Employee Activism

Global society inhabits a planet facing some of its biggest challenges yet. Nations are increasingly in conflict with each other. Climate change is displacing people by the tens of thousands. Inequality has skyrocketed and the rise of technology is changing just about anything. People make their voices heard in the biggest election year on record by turning to the ballot box. In addition, people have become more vocal, expressing their support or discontent for actions on the streets and at work. Employees scrutinize their employers and their actions as employee activism grows.

Employee activism is speaking up in approval or disapproval of an organization's actions over societal issues. It's about actively trying to influence decisions with broad societal impact. Recent history has given us numerous examples of employee activism. In 2017, employees forced their organizations to take action against high-profile employees who engaged in sexual harassment. In the years that followed, more employees opened up about their experiences and demanded their employers to draw clear red lines. Although the magnitude of sexual abuse and transgressive behavior in the workplace is still underestimated, organizations have taken more serious actions to protect employees against it. Since 2022, employees have expressed their discontent over employers enforcing a return-to-office policy. Organized walkouts and other activistic actions pushed employers to rethink a policy that would restrict flexibility and harm diversity and inclusion. Changes in society and increased leverage in employee-employer conversations are empowering workers to use their voices to support or criticize the actions of their employers.

Candid conversations about the direction and actions of an organization are healthy. Employee activism helps guarantee these conversations take place. Organizations suppressing or acting too late on activism increasingly risk economic and reputational damage. Russia's war on Ukraine weakened brands that didn't adhere to calls from society and workers to pull out of the Russian market. The perceived support for Israel's military offensive in Gaza harmed the revenue streams of organizations including McDonald's and Starbucks as people started boycotting the brands. Timely discussions with employees help leaders gain much-needed perspective on the support for their actions. It helps them better weigh decisions that affect society. Those leaders build organizations with strong reputations for "doing good", avoid costly mistakes, and are better able to attract talent and customers. 

The state of employee-led activism has changed significantly. In 2019, Weber Shandwick estimated that 38% of employees had spoken up to support or criticize their organizations' actions over a controversial issue affecting society. Their research showed that younger generations were more vocal than others. When comparing the pre-pandemic and post-pandemic workplaces, activism grew by 40% (Forbes, 2022). However, 81% of employers say recent economic headwinds have reduced the prospect of workplace activism (Herbert Smith Freehills LLP, 2023). In addition, organizations have implemented restrictions to quash employee activism. According to Herbert Smith Freehills LLP (2023), 53% of employers had no restrictions in place in 2019. Today, that number has dropped to 2%.  Anxiety over the ability to hold on to their job and make a living is a reason for many employees to temporarily not engage in activism. At the same time, the expectation is that this exact reason will lead to more activism in the future. As more people live paycheck to paycheck, 47% of employers believe that the cost-of-living crisis will trigger activism (Herbert Smith Freehills LLP, 2023). 40% expect revived activism around income inequality (Herbert Smith Freehills LLP, 2023). Although activism in the workplace has declined, the global economy is recovering and there are plenty of reasons for employees to pick up on their actions.

Constructive dialogue is the best response to employee activism. Leaders looking for ways to deal with activism in the workplace have to understand restrictive measures will likely have a negative outcome. By not engaging in conversations with employees who dare to critique the direction and actions of the organizations, leaders get blindsided. They end up pursuing actions that result in financial and reputational damages. Not all criticism requires immediate action and employee activism doesn't have to be negative. Leaders can count on the support of their workers when their actions have a positive impact on them and society. To make sure actions have that impact, all they need to do is listen. Facilitating dialogue is key. Leaders must understand that the job doesn't mean everything to a worker. 53% of employees are more likely to prioritize health and well-being over work (Microsoft, 2022). Leaders who take the time to listen to their employees frequently show an appreciation for employee well-being, secure employee engagement, and productivity, and ultimately avoid voluntary employee turnover. On top, listening carefully to the concerns of employees helps prevent leaders from deploying inconsequential quick fixes.

Activism in the workplace means employees voicing their support or criticism for the actions taken by their employers concerning larger societal issues. Employee activism is good for business as it helps leaders stay clear of or timely prevent poor decisions with big backlash effects. Economic headwinds and restrictions from employers have temporarily made employees engage in activism less. Nonetheless, increasing social issues will give workers fuel for future workplace activism. To benefit from activism, leaders need to only listen. Dialogue helps leaders set the right course and take the appropriate actions to "do good" and bind more talent and customers.