Communication tactics that try and shame people into caring about major issues will always fail. Let's talk about what we mean by "Shaming" strategies:
By: MMM Editorial Team
What a heavy Election Day. There's a sense of weight many of us are feeling—this heaviness in our gut, that heat rising in our chest. It’s not surprising. There's a lot on the line, and the stakes feel higher than ever this year.
Now, while you’ll probably see plenty of posts urging you to get to work, let’s slow down for a moment and look at a common communication technique that often derails movements before they even get going: using shame to drive action.
Why Shame Is a Conversation Killer
We’ve all seen it: the social media posts, comments, or headlines that make us feel like we’re to blame. Maybe it’s an overt claim, like “Black men are responsible for Trump’s support.” Or maybe it’s a subtle jab, implying that certain groups are too distracted by other issues to care about things like climate change. This tactic, while meant to emphasize urgency, often pushes people away. Even in this piece, you might have felt a hint of shame sneaking in! That feeling is worth noticing because it reveals how shame can undercut the engagement we're trying to build.
The truth is, movements that succeed invite people in.
If your message makes people feel inadequate for not being more involved, the reality is they’re less likely to show up. And even if they do, it won't be for long.
Shame-driven messaging is especially common in environmental activism. While we all play a role in climate change, for example, the biggest contributors to global emissions are large corporations and certain geopolitical conflicts—not everyday individuals. Pointing fingers at people struggling to make ends meet isn’t just unfair; it’s also counterproductive.
So, How Can We Shift This in Our Outreach Efforts?
Here’s a simple technique to try: Use “We’re Already Doing This; Jump In” Language.
Here’s an example. Instead of saying, “Take a second to add your name to this petition to show politicians all Americans care about this” (which implies they don’t care if they don’t sign), try something like, “Already X number of people have signed our petition, and we’re so close! Thank you to everyone who agrees that Y and Z are important.”
Why this works:
It reshapes the focus to what is working.
It creates a bit of FOMO (fear of missing out).
It stands out in a sea of social media posts that tend to use direct asks.
And here’s the key: Not everyone who follows you will become a lead advocate or major funder of your cause. But by focusing on shared wins, you’re empowering them to amplify your message and reach a bigger audience than one petition signature ever could. Remember, not everyone will have the same amount of involvement and this kind of communication shames people for not all being incredible pioneers. Instead, compassionate language that brings people in allows people to fulfill the roles that make the most sense to them, while still maximizing everyone's different capacity for getting involved.
Try It Out:
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