Chapter 8

The Rise Of Active Citizens

INTRODUCTION

Recent years have seen a shift in our collective identity from consumers to active global citizens. Thanks to the process of globalization, people have become more socially, economically, politically, and environmentally involved. The boundaries of states have blurred, and the ease of travel and access to the internet have enabled individuals to transcend their national identity and embrace the concept of global citizenship. Accenture’s Life Trends report predicts that in recent years, more people have been turning to protest as a way to raise their voices against injustice, in some cases at great personal cost, disrupting companies and whole economies.¹

In Citizens, Jon Alexander presents two narratives that have shaped our roles in society: The Subject Story and The Consumer Story. In the Subject Story, people traded personal power for the protection of a dominant leader. This led to hierarchical societies where few had control and the majority were passive followers. Then, we shifted to the Consumer Story, where individuals became central, driven by purchasing choices that defined their identity. However, the current consumer narrative made many overlook our real power: the ability to create options, not just pick from them.²

The Rise of Global Citizenship

The Rise of the Youth Climate Movement

Despite having contributed the least to climate-heating emissions, young people and future generations will bear the burden of the climate crisis. Young people will grow up on a planet that is increasingly altered by climate impacts, negatively affecting a number of dimensions of their lives – such as socioeconomic conditions, security, physical and mental health.

Influencing the Influencers

In the digital age, influencers play a big role in how people think and feel about the climate crisis, and whether they act on it. Influencers’ vast platforms — often reaching millions of followers — allow them to share information, shape public opinion, and inspire action, often on a global scale. When celebrities like Leonardo DiCaprio, Emma Watson and Jane Fonda advocate for policy change, they not only raise awareness but legitimize them in the public eye. Influencers and celebrities have the power to bridge the gap between the science community and mainstream, by communicating in accessible and relatable ways. By using their personal stories and experiences, they can motivate individual behavior change as well as engagement in activism.

All Hands on Deck

The power to inspire, drive change, and make a difference is within each of us. Regardless of our profession, every job has the potential to become a climate job. Over the last few years, we’ve witnessed the transformative potential of determined individuals and successful campaigns. Now, it’s time to use our unique skills and superpowers to push for impactful changes to tackle the climate crisis.