Greenpeace’s recent return to the fight against Big Oil has sparked a significant reaction
Greenpeace‘s recent return to the fight against Big Oil has sparked a significant reaction, with their viral film, “Total Pollution: A Dirty Game,” making waves. The video shows a packed rugby stadium drowning in oil as the kickoff whistle blows, protesting Total Energy Corp sponsorship of the Rugby World Cup.
This creative approach aims to draw attention to the issue of greenwashing, similar to how human rights groups challenged the FIFA World Cup last year. While these protesters align ideologically with “Just Stop Oil,” their tactics appear more polished and less disruptive, at least in the literal sense, often overused in advertising jargon. But are these methods more effective?
Recent research delves into how millennials and Gen Z participate in environmental protests. These generations display heightened passion, awareness, and concern for the climate crisis. Their approach to activism and protest has evolved compared to previous generations.
Growing up with digital tools and social media, millennials and Gen Z use these platforms to connect with like-minded individuals worldwide. Connected activism, including hashtag campaigns, online petitions, and virtual protests, has become a potent aspect of environmental advocacy. They emphasize the intersectionality of environmental issues with social justice and equity concerns, advocating for holistic solutions.
The younger generation has also introduced fresh perspectives and strategies to environmental protests. They employ art, music, and creative expressions to engage and mobilize their peers and the public, influencing which actions make headlines. Thus, the foundation laid by previous generations of environmental activists now seems tired.
Many of my Boomer contemporaries fail to comprehend the zealousness of a beleaguered generation. However, there’s a realization that playing nice can only achieve so much. Many older generations need to grasp the urgency felt by today’s youth, who frame climate action as a moral imperative due to potential long-term consequences.
This sense of urgency has driven “terminally online” Millennials and Gen Z from the digital realm to the streets, revitalizing old-school direct action. Surprisingly, the traditional activism institutions have not effectively harnessed this creativity for in-person direct action, resulting in the same old outcomes: public outrage and an advantage for the establishment.
Perhaps traditional NGOs, rooted in process and scale, have forgotten their origins. To rejuvenate, they must be unafraid to tear up the old creative rulebook, unburdened by the fears that come with age and experience.