The slacktivist is on the rise. Although people still want to solve problems and change the world, protesting on the streets seems to take too much effort these days. In contrast, it is much easier to like, share and join online protest campaigns on social media. This form of online activism might seem rather lazy, but actually appears surprisingly effective in motivating firms to change their behavior. Slacktivists may influence firms, governments and political agendas. This new form of people power seems a driving force for innovation that is not to be underestimated.
Tijs van den Broek is research scientist at TNO and Postdoctoral Researcher at the University of Twente. He examines the impact of slacktivism, and whether online protest campaigns stimulate offline activism.
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