The Rise of Movements: Navigating the New Normal in Politics
Brexit. Trump. Johnson. Macron. Kurz. Greta. Querdenker. Challenging established systems, truths, and beliefs has become the new normal. We are entering an era of (mass) movements, reminiscent of historical shifts. Yet, unlike the past, where politics largely belonged to parties, a transformation is underway. Movements are now outpacing and, at times, overtaking party politics, replacing traditional politicians with "movement politicians." The reasons behind this shift are complex, but one thing is evident: the public is disillusioned with a political elite that seems detached from its base, a sentiment only exacerbated by the mishandling of the COVID-19 pandemic.
The Vox Populi, the voice of the people, is making itself heard—both in voting booths and on the streets.
Reflecting on recent years, we see the power of movements in action. In France, Emmanuel Macron, previously unknown, marched into the Élysée Palace as the leader of his political movement. In the UK, 51.9% chose a life outside the EU with Boris Johnson over staying in. In the US, a real estate tycoon not only won the presidency but nearly upended one of the world's oldest democracies with his movement. In Germany, a right-wing movement entered the Bundestag with 94 seats, shaking a stable island. Austria witnessed the "Liste Kurz" winning the last parliamentary elections, with the conservative party aligning itself with the leader and his movement. Movements like Fridays for Future and Black Lives Matter thrust critical issues into global headlines with unprecedented force.
Major Trends and Movements
Several forces propel these movements, including the diminishing impact of traditional media coupled with the rise of social media. Social media serves as a mobilization tool, spreading new movements and trends at unprecedented speeds, often before public discussions even begin—crossing borders effortlessly. Linear communication gives way to a Failing-Forward approach, continually reinventing itself. This creates an illusion of a communicative exchange while subtly steering and altering behavior.
Simultaneously, the dynamics of trust are evolving, evident during the pandemic. Trust is increasingly placed in peers, friends, family, colleagues, and "influencers" who align with our closest social circles. Moreover, distrust toward traditional elites, public institutions, politicians, academics, and traditional media is on the rise.
Megatrends and events, such as the financial crisis and the COVID-19 pandemic, showcase how public opinion can be reshaped by an organic, dynamic, and word-of-mouth-driven media system.
Factors Driving Movements
Common characteristics define successful movements. They arise when there's a combination of the right context, effective communication, strong leadership, and a bit of luck. Five key attributes distinguish a movement:
Clear Goals: Movements articulate clear objectives, whether winning an election or addressing social issues.
Relatability: Movements connect with the public by aligning with everyday experiences, making people feel involved.
Organic Growth: Movements grow organically, not solely through professional measures.
Decentralization: Movements can influence even without a clear leader, relying on the "power of the people."
Authenticity: Authenticity is crucial for a movement's success, as any perceived deviation from its core message can impede progress.
The New Normal
After decades of waning significance, movements are experiencing a resurgence in the 21st century. People are rallying behind individuals or ideas advocating for justice, even outside pandemic times.
As consultants, we've learned that there's no tool available today that guarantees the inherent power of a movement. While we can analyze the emergence and characteristics of significant movements, each is unique and cannot be replicated arbitrarily.
Every movement must be created anew, requiring true expertise. Building movements is at the heart of what strategic communication consultants, like the BoC, aim to achieve—whether for a product, a company, an individual, or a political party. Throughout our work, we remain committed to democratic and legal guidelines, embodying our understanding of Mastering the New.
Sincerely,
Ernst Primosch
