I recently attended a further screening of ‘The Line We Crossed’, a powerful experience where a crucial point arose: ‘Too Few Are Listening’. This blog is my reply, a reflection on how we might move beyond the frustration of unheard voices and seemingly insurmountable challenges. It explores the dynamics of social change, offering a perspective on what truly works to transform societies and galvanise collective action.
The pursuit of a better world is a timeless human endeavor, yet the path to meaningful social change often feels fraught with frustration and division. We frequently witness efforts consumed by the Sisyphean task of “fighting the old” – battling entrenched systems, challenging prevailing norms, and opposing powerful interests. While resistance is undeniably a vital component of any transformative process, focusing solely on what needs to be dismantled can lead to exhaustion, fragmentation, and a narrow vision of what’s truly possible.
This essay posits that the most effective and sustainable social change hinges on two interconnected, often overlooked, principles that transcend conventional political divides: “Don’t Fight the Old, Build the New” and the profound truth that “Political Will Follows Social Will.” These principles are powerfully amplified by what we might call the “They Did It, We Can Do It” paradigm, which highlights the contagious and empowering nature of successful innovation. Examining these mechanisms, we can uncover universal strategies for change that prioritize practical action and collective empowerment over ideological purity or partisan conflict.
“Don’t Fight the Old, Build the New,” the first principle, shifts our focus from reactive opposition to proactive creation. Instead of expending all energy battling existing structures, movements can strategically invest in developing and demonstrating viable alternatives. This isn’t about ignoring injustice, but about rendering it obsolete by showcasing superior ways of organizing, living, and relating. This constructive approach finds its theoretical grounding in prefigurative politics, a concept articulated by scholars like Carl Boggs and later explored by Sheila Rowbotham, and Paul Raekstad and Sofa Saio Gradin. Prefigurative politics posits that social movements should embody the desired future society in their present practices and organizational forms. The means of the struggle should “prefigure” the ends, creating a living example of the world they wish to achieve.
A related concept is horizontalism or autonomy, theorized extensively by authors such as Marina Sitrin, John Holloway, and Raúl Zibechi. This approach emphasizes non-hierarchical, decentralized forms of organization and self-management, building power from below rather than attempting to seize power from above. It’s about creating spaces where new social relations can flourish, demonstrating that alternative ways of living and governing are not only possible but desirable. Historically, figures like Mahatma Gandhi demonstrated this approach through constructive programs focused on community self-reliance.
Case studies powerfully validate this principle. Closer to home, the Mondragón Corporation in the Basque Country, Spain, stands as a large-scale, long-standing example of “building the new” in the economic sphere. Through democratic ownership and shared governance, Mondragón has demonstrated remarkable economic success and resilience, offering a tangible alternative to traditional corporate structures, as highlighted by scholars like David Ellerman and George Cheney.
Across the UK, community energy projects exemplify this principle. Groups like the Westmill Wind Farm Co-operative and Salisbury Cathedral Solar Roof have built community-owned renewable energy installations, generating clean power and local benefits. In Wales, Egni Coop’s large solar roof on the Geraint Thomas Velodrome showcases how communities can collectively invest in and benefit from sustainable infrastructure. These initiatives demonstrate practical alternatives to centralized energy systems.
Another area where the new is being built is through circular economy initiatives. In the UK, M&S has implemented circular models, removing best-before dates to reduce food waste and offering clothing repair services. SUEZ’s “Return to Recycle” program for food wrap dispensers and wetsuits, and Devon Contract Waste’s scheme turning plastic waste into outdoor furniture, show how businesses are actively creating systems where resources are kept in use, minimizing waste and pollution.
“Building the new” is crucially intertwined with crafting a compelling narrative. Robert D. Benford and David A. Snow’s work on framing theory suggests movements must define the problem (diagnostic frame), propose solutions (prognostic frame), and motivate action (motivational frame). Authors like Francesca Polletta and Charlotte Ryan emphasize how narratives provide a vision of the “new” that inspires participation, legitimizes alternatives, and creates a shared identity. When the Slow Food Movement championed local, sustainable eating, for instance, they were not just providing services; they were telling a powerful story about community care and a better way of life, challenging dominant narratives through tangible action.
“Political Will Follows Social Will,” the second principle, explains how the energy generated by “building the new” and broader societal shifts eventually compels formal political institutions to act. It acknowledges that while politicians may initially resist change due to inertia or vested interests, a sustained and widespread shift in public opinion and collective desire often creates an environment where political action becomes not just desirable, but necessary. This dynamic is central to social movement theory, particularly the “political process model” developed by scholars like Doug McAdam, Sidney Tarrow, and Charles Tilly. They argue that movements succeed by leveraging “political opportunities” that arise from shifts in public sentiment, elite divisions, and the availability of allies. The “social will” represents the successful mobilization of resources, effective framing, and collective action that creates these opportunities.
Frank Baumgartner and Bryan D. Jones’s “punctuated equilibrium” theory further illuminates this, showing how issues can remain dormant on the policy agenda until a critical mass of “social will” builds, leading to a rapid and significant policy shift. Manuel Castells also highlights how digital networks can accelerate the formation and spread of “social will,” creating immediate pressure on political leaders globally.
Compelling case studies illustrate this principle. The Civil Rights Movement in the USA, through decades of grassroots organizing and powerful moral appeals, built overwhelming social will against racial segregation, ultimately compelling landmark legislation.
The LGBTQ+ rights movement’s push for Marriage Equality (USA and globally) worked for decades to change hearts and minds, sharing personal stories and challenging discrimination in courts. Public opinion dramatically shifted towards acceptance of same-sex relationships, solidifying the “social will” for marriage equality. This societal shift ultimately compelled political leaders and the Supreme Court (in Obergefell v. Hodges) to recognize same-sex marriage nationwide, demonstrating how legal change followed a profound cultural transformation.
The Tobacco Control Movement provides another example: through scientific research, public health campaigns, and sustained advocacy, a strong social will against smoking was gradually built. This public concern, which reframed smoking from a personal choice to a public health hazard (as discussed by Deborah Stone), led to widespread public smoking bans, increased taxes, and advertising restrictions – policies that were once politically unimaginable but became feasible as social will grew.
A long and arduous struggle by abolitionists, slave rebellions, and moral crusades gradually built a powerful social will against slavery in various nations, leading to its eventual Abolition. This moral shift, coupled with political and economic factors, eventually forced political action and emancipation in different contexts.
The effectiveness of both “building the new” and influencing “political will” is significantly amplified by the “They Did It, We Can Do It” paradigm. This phenomenon describes how the visible success of a social change effort in one context inspires and empowers others to replicate or adapt similar strategies elsewhere. It’s about demonstration and emulation, reducing perceived risk and providing concrete blueprints for action. This paradigm is deeply rooted in Albert Bandura’s Social Learning Theory, which posits that individuals learn by observing others. When people witness successful collective action, it boosts their collective efficacy – their belief in their group’s ability to succeed. Everett Rogers’s Diffusion of Innovations theory further explains how successful “social innovations” (new ideas, practices, or strategies for change) spread through a social system, with observability and trialability being key factors. Margaret Keck and Kathryn Sikkink’s work on Transnational Advocacy Networks also highlights how these networks act as conduits for the global diffusion of norms and tactics.
The paradigm is vividly illustrated by the journey of Nonviolent Resistance. Mahatma Gandhi’s successful application of nonviolent civil disobedience in India provided a powerful “they did it” moment. Dr. Martin Luther King Jr. and the American Civil Rights Movement explicitly studied and adapted Gandhian principles, thereby embodying the “we can do it” spirit that led to their own breakthroughs and inspired movements globally.
The Serbian youth movement Otpor!’s successful nonviolent overthrow of Slobodan Milošević in 2000 became a global template for strategic nonviolent action. Otpor! activists then directly trained counterparts in Georgia, Ukraine, and other nations, providing a proven tactical repertoire and inspiring confidence. This direct transfer of knowledge and belief in replicability directly enabled the wave of “color revolutions.”
The Global Occupy Movement further illustrates this phenomenon. Occupations of Tahrir Square in Egypt and the Indignados movement in Spain in 2011 served as direct inspirations for Occupy Wall Street in the US. Rapid global spread of “Occupy” encampments, each adapting horizontal decision-making and public space occupation to local conditions, epitomized the “they did it, we can do it” paradigm, showcasing the power of shared tactics across diverse contexts.
The viral spread of the #MeToo Movement in 2017, demonstrating the widespread nature of sexual harassment and assault through collective testimony, rapidly inspired similar movements globally, such as #BalanceTonPorc in France. Visible collective action and subsequent accountability in one context empowered individuals and groups worldwide to demand change, proving that a shared narrative of grievance and possibility could transcend borders.
Success stories of pioneering Community Land Trusts (CLTs) and Housing Cooperatives have led to the global diffusion of these “building the new” models. In the UK, CLTs like Granby Four Streets in Liverpool or those supported by East Cambridgeshire District Council demonstrate how communities can acquire land and develop genuinely affordable homes and community assets. This tangible evidence of success reduces the perceived risk and provides practical guidance for replication.
Applying these principles to the pressing issue of climate change reveals a clear path for effective action. The “new” we are looking to build in climate action extends far beyond simply reducing emissions; it encompasses the creation of entire sustainable systems and a reimagined relationship with our planet and each other. This involves the rapid development and deployment of renewable energy infrastructure, moving beyond fossil fuels to embrace solar, wind, geothermal, and hydro power on a massive scale. This also entails the construction of smart grids that efficiently integrate diverse energy sources, optimize distribution, and manage demand, often leveraging technologies like AI and IoT.
A crucial part of this new system is the transition towards a circular economy, where waste is minimized, resources are reused, and products are designed for longevity and recyclability, fundamentally altering industrial processes and consumption patterns. In agriculture, the “new” means adopting regenerative and sustainable farming practices that restore soil health, enhance biodiversity, and reduce reliance on synthetic inputs, ensuring food security in a changing climate. Urban areas are also being reimagined through green urban planning, incorporating nature-based solutions, expanding public transport, and designing walkable, bikeable cities that prioritize human well-being and reduce carbon footprints. These systemic shifts are often enabled by innovative technologies, with AI optimizing energy use and climate modeling, Earth observation providing critical data for adaptation, and advanced computing powering complex simulations for a resilient future. Importantly, much of this “new” is being built through community-led initiatives, demonstrating local self-reliance and action.
Crafting a narrative that galvanises “social will” for climate action requires a deliberate focus on actual progress and the myriad co-benefits of a sustainable future. Instead of dwelling on impending doom or the need for sacrifice, the narrative must highlight the tangible advantages of transitioning to the new. This includes the economic benefits of the green transition, such as job creation in renewable energy sectors, reduced energy bills for households through efficiency measures, and new opportunities for green businesses. It emphasizes health improvements, from cleaner air in cities due to reduced pollution to more active lifestyles encouraged by sustainable transport. The narrative can showcase how climate action leads to stronger, more resilient communities, better equipped to withstand extreme weather events and foster local economies.
Positive narratives of actual progress are already emerging. Consider the rapid growth of renewable energy, where wind and solar power are now often cheaper than fossil fuels, leading to exponential growth in their deployment globally. The UK’s phase-out of coal power serves as a powerful “they did it, we can do it” example, demonstrating how a major economy can transition away from a historically dominant fossil fuel. Similarly, the fact that wind and solar energy have overtaken fossil fuels in the EU’s electricity generation for the first time offers a compelling story of systemic shift.
Beyond energy, positive stories include initiatives like Vienna’s urban greening projects, providing local narratives of cities adapting to heat and improving quality of life. Increasing commitment of companies to science-based net-zero targets and the development of innovative solutions like heat pumps and AI-driven decarbonization in industries further illustrate that progress is not only possible but happening. These examples, when shared effectively, can inspire a collective belief that the challenges are surmountable, that human ingenuity is powerful, and that a thriving, sustainable future is within reach. This shift in narrative, from problem to solution, from fear to empowerment, is essential for cultivating the widespread social will needed to drive political action on climate change.
Effective social change is not merely about identifying problems or engaging in endless opposition. It is fundamentally about understanding and leveraging the dynamic interplay of constructive action, shifting societal consensus, and the powerful inspiration of demonstrated success. By embracing the ethos of “Don’t Fight the Old, Build the New,” movements actively create the alternatives they envision, providing tangible proof of concept and fostering a compelling narrative. This proactive “building” cultivates “social will,” a collective desire for change that, when sufficiently strong, compels formal institutions to act, proving that “Political Will Follows Social Will.” The “They Did It, We Can Do It” paradigm ensures that successful strategies and the narratives of their triumphs are diffused globally, inspiring new waves of action and accelerating the pace of transformation. Focusing on these universal mechanisms, rather than getting trapped in rigid ideological debates, we can better understand “what actually works” in social change, empowering individuals and communities worldwide to build a more just, equitable, and sustainable future.
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