for Our Lives – a movement that some would argue was the most dominant social movement of the last two years – didn’t even break into the top five. To expect every American to know about the same movements you have heard of or even tried to lift to a common narrative circulating in social and pop culture is a big assumption and one that should be consistently tested. This makes boosting public awareness and engagement an ongoing strategy that builds on bringing in new audiences and not just the like-minded ones you may surround yourself with.


Influencing Young America to Act Research Report | Download Now

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NOTE: Movements are Built In Peaks and Valleys

The most successful movements capitalize on and spark moments that yield new audiences, policy change and action. Proactively working to prepare activists, organizers and partners to be ready for these moments is the key to showing how social issues affect and are relevant to the public. Defined movement milestones coupled with regular communication to and from on-the-ground activists who have resources (imagery, key messages and facts, media-trained self-organizers) allow movement leaders to quickly deploy the constituency into action. This approach was best summed up by Jess Morales Rocketto at the Influence Nation Summit. She leads the Families Belong Together Coalition and has to oversee mobilization efforts of more than 200 organizations working for immigration policy change.

“Social movements have peaks and valleys. Learn how to recognize when you’re in a valley and need to create a peak. You can’t stay at a peak, but if you stay ready, when your moment comes, you don’t have to scramble.”

Watch the conversation I had with Jess Morales Rocketto of Families Belong Together Coalition and Aracely Jimenez of the Sunrise Movement.

Influence Nation Summit | Watch Now

NOTE: Movements Instigate Change Within and Toward Systems

When I meet with movement leaders about the change they seek, I often find them focused on a singular position – neglecting to design appropriate policy and social change within the larger ecosystem where their issues reside. Sometimes as leaders, we get enthralled with a particular niche area and forget that what we want to happen will require three other policy or cultural changes first. This connection among a movement’s desires and larger systemic policy or social/cultural norms is what can hinder progress. As movement leaders, you will have to understand which change you desire and which other elements of change are required before your particular interests can be addressed.

This is the mindset I shared in a masterclass at the Skoll Centre of Social Entrepreneurship in the Saïd Business School at the University of Oxford. Its Impact Lab comprises curated programs for MBA students who are committed to or already have an impact-driven career.

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“@BronwynDugtig Impact lab Masterclass @SkollCentre on Building Social Movements with speaker @derrickfeldmann. Systems are often in motion. Thank you for this engaging and insightful deep dive into movement theory and design! #SkollCentre #Impactlab”

“@SkollCentre Wicked problems can’t be addressed by a single person or organization; they require a movement. Our Masterclass on Movement Building @derrickfeldmann explored ways to build movements to create social and env. change. #MovementofMovements #impactlab #SkollCentre”

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Viewpoints

Recent blogs, articles, and thoughts we authored on movements and research

  • PND: What Influences Young Americans to Support Social Causes

  • PND: Ten Years of Millennial Research: What I’d Do Differently

  • PND: Drive Commitment and Change With ‘Moments’

  • NextGen Nexus: Empowerment as the Key to Engaging Youth

  • NextGen Nexus: How to Build an Engagement Pathway for Millennials

  • NextGen Nexus: A Peek Inside the Millennial Mind

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In the News

Recent interviews and research in media outlets

Derrick Feldmann