Why does Our Pledge exist?

Our Pledge was created in response to several awkward truth facing the climate movement in the 21st Century.

  1. Ultimately Our Pledge exists because humanity is facing a huge crisis. So huge, that very few of us really understand what we can do about it. It’s too existential, man. Even our leaders, governments and advisors are ignoring it. That’s just not right but it is true. We need to do something about it within frameworks that play to the human psyche.

  2. Protest is en vogue, but current mechanisms are not for everyone. Marches or non-violent direct actions can be potent but require high risk and logistical commitments. Convincing arguments presented by radical objectors are too easily tarnished by government inaction and a tendency for an easy dismissal as being driven by ‘the usual suspects’. And frankly, for many people the issues are too many and too abstract. We want to create a protest movement that is inclusive and action-based, offering a means of engagement between businesses and their increasingly conscientious clientele.

  3. We also recognised that the language of protest is framed in a space of boycott and resistance and doesn’t appeal to the majority. People don’t want to stop doing things they enjoy and can feel judged and dispirited by ‘finger-pointing activists’. Our Pledge is positive, fun, rewarding and results-based.

  4. Many people feel that their small action won’t have an effect and there is currently no way to prove that it does. Our Pledge demonstrates in real terms how your small actions can have meaning, hopefully planting the thought that the power of your pound and your morals can make a difference.

  5. Petitions and marches have no concrete target to measure success or ensure a response. Most people don’t want to change their comfortable behaviours for the sake of an intangible and remote and immeasurable potential outcome. Our Pledge changes that! By creating a distinct target, we all know what we’re working towards. It’s satisfying and tangible.