It is time for the growing forest to make more noise than the falling trees

The Shock

Working for purpose-driven organisations puts us in direct contact with the multiple crises we are going through: economic, social, (geo-)political, environmental, cultural, humanitarian. They are all around. Every single day we see and hear “poverty”, “social exclusion”, “inflation”, “democratic backsliding”, “climate disorder”, “biodiversity loss”, “risks for public health”, “international conflicts”. But in the media, in political speeches, the focus has shifted to “competitiveness”, “savings”, “economy”, “power”.

It seems difficult, or even naïve, to defend values like solidarity, respect for nature, inclusivity, peace, democracy, or the rule of law. “Green”, “sustainability”, “kindness”, “participation”, “human rights” are not popular anymore. They could even sound like swear words today.

A wind of panic

These multiple and synchronised narratives have some elements in common: imposing the rule of the stronger, weakening all counter-powers, dividing and polarising our societies, deepening inequalities.

As a result, the need for the work of purpose-driven organisations has never been so important, but their support from public authorities is dramatically declining. Across Europe, their legitimacy, their credibility and their funding are being questioned. This puts civil society, NGOs, actors of the green economy and other change-makers under a huge amount of pressure.

Many organisations are currently reviewing their narrative or their brand positioning. A wind of panic is blowing. For many actors, the solution would be to better fit into the dominant framework. They should lower their standards and compromise with their values to remain relevant, or even to be allowed to exist. Is it really the case?

The reality check #1: the perception

A first assumption is that what’s visible in the media and discussed in the political sphere does reflect public opinion. Does it?

• Regarding the protection of the environment for instance, this Bruegel study shows that the decrease in votes for green parties and the rise of other pressing priorities (health, security, rising prices, employment) doesn’t mean lower public support for fighting climate disorder and biodiversity loss.
• The same applies for companies, as we see many of them maintaining their efforts for more sustainable and resilient models. Last year, 194 major organisations (mainly international businesses and investors) shared a common message to policy-makers: sustainability rules are essential for European competitiveness.
• Democracy, outdated? The fact that authoritarian leaders win across the globe doesn’t mean that people don’t support democratic values anymore. It’s the opposite: voters choose populist parties because they don’t feel heard enough. They are trying to express dissatisfaction and find an alternative offering more recognition, more dignity, and a say in the public debate.

And we could continue the list with topics like the support to humanitarian aid, to a more inclusive society, to freedom of press, to individual rights. Actually, a vast majority of the population actively supports environmental and social causes.

It’s not obvious at first sight because of the visibility of climate-scepticism, hate speech, aggression and shocking postures in the media, and in social media in particular. Haters are more vocal than supporters. What’s new, simplistic, or disturbing gets more attention than what’s already seen, nuanced, or obvious.

As a consequence, there is a ‘pluralistic ignorance’, a perception gap that leads citizens and organisations to feel more isolated than they are in reality.

The reality check #2: the effectiveness

Beyond perceptions, does the model based on competition, short term views, fear, exclusion and intensive resource exploitation actually work to bring prosperity, health, happiness?

• The wars in Ukraine and Iran reminded the rest of the world of the strategic importance of renewable energies. Wind and sun cannot be blocked by a damaged pipeline or in the Strait of Hormuz.
• The decline of the Hungarian economy and quality of life under Orbán, and the landslide defeat of his party in the April 2026 elections, are further proof of the negative effects of autocracy, corruption and repression. Some have tested. Have we all learned?
• The latest public health scandals around PFAS and cadmium contamination are adding another line to the bill of intensive agriculture and the chemical industry. Who’s going to pay? What can we eat safely?
• Since 2020, the wealth of billionaires has increased by 81%, while a quarter of humanity does not have enough to eat and nearly half live in poverty. Fair enough?
• Extreme weather events caused more than 830,000 fatalities and over USD 4.5 trillion in direct damage between 1995 and 2024. We invest far more to counter less tangible threats. Why not this one?
• The so-called ‘cost’ of environmental action is 1 to 2% of GDP. The actual cost of inaction is 11 to 27% of GDP. Who said “basic arithmetic”?

So no, this model does not work. The evidence pops up every day, everywhere. Especially in the long term. And looking ahead should be the norm, as Émile de Girardin put it, ‘To govern is to foresee’.

The scary falling tree

What we are witnessing is a whole system reaching its limits, trying to survive in its most extreme and scary form, like a wounded animal. It makes a lot of noise, like a falling tree. But as Friedrich Hölderlin wrote, “where danger is, also grows the saving power“. True, the forest has been growing for a long time now.

The powerless growing forest

When you are in the middle of such a storm, it is pointless to chase the wind. The agents of change are well rooted in the ground, sometimes more than they believe themselves. Decades of commitment, expertise, public support and successes have built deep roots. And yet, that global support for these causes is not translating into real influence on political and economic leaders. Why?

First, many leaders take decisions in the short term: seizing market opportunities, anticipating the next elections, competing and fighting against each other. This attitude prevents them from adopting a more scientific, rigorous and long-term vision. They tend to chase the wind.

Second, the conservative and reactionary side, the one that opposes most environmental, social and democratic agendas, has built integrated infrastructure combining media, publishing, advertising, think tanks and political parties. We see this in France, in Hungary, or at the international level.

Third, while the progressive side has foundations, NGOs and federations, they remain largely fragmented and single-issue. They do not yet add up to a systemic movement. They are part of what the Belgian political historian Anton Jäger calls “Hyperpolitics”. Previously, when civic movements, political parties, labour unions or other institutions were present across all sectors of society, they were able to turn public sentiment into political change. Today, we are deeply engaged politically, we have strong opinions, we act according to our values, but at an individual, isolated level. As Jäger wrote, it’s an “extreme politicisation without political consequences”.

In short, while we marched, the other side built machines. That asymmetry is why majority opinion does not translate into majority influence. It is time to rebuild collective forces, to drive more institutionalisation, and to team up, stand up and speak up together. And, above all, to stay true to our values, because it is the most widely supported and most effective way to move our societies forward. Citizens, businesses, NGOs and other organisations are all expecting change, support, fairness and kindness, in both the short and the long term.

Our role as a purpose-driven communication agency

There are many communication challenges to face in joining voices and making them heard and impactful. Here are the core principles guiding our actions as a communication agency committed to positive impact:

• 🤝 Collective: focusing our efforts on building bridges between purpose-driven stakeholders, prioritising federations and member-based associations in Belgium and in Europe.
• 🔄 Transversal: adopting a holistic approach to communication, including advertising campaigns, internal communication, public relations and public affairs.
• ✏️ Creative: crafting concepts with strong stopping power given the number of topics to cover and the over-abundance of information.
• 🎯 Connected and simple: educating decision-makers who currently operate in the short term and in silos.

In a nutshell, the growing forest is ready to be more vocal, and we are here to pump up the volume. 📢