How the People's Climate March Became a Corporate PR Campaign
Date Written: 2015-09-19
Year Published: 2014
Resource Type: Article
Cx Number: CX18555
I've never been to a protest march that advertised in the New York City subway. That spent $220,000 on posters inviting Wall Street bankers to join a march to save the planet, according to one source. That claims you can change world history in an afternoon after walking the dog and eating brunch.
The People’s Climate March has no demands, no targets,and no enemy. Organizers admitted encouraging bankers to march was like saying Blackwater mercenaries should join an antiwar protest. There is no unity other than money. One veteran activist who was involved in Occupy Wall Street said it was made known there was plenty of money to hire her and others. There is no sense of history: decades of climate-justice activism are being erased by the incessant invocation of the “biggest climate change demonstration ever.” Investigative reporter Cory Morningstar has connected the dots between the organizing groups, 350.org and Avaaz, the global online activist outfit modeled on MoveOn, and institutions like the World Bank and Clinton Global Initiative. Morningstar claims the secret of Avaaz’s success is its “expertise in behavioral change.”
That is what I find most troubling. Having worked on Madison Avenue for nearly a decade, I can smell a P.R. and marketing campaign a mile away. That’s what the People’s Climate March looks to be. According to inside sources a push early on for a Seattle-style event—organizing thousands of people to nonviolently shut down the area around the United Nations—was thwarted by paid staff with the organizing groups.
Here’s what seems to be going on. Avaaz found a lucrative revenue stream by warning about climate catastrophe that can be solved with the click of a donate button. To convince people to donate it says we need Occupy-style actions. When the moment comes for such a protest, Avaaz and 350.orgblocked it and then when it did get organized, they pushed it out of sight.
Branding. That’s how the climate crisis is going to be solved. We are in an era or postmodern social movements.
The image (not ideology) comes first and shapes the reality. The P.R. and marketing determines the tactics, the messaging, the organizing, and the strategy. Whether this can have a positive effect is a different question, and it’s why I encourage everyone to participate. The future is unknowable. But left to their own devices the organizers will lead the movement into the graveyard of the Democratic Party, just as happened with the movement against the Iraq War a decade ago. You remember that historic worldwide movement, right? It was so profound the New York Times dubbed global public opinion, “the second superpower.” Now Obama has launched an eighth war and there is no antiwar movement to speak of.