The Uncomfortable Truth About Creating Change in 2025

Want to know what terrifies me most about purpose-driven leaders in 2024?

It's not their lack of passion. It's not their shortage of good ideas. It's watching brilliant changemakers, founders, and CEOs struggle to be heard in a world that desperately needs their solutions.

Let me explain.

In 2021, seven years after founding my charity Naz and Matt Foundation , we reached 54 million people through traditional media. Our World Suicide Prevention Day campaign hit nearly every major channel - Television. Radio. The works.

But something was missing.

The human connection that turns observers into advocates.

When I realised this, that's when everything changed.

The New Rules of Change

Here's what most purpose-driven leaders don't understand.

Your story and your mission are inseparable. The old way of keeping yourself in the background while pushing your cause forward? It doesn't work anymore. Today's movements need authentic voices that can bridge the gap between big ideas and real action.

And I learned this the hard way.

Real Stories, Real Impact

Let me share something personal.

In 2014, I was an unknown and inexperienced charity founder with a mission to prevent suicide in the LGBTQI+ community.

After traditional media became curious about our story, they helped us reach audiences of 1.7 million, 10 million, and even 54 million people for various campaigns.

The reach was massive, but reach alone doesn't create change.

Over time I discovered the real power of authentic leadership.

Why Traditional Methods Are Failing

Let me tell you something that's critically important to understand if you have ambitions of changing the world or your community.

Corporate press releases used to change minds. Formal announcements used to move mountains. Official statements used to spark revolutions. But now? That polished, corporate approach gets lost in the noise of social media, influencers and political misinformation.

Purpose-driven founders need a new playbook.

The Slacktivism Trap

Want to know what kills most purpose-driven movements?

It's not lack of funding. It's not opposition. It's the illusion of making change. That satisfying click of the like button. That feel-good share. That quick repost that makes you feel like warriors for change.

Purpose-driven leaders must avoid falling for this trap.

"Slacktivism is the practice of supporting a political or social cause by means such as social media or online petitions, characterised as involving very little effort or commitment." - Wikipedia

The Rise of Challenger Networks

Here's something most CEOs don't know about.

While everyone fights for space on saturated platforms like X, Instagram, TikTok or even LinkedIn, forward-thinking leaders are building powerful communities elsewhere.

Let me break down where the real conversations are happening:

• Mastodon: Think Twitter, but decentralised and without the noise and algorithms.
• Diaspora: Where privacy-focused changemakers gather. The platform is based on three key philosophies - decentralisation, freedom and privacy.
• Manyverse: Decentralised, offline-first social network.
• Scuttlebutt: Where grassroots movements are quietly growing.
• Mobilizon: An ethical alternative to Facebook events, groups and pages.
• Aether: Decentralised, self-governing online community platform

These aren't just alternatives - they're opportunities most of your competitors don't even know exist.

Building Real Connections

Want to know the biggest mistake purpose-driven leaders make online?

They hide behind their company logos.

They let PR teams sanitise their message.

They distance themselves from the very causes they're fighting for.

Your team, your investors, your community - they need to see the human being behind the mission.

They need to understand your vulnerability as a human.

Here's how successful founders do it right:

1. Share your journey, not just your destination.
2. Build genuine relationships, not just networks.
3. Create spaces for real dialogue.
4. Show up as yourself, not just your title.

This is how movements are born.

The Truth About Impact

Here's the thing about creating change in 2025.

It's not just going to be about what your organisation does - it's about how you'll lead it.

Modern CEOs and founders are discovering that authenticity isn't just nice to have - it's essential for survival.

Let me show you why this matters.

When Less Means More

The numbers will shock you.

In one of our recent campaigns, we reached fewer people than our early TV days - less than 5,000 instead of 54 million. But here's positive news: those 5,000 people engaged with us more directly than the millions ever did.

That's the power of meaningful connection.

Strategies That Actually Work

Here's what I've learned from a decade of leading purpose-driven change.

Your impact needs to be:

• Authentic, not artificial.
• Personal, not just professional.
• Consistent, not just convenient.
• Human, not corporate.

But most importantly, it needs to be real.

Building Your Movement

Want to know how successful changemakers turn observers into advocates?

Start with truth.

Raw, unfiltered, honest truth about your mission.

Share the wins, sure, but share the struggles too. Let people see the leader behind the logo.

Here's how purpose-driven CEOs do it:

1. Share behind-the-scenes challenges.
2. Celebrate team victories.
3. Be honest about setbacks.
4. Ask your community for help.
5. Give credit to your supporters.

This builds trust that compounds over time.

The Future of Purpose-Driven Leadership

This is where this is all heading.

The future belongs to leaders who can bridge the corporate and human worlds. It's not about choosing one or the other - it's about blending both authentically.

Here's what that looks like in practice:

• Leading with purpose, not just profit.
• Building communities, not just companies.
• Creating movements, not just organisations.
• Inspiring action, not just attention.

This is how modern purpose-driven organisations thrive.

Your Role as a Leader

Here's the truth about driving change in 2025.

You don't need a massive PR team.

You don't need a perfect track record.

You don't even need to be on every platform.

What you need is clarity, conviction, and the courage to lead with authenticity.

Start with these questions:

• What change are you really fighting for?
• Who needs to hear your story?
• Where can you make the most impact?
• How can you show up authentically?

The answers will guide your leadership.

The Path Forward

Here's what I've learned after leading a multi-award-winning charity over the last ten years.

Impact isn't about being everywhere. It's about being present where it matters. It's not about reaching everyone. It's about connecting with those who believe what you believe.

That's where true change begins.

It's closer to home than you think.

What You Do Next Matters

So what does this mean for you as a purpose-driven leader?

Stop hiding behind corporate walls. Start showing up as yourself. Stop letting PR teams control all of your messages. Start sharing your real story.

Because the world doesn't need more faceless organisations.

It needs authentic leaders who understand how to turn their purpose into real-world change. Leaders who know how to build movements that last longer than a funding cycle.

Are you ready to be that kind of leader?

Your team, your cause, and your community are waiting for your answer.

Need some help getting there? DM me for a friendly, no-obligation chat.

About the author, Matt Mahmood-Ogston

Thank you for reading this edition of my weekly newsletter, Becoming a Personal Brand. A newsletter that explores the intersection of changing the world + personal branding.

Hit the subscribe button to receive a new edition each week.

Who am I? I'm a purpose-driven personal branding coach and social responsibility photographer for half of my week, and a multi-award-winning charity CEO for the other half.

I use my unique blend of skills and lived experience to support my mission-driven clients and maximise their positive impact and visibility.

I've delivered over 80 public talks, and worked with iconic brands such as Magnum Photos, Meta, Capgemini, RBS, NatWest, Barclays, Lloyds Bank, TSB, AVID, and helped a Dragon from BBC’s Dragons’ Den brand and launch five startups.

In my rare moments of downtime, you'll find me in London walking my disabled French Bulldog, Lola, or working on Bona Parle, my new social impact platform for creators.

If you need help optimising your personal brand to make a bigger impact, or personal branding photos for your socials, reports and website, I'm here and ready to support you.

Read more free guides on ogston.com or follow me here on LinkedIn → Matt Mahmood-Ogston 🧲

Sending peace for a positive and productive week ahead.