Ella Robertson McKay, managing director of One Young World, recently delivered a thought-provoking TEDx Talk on why activists often struggle to achieve meaningful change. Drawing from her extensive experience working in activism for over a decade, the culture-savvy leader identified three major traps that hinder the effectiveness of modern activist movements.
1.The Pitfall of ‘Slacktivism’
The first trap Robertson McKay highlighted is slacktivism. This online trap can be counterproductive, according to Robertson McKay. She pointed out that many people engage in social media activities like sharing posts or commenting, mistakenly believing they’re making a real difference.
“When sharing the post on Instagram, you get the dopamine hit, you get the likes, you get the comments,” she explains. “You’ve put pixels out into the ether.”
But it’s also a waste of time.
“The average person is spending 2.5 hours a day on social media, but none of that is really making a difference other than putting some pixels out on the internet,” she shared. She urged activists to take their efforts offline and engage in tangible actions rather than just resharing content on platforms like Instagram.
In How To Make a Difference, the book Robertson McKay co-authored, she also addressed slacktivism. The book states, “Social media has made it easier for people to be ‘aware.’ Raising awareness is something that’s fairly straightforward to do if you have an audience, but also requires intelligent consumption of the news and intelligent redistribution of key information.”
- The Downfall of ‘Pure Think’
Robertson McKay introduced the concept of “pure think” as the second trap. This phenomenon occurs when activist movements become exclusionary, welcoming only those who conform to a specific way of thinking. She emphasized the importance of inclusivity and dialogue, even with those who may hold differing views.
Robertson McKay argued, “We should be saying, ‘Let’s have a dialogue. Let’s lean into this moment. Because, you have skills, you have energy, you have ability. You could roll your sleeves up and be part of this.'” She cautioned that dismissing people for having “problematic” views can alienate potential allies and limit the movement’s growth.
- Being ‘Annoying’
The third trap Robertson McKay identified is what she termed “trying not to be flipping annoying.”
Some activist tactics, while attention-grabbing, can actually turn people away from causes. She stressed the importance of nonviolent protest, citing data that shows nonviolent uprisings are twice as likely to succeed as violent ones when it comes to overthrowing governments. However, Robertson McKay also cautioned against tactics that might irritate or inconvenience the general public, such as activists gluing themselves to electric forms of transport.
She argued that such actions might create awareness but often fail to inspire people to take action themselves. Robertson McKay emphasized, “Rather than creating movements that people want to join, we’re creating movements that people step away from.”
Throughout her TED Talk, Robertson McKay emphasized the need for building inclusive communities within activist movements. She encouraged activists to look for allies in unexpected places, even among those who might initially seem to be opponents. Using the climate movement as an example, she pointed out that major technological advancements in renewable energy often come from big energy companies. Robertson McKay argued that excluding these players from the conversation could mean missing out on crucial innovations.
Robertson McKay also stressed the value of diverse skills within activist movements. She recounted an anecdote from Kumi Naidoo, former executive director of Greenpeace, who highlighted the various roles that contribute to successful activism beyond just front-line protesters. These roles include filmmakers documenting events, lawyers advocating for arrested activists, and even boat operators enabling direct actions.
“Whatever you can do, bring those skills and dedicate them in a focused way,” she said. “And I really think that’s how we can make more of a focused difference rather than just noise.”
Ella Robertson McKay Explains How The Real Work Is Done
The One Young World managing director concluded her talk by painting a picture of effective activism that might not always garner headlines or social media attention. She described a scenario where activists engage in unglamorous but focused work, meeting with government officials in nondescript offices rather than high-profile locations. Robertson McKay emphasized that this kind of behind-the-scenes effort often leads to real change, such as passing bills, changing laws, or recalling harmful products.
Ella Robertson McKay’s insights offer a valuable perspective on the state of modern activism. Her call for more focused, inclusive, and tangible forms of activism challenges current trends in social movements. By identifying these common stumbling blocks, she provides a roadmap for activists to increase their effectiveness and create lasting change.
As global issues continue to demand urgent attention, the leader’s advice serves as a timely reminder that the methods of activism are just as important as the causes themselves. Her emphasis on building broad coalitions, engaging in real-world actions, and avoiding alienating tactics provides food for thought for both seasoned activists and those just beginning their journey in social change.
The bottom line about true activism for Ella Robertson McKay is that the work isn’t always glamorous but is always worth it. “When the government invites you to go and meet with them, yeah, it’s not at Downing Street, it’s not at the White House,” she described. “It’s in a really gloomy back corridor and a really kind of dank office. And the projector doesn’t really work, but you’re there with your data and your knowledge and your ideas, and you’re listened to. And the bill gets passed, the law gets changed, the product gets recalled, you’ve made a difference.”
While Robertson McKay emphasizes the importance of behind-the-scenes work, she also recognizes the irreplaceable role of public-facing activism in the digital age. But, she added, “I feel really strongly that movements need to be much more judicious about when they’re picking disruption and going for the big hits on social media.”
