What an "Inrageous" thing to say!

Where a group of privileged individuals requires that any change to the status-quo must be subject to meeting their expected standards, ongoing monitoring and approval, societal changes are not applied fairly with some people and groups being “more equal” than others. The Upper Classes inherited their wealth through the concept of family money and proper breeding claiming status as moral superiority and the right to rule. Members of the nouveau riche were often described as “new money” a disparaging term saying they lacked sophistication and did not acquire their wealth in the right way. We now live in an ever-connected world of mobility and social media where privilege extends to Influencers who have acquired or developed their fame through the Internet. Facebook, Instagram, YouTube and Twitter have helped people increase their outreach to a global audience becoming celebrities offering Opinion Leadership. Wikipedia describes Opinion Leadership as “leadership by an active media user who interprets the meaning of a media messages or content for lower-end media users. Typically, the opinion leader is held in high esteem by those who accept their opinions”. In the 2020s I believe privileged individuals and groups passionate about making a meaningful change need to adopt more persuasive communication techniques.

Less of the “Cancel Culture”

Macquarie Dictionary has announced "Cancel Culture" as its Word of The Year defining the term as a “call for or bring about the withdrawal of support from [for] a public figure, such as a cancellation of an acting role, a ban on playing an artist’s music, removal from social media, etc., usually in response to an accusation of a socially unacceptable action or comment by the figure.” We need to find the right balance of holding individuals, governments and organisations to account while allowing others to apologise and move on from a mistake. People are less likely to speak up or fight injustice when they fear being in the spotlight and facing the anger and immediate ire of people on Twitter.

Businesses are likely to suffer considerable reputational damage if a media outlet highlights a business is associated with unethical practices or human suffering. Corporations are more willing to change when the “collective voice” of their customers, nowadays communicated through social media, expresses dissatisfaction in a product, policy or practice. It is important not to diminish the value and message the collective voice with justified criticism dismissed and brushed off as complaints from the social media crowd. In October 2019, President Obama criticised online Cancel Culture saying, “This idea of purity and you’re never compromised, and you’re always politically woke, and all that stuff – you should get over that quickly.” He further explained his point. “If I tweet or hashtag about how you didn’t do something right or used the wrong verb, then I can sit back and feel pretty good about myself…. That’s not activism. That’s not bringing about change. If all you’re doing is casting stones, you’re probably not going to get that far.”

Build a Momentum of “Inrage”

The ability to persuade is crucial in the business world enabling employees to support the company goals and customers to consider your products and services instead of your competitors. Persuasive communication addresses an audience’s needs, values and desires and a message is more effective when we all feed included. Consumers are now demanding companies provide a social benefit delivering products and services with a sense of responsibility or concern for the problems and injustices of society.  In December 2015 Nielsen surveyed 28000 people in 56 countries finding that 66% of consumers believe that companies should support the environment. The survey reported that consumers are also concerned about eradicating extreme hunger and poverty and would be prepared to pay more for socially responsible goods and services.

If being outraged and offended is such an unpleasant experience, how come it does not prompt more people to act? The outrage is often directed at one individual or company and people do not respond well to anger. Injustices are often invisible, hidden within the operations of an organisation made invisible by the institution or system. Throughout history, people change the world for the better telling their stories and inviting others to join them launching a call to action. In the 1970s Harvey Milk was the first openly gay elected official in the history of California becoming an icon in San Francisco and an inspiration for the gay community. Milk sponsored a civil rights bill outlawing discrimination based on sexual orientation with only one supervisor voting against it. The Mayor signed the bill it into law with a pen given to him by Milk for the occasion. In 2002 Anne Kronenburg Milk’s final campaign manager wrote, “What set Harvey apart from you or me was that he was a visionary. He imagined a righteous world inside his head and then he set about to create it for real, for all of us.” Milk enlisted in the United States Navy in 1951 and was later forced to resign because of his sexuality. The US Navy is now constructing the USNS Harvey Mile, a new oiler ship that will resupply fuel to other ships at sea.

To persuade others, you need to demonstrate credibility and authority. We can all achieve greatness and how you frame the message making all the difference when trying to grab attention. Crafting a positive message instils confidence motivating other people to act. Telling people to do something will not be enough to change how they behave, support your campaign or participate in the change. It is easier to influence when you can show how your proposal benefits them and the people they care about. Remember to answer the question “What is in it for me?”