Social justice is something a lot of us are passionate about. It’s about doing right by others and making the world a more fair and just place.
But talking about it can get complicated, right?
It’s like walking a tightrope between calling out what’s wrong and keeping your audience tuned in. If you’re out here trying to make a social impact, you don’t want to lose your followers—or worse, come off like you’re lecturing people.
So, if you’re a nonprofit leader, small business owner, or social entrepreneur with a purpose-driven mission, let’s talk about how you can weave social justice into your storytelling in a way that feels natural and doesn’t scare folks off.
There’s a way to speak out and stay true to your values while also bringing others along for the ride. Let’s dive in!
Reach the “Middle Grounders”
Here’s a fun fact: About 40% of Americans call themselves moderates.
They’re not really swinging hard one way or the other—they’re kind of hanging out in the middle.
The good news? You don’t have to flip their whole worldview upside down. Instead, find ways to connect your cause to things that almost everyone vibes with, like fairness, freedom and opportunity.
One great example is how Ben & Jerry’s has approached their storytelling in recent years.
The ice cream company, which is well-known for its social activism, has found ways to connect its advocacy for racial justice and climate action to universal values like fairness and opportunity.
For instance, in 2020, during the national conversations around racial injustice following the death of George Floyd, Ben & Jerry’s didn’t just put out a generic statement. They framed their message around the idea that “justice is sweet” and tied their advocacy for ending systemic racism to the broader value of fairness, which resonates with people across the political spectrum.
Their “Silence is NOT an Option” campaign directly linked the fight for racial equity to the American ideals of justice and equality, grounding their stance in a widely accepted belief that all people should be treated fairly.
By emphasizing these shared values, Ben & Jerry’s was able to reach not just those who already supported social justice causes, but also people who might have been on the fence about the topic.
This approach helped the company advocate for social justice while keeping their storytelling relatable and inclusive, rather than polarizing.
People Over Percentages
We get it—data matters.
But you know what resonates with people even more? Real-life stories.
Numbers are great. But when it comes to social justice, nothing beats a heartfelt story that hits you right in the feels.
That’s why people connect with other people, not just facts.
Paint a picture with stories that put a face to the issue. Talk about someone whose life was changed for the better because of your organization’s work. It helps make the cause feel real, not just theoretical.
A powerful example comes from the American Civil Liberties Union.
Over the past few years, the ACLU has focused on sharing personal stories to bring their advocacy work to life, rather than just throwing out statistics about injustices in the criminal justice system or immigration policies.
One standout case is how the ACLU shared the story of Tania Romero, an immigrant mother and cancer patient who was detained by Immigration and Customs Enforcement in 2018. Instead of just talking about the number of people affected by harsh immigration policies, the ACLU put a human face on the issue by highlighting Tania’s personal story. They shared details about her life, her family, and the health challenges she faced while being detained, which made the issue of immigration enforcement feel real and urgent.
By putting Tania’s experience at the center of the story, the ACLU helped people connect with the broader issue of immigration in a deeply emotional way.
It wasn’t just about numbers or policies.
It was about a mother’s fight to stay with her family and get the medical care she needed.
This approach not only raised awareness about the issue but also inspired action, as many people felt compelled to support the ACLU’s advocacy efforts on her behalf.
The strategy of focusing on individual stories like Tania’s allows organizations like the ACLU to cut through the noise and reach people’s hearts, making complex issues more relatable and human.
Don’t Just Talk About the Problem—Name the Players
When you’re explaining social justice issues, it’s important to acknowledge where they come from.
This isn’t about blaming individuals. It’s about recognizing how we got here so we can chart a better path forward.
Instead of throwing out vague statements, talk about the policies, choices and structures that created these issues.
For example, say, “Certain policies made it hard for some communities to thrive,” instead of just saying, “There’s inequality.”
A great example is how Color of Change has approached the issue of corporate complicity in racial injustice.
Instead of using vague statements about racism in the corporate world, they have been very clear about the policies and choices made by companies that have contributed to systemic inequalities.
One notable effort was their 2020 campaign called “Beyond the Statement,” which called out corporations for making generic statements in support of Black Lives Matter without actually addressing the structural issues within their own businesses. Color of Change didn’t just say, “Corporations need to do better.”
They specifically outlined how companies needed to change their hiring practices, diversify their leadership, end funding for politicians who uphold racist policies, and ensure that their marketing didn’t perpetuate harmful stereotypes.
For example, they pushed companies to adopt new hiring policies that prioritize diversity at all levels, not just entry-level roles.
They highlighted how, historically, many companies have had structures that limit the advancement of people of color, creating a cycle of underrepresentation in leadership positions.
By pointing to these specific practices, policies and choices, Color of Change didn’t just criticize Corporate America.
They provided a roadmap for corporations to be part of the solution.
This approach made it clear that systemic racism doesn’t just “exist” on its own. It’s the result of choices made by people and institutions.
By framing the issue this way, they challenged companies to not only recognize the problem but also take meaningful action to change it.
Key Takeaways
Now that we’ve talked about getting specific with the roots of social justice issues and calling out the systems and policies behind them, let’s take a step back and remember a couple of key things.
First, you’ve got to keep those “middle grounders” in mind—the folks who aren’t totally bought in but could be, if you speak their language and connect to values we all share, like fairness and opportunity.
Second, don’t forget the power of personal stories.
It’s easy to throw out data, but putting a face to those numbers is what really makes people care.
In the next series of articles, we’ll dive deeper into how to stay grounded when the trolls come out (because they’ll definitely show up), how to make sure your actions match your message, and how to balance urgency with a little hope.
All of this will help you keep your audience engaged, motivated and ready to take action.