There was a time when lakes were dying, forests were yellowing, and statues were crumbling under the slow poison of acid rain. In the 1970s and 80s, sulphur dioxide from coal plants and nitrogen oxides from cars drifted across borders, turning rainwater into acid that silently devastated ecosystems. Scientists rang the alarm. Industries resisted. Politicians hesitated.
And then? We changed.
By the 1990s, cap-and-trade programs, cleaner fuels, and international agreements dramatically reduced emissions. The result? The worst impacts of acid rain were addressed in under a decade. Lakes recovered. Forests rebounded. Statues stopped weeping.
I just put down How Change Happens, by Leslie Crutchfield. In it she builds on her past work identifying the key characteristics of successful not-for-profits by looking into what made the acid rain prevention and other US social movements of the 1980s through to 2010s successful.
Other Stories of Transformative Change
- Same-Sex Marriage: The journey from stigma to acceptance was profound. In 2004, not a single US state recognized same-sex marriage; by 2015, it was legalized nationwide. Similarly, in Australia, a 2017 national plebiscite resulted in over 61% support. Researchers like Brené Brown highlight how societal shifts toward vulnerability and authenticity often underpin these cultural transformations. Crutchfield attributes the success in the US with the shift in emphasis of campaigners from “rights”, which has little meaning to an audience whose rights are not in question, to “love”, something everyone could relate to.
- Smoking Reduction: Once ubiquitous, smoking has drastically decreased due to extensive public health campaigns, legislative actions, and shifting societal norms. Clever messaging, such as the “Truth” campaign in the US, effectively reframed non-smoking as an act of rebellion against manipulative tobacco companies. In Australia, nearly half of adults smoked in the 1960s, compared to around 11% today. In 2019 it was estimated that tobacco use cost Australia approximately $137 billion annually, factoring in healthcare, lost productivity, and quality of life. This is over $12,000 per year for every household regardless of whether anyone there smokes. It is easy to see how the reduction of smoking is easily the largest, single societal change to reduce public healthcare costs in history.
- Drink Driving: Once commonplace, drink driving became stigmatized through relentless advocacy, community-led initiatives, and robust enforcement. Since the 1980s, alcohol-related road fatalities have more than halved, a testament to persistent grassroots activism. This shift not only saved thousands of lives but also prevented immense financial costs associated with accidents and healthcare.
- Historical Social Movements: From the French Revolution’s profound social upheaval to Civil Rights, abolition of slavery, and women’s suffrage, each movement required sustained moral courage, broad coalitions, and grassroots mobilization to shift entrenched societal norms and values. These movements profoundly altered societies by challenging long-held beliefs and inspiring collective action towards justice and equality.
How Change Happens and Our Journey
Crutchfield identifies the following characteristics common to successful transformative movements (paraphrased). Reflecting on our project, we assess ourselves honestly against her framework:
1. Work in Networks, Not Isolation
Crutchfield emphasizes the importance of movements functioning as dynamic networks rather than isolated entities. Our journey has barely begun, but we actively seek connections. We engage with our existing friends and family, resilience and degrowth groups, local communities, effective altruism circles, repair cafés, and others dedicated to sustainability and social justice, each of these another light in the dark. We aspire not to lead, but to connect, contribute, and build community strength, an essential element in resilient societies. Our next step is to reach out to a wider audience, something our existing readers can help with by sharing our story and by getting in touch with us, or making introductions to, others with relevant stories and opportunities.
2. Change Norms and Behaviour, Not Just Policy
Changing societal norms is deeper and often slower than policy advocacy alone, but essential for long-term success. Our approach mirrors ideas in Kate Raworth’s Doughnut Economics, focusing on shifting personal values and consumption patterns. We prioritize visibly living alternative lifestyles, hoping to prompt individuals to reconsider their own dreams, values, and consumption habits.
3. Open to Unlikely Allies and Particularly the Adversarial
Effective movements engage diverse coalitions, even across traditional divides. We recognize the necessity of diverse coalitions to sustain meaningful change. Our project seeks common ground with Scouts leaders, business owners, public educators, trade professionals, and others who may not initially align with our views but whose support is crucial in fostering broader societal change.
4. Maintain a Bold Moral Compass
Every successful movement anchors itself in clear moral principles. We ground ourselves in the principle that every life is equally valuable, resonating with ethical imperatives outlined by philosophers such as Peter Singer and Toby Ord. This ethical clarity underpins our decisions and advocacy, even when confronting entrenched societal beliefs about consumption and prosperity.
5. Tap into Grassroots Energy
True transformation springs from grassroots communities. While our visibility remains modest, our strategy involves empowering personal storytelling and local action. Joanna Macy’s “Work That Reconnects” framework reminds us that authentic change comes from deep ecological and communal connection—principles guiding our engagement with local and digital communities.
6. Adapt Continuously
Effective movements evolve with changing circumstances. As we learn, our plans and methods adjust accordingly. We remain open to new routes, mediums of engagement, and opportunities for collaboration. This adaptability is essential for sustaining meaningful change and responding to community insights and evolving global conditions.
Insights from Sapiens – Understanding Human Change
Yuval Noah Harari’s Sapiens emphasizes the power of shared narratives in shaping human societies. Throughout history, revolutions in agriculture, religion, and nationalism reshaped collective imaginations, driving profound societal shifts. Our modern “culture of more” is another powerful, pervasive narrative deeply embedded in society. Challenging this narrative requires crafting and sharing compelling new stories of sufficiency, generosity, sustainability, and meaningful fulfillment beyond material accumulation.
Moving Forward Together
The deeply entrenched “culture of more” poses one of the most challenging societal shifts yet. Tackling it demands sustained moral conviction, diverse coalitions, grassroots action, and adaptive strategies—an enormous yet achievable task, as history repeatedly demonstrates.
If you’re reading this, you have already joined a global conversation. We invite you to deepen this engagement:
- Share and discuss this narrative with others.
- Reflect critically on your aspirations—examining their origins and implications.
- Initiate or support local actions, however modest, towards sustainability and generosity.
Change is indeed possible. It begins humbly—with a single reflection, an honest conversation, a small action. Together, these small lights can illuminate a pathway towards a thriving, sustainable world.