How Communicators Can Meet this Narrative Moment
In the wake of a series of Executive Orders freezing funds from the Inflation Reduction Act and putting DEI employees on leave, it feels as if the country’s progress on climate and social change will take a huge step backward. And that’s intentional. Big pronouncements with questionable or vague plans for enforcement have the benefit of rallying one side and dispiriting the opposition. Before we even know the long-term impacts of the orders, the administration has put its opposition in the role of responsive instead of proactive action.
“The current anti-DEI pushback is ‘more than a legal challenge, this is a narrative challenge,’ said Alphonso David, former Co-Counsel for the Fearless Fund, during a panel at SOCAP global.
David was not trying to underplay legitimate concerns for how legal and federal actions can impede, and even regress, social progress. But it does emphasize what many communicators already know- the first level of defense and offense for change is narrative.
Rhetorical battles around climate change and diversity often play out like this: one side yells loudly about the bad decisions and faulty reasoning of the other side, but to a primarily like-minded audience. They all agree they know best and the other side is a lost cause. Everyone feels frustrated and helpless. But time spent in these narrative echo chambers can distract us, keeping us away from the bridge building that creates meaningful change.
Even as the administration works to dismantle the IRA, Texas is quietly on its way to becoming the largest solar energy supplier in the country. In 2023, Texas installed more than 6,500 megawatts of solar generation, leading the nation and surpassing California for the second year in a row. Solar projects in Texas and other rural areas bring jobs and funding to many communities that are most impacted by the dwindling focus on fossil fuels. These communities are also many of the same that have felt unheard in past years in their own economic troubles.
It’s no wonder that shortly after President Trump’s flurry of executive orders, despite the vocal support of many Republican officials, many rural regions expressed concern about the economic impact of withholding funds that would bring jobs and investment to their communities.
Meanwhile, while Target dismantles it’s DEI programs, Costco shareholders unanimously rejected a proposal from a right-wing think tank to dismantle diversity, equity, and inclusion programs and Apple’s board recommended shareholders vote against a proposal to eliminate diversity programs. We will continue to see corporations choose whether their commitments to inclusion were genuine or a fad, much in the same way we have seen investors turn into fair-feather followers of ESG in the last year.
It is time for all of us to rise to the narrative challenge. We have to be proactive, intentionally telling stories that create the world we want to live in, or someone else will do it for us.
So where do we go from here?
The good news is, we aren’t starting from scratch. Many researchers and organizations have thought deeply about how language and narrative can bridge divisions and sow seeds for change. Here are some ways to start, plus places you can dig deeper.
Don’t get distracted by jargon. Big systemic change requires more than terminology, so don’t let shifting language distract from the core of your work. Language is always evolving, especially in the impact industry, and organizations can use this opportunity to make sure they aren’t relying on equity jargon instead of clearly communicating their goals and strategies.
Dig deeper:
Philanthropy’s 2025 Buzzwords: Concerns About Power Will Dominate the Nonprofit World (The Chronicle of Philanthropy)
Diversity, Equity, and Inclusion Messaging Guide from Resource Impact (Raben Group)
Bring it back to community. Movement leaders and activists know that power to change comes from community. The people and families impacted by recent disasters like Hurricane Helene and the LA fires also know that community is there when the money and the government are not. A new study on bridge-building activities found that community-focused, action oriented and tangible efforts were most effective at facilitating connections across racial and political divides. Communicators also have to go where their community is, not only the familiar platforms and spaces.
Dig deeper:
Bridging America’s Political and Racial Divides (Peter T. Coleman)
From 15-Minute Cities to Freedom Cities, Urban Planners Need To Consider Our Narratives (NextCity)
Communications for Community (SSIR)
Don’t assume what you want is wholly different from the other side. Find the ways you can tap into the shared interests and values between communities. Get comfortable thinking about the values and concerns at the root of your audience's beliefs. You’ll often find that many people want safety or worry about financial security. Find those shared values to bring people in instead of creating more divisions.
Dig deeper:
Reckoning with the U.S. Election: 10 Reflections and Recommendations for Collective Impact Networks (Collective Impact Forum)
Belonging in and to America: Exploring Who We Are to Reimagine Who We Can Be (ThinkBig Community)
Don’t assume homogeneity, on “your side” or “the other side.” I often hear folks bemoan about “the other side,” but I invite you to broaden your idea of who is on the other side. Usually folks are speaking about partisan lines, but this assumes a monolith of ideas, identities, and values even within a single party. We know ourselves to be nuanced people, so don’t assume any less about the rest of the world. Among any political party there are subgroups of different races, religions, regions, cities, and values. Don’t assume you can speak for everyone of one identity, whether it be political or otherwise.
Dig deeper:
Reckoning with the U.S. Election: 10 Reflections and Recommendations for Collective Impact Networks (Collective Impact Forum)
In other words…lead with connection. When you dive into trying to convince someone of your point, you immediately place them into a defensive position. Be honest about what it is you want to do with your communications, and who can help you get there. Consider the identities and values that offer you a place of connection, and lean on the strengths of your community that can help you reach your goals.
Dig deeper:
