In a talk at Web Summit 2024 in Lisbon, William Fitzgerald, founder of the Worker Agency, addressed startups and entrepreneurs on the pressing need for corporate activism. He argued that today’s tech landscape is dominated by a few powerful corporations, creating significant barriers for emerging companies.
For startups, engaging in activism and political advocacy isn’t just beneficial; it’s often essential for long-term success. Fitzgerald’s insights drew from his extensive background at Google and his experience with advocacy for labor unions and accountability organizations. Here’s an overview of his key points and advice for startups looking to initiate or strengthen their activism.
The Problem: Corporate Power Concentration
Fitzgerald set the stage by highlighting how the internet economy is largely governed by a handful of major players. Whether it’s Amazon’s control over e-commerce, Apple’s gatekeeping on app distribution, or Google’s dominance in search, these tech giants exert a level of influence that affects every business within their ecosystems. He noted that many startups may feel the urge to avoid the political process, preferring instead to focus solely on their products. However, as Fitzgerald emphasized, many of these smaller companies will ultimately be forced to confront these barriers in one form or another.
Why Startups Should Engage in Activism
Given the immense power wielded by tech giants, startups have compelling reasons to engage politically. For many, the impacts of monopolistic practices—such as high platform fees and restrictive policies—make activism a survival strategy rather than an optional pursuit. By pushing for fairer regulations, startups can foster an environment that enables competition and innovation. Fitzgerald argued that this requires a strategic approach, with clear objectives and persistent efforts to shift the political landscape.
Step One: Define Clear Objectives
A critical first step for any activist campaign, Fitzgerald explained, is to define a concrete, measurable objective. Much like a business goal, an effective campaign goal should be clear and quantifiable. For instance, he compared a vague business goal, like wanting to grow revenue, with a specific objective, such as achieving 25% profitability by year’s end. In activism, similarly, a clear goal might involve passing a specific piece of legislation or blocking a harmful policy. A well-defined goal allows organizations to measure success and remain focused.
Step Two: Understand the Power Structure
According to Fitzgerald, it’s vital to recognize and map out the existing power structures that are working against your interests. Startups might not be able to influence top executives at major corporations like Apple or Google directly, but they can target regulatory bodies and policymakers who hold these companies accountable. Understanding the chain of influence enables companies to direct their efforts where they will have the most impact, such as lobbying governmental agencies that oversee antitrust regulations or participating in hearings on data privacy.
To do this effectively, Fitzgerald suggested a “power map,” which details key decision-makers, stakeholders, and allies who can support or oppose your cause. When mapping this out, consider what matters to those in power: reelection, public opinion, or community influence. By aligning the campaign’s message with these interests, activists can gain leverage even when challenging enormous corporate players.
Step Three: Persistence Is Key
Persistence, Fitzgerald said, is the foundation of successful activism. Corporate interests often withstand isolated campaigns, single news cycles, or a few critical reports. Instead, sustained, long-term efforts are required to shift public perception and apply continuous pressure on decision-makers. Fitzgerald likened his own firm, the Worker Agency, to a “persistence communications” agency. True to the name, he advocated for a multi-year commitment to campaigns, continuously working to build momentum through press cycles, public demonstrations, and engagement with allies.
A persistent approach also allows activists to capitalize on news cycles and relevant events. This strategy, known as “newsjacking,” involves leveraging current events to promote campaign objectives. Whether it’s a protest outside a corporate HQ, releasing a statement on new tech policies, or publishing an op-ed, seizing these moments can help amplify the campaign’s message and maintain visibility.
Step Four: Avoid Appealing Solely to Corporate Conscience
In Fitzgerald’s view, relying on the “good conscience” of tech leaders is unlikely to be effective. He noted that while large corporations often engage in dialogue and appear willing to discuss both sides of an issue, their ultimate goal is shareholder value. While tech giants may participate in debates and meet with activists, Fitzgerald argued that these efforts are often designed to delay or weaken regulation rather than genuinely change corporate behavior. Instead, he encouraged startups to focus on building their own coalitions and alliances rather than seeking validation or agreement from big tech.
Step Five: Choose Effective Tactics and Build Coalitions
Once a campaign’s goals and power structures are mapped out, selecting the right tactics becomes essential. Tactics can vary widely depending on the campaign’s focus, from conducting surveys to confirm widespread issues to staging public protests or lobbying efforts. Fitzgerald emphasized the value of traditional and non-traditional allies, such as advocacy groups, nonprofits, or other startups. By building a broad coalition, activists can amplify their message and create a multi-faceted opposition to entrenched corporate power.
Tactics may also involve collaborations with think tanks, academics, or advocacy organizations. While corporations routinely invest in research to support their agendas, smaller businesses can counter this by commissioning independent research to bring transparency to the issues. Fitzgerald urged startups to consider pooling resources to fund studies and analyses that highlight their concerns.
Case Studies: Real-World Wins
To illustrate the power of sustained activism, Fitzgerald shared examples of recent victories against large corporations. He mentioned the successful opposition to California’s Prop 22, a ballot measure that Uber and Lyft heavily funded to prevent drivers from receiving employee benefits. Although Prop 22 passed in California, the Worker Agency’s work with “Gig Workers Rising” led to a notable victory in the Bay Area, where over 60% of voters opposed it.
Another example involved antitrust efforts in the United States, which led to increased scrutiny of tech giants and significant policy shifts. Fitzgerald highlighted the power of collaboration in these cases, where groups of activists, policymakers, and public advocacy groups achieved outcomes that would have been impossible in isolation.
The Future: Activism as a Moral Imperative
Looking forward, Fitzgerald urged business leaders to consider their role in building an ethical tech ecosystem. In a world where tech products are used in controversial areas—from border enforcement to military operations—corporate activism has become an ethical imperative. Startups have a unique position, Fitzgerald argued, to challenge industry norms and create a business culture where profits do not outweigh human rights and social responsibility.
In closing, Fitzgerald emphasized that this moment in history provides an opportunity for smaller companies to speak out and advocate for a fairer industry. By defining clear objectives, understanding the power structure, persisting in their efforts, and forming strong alliances, startups can help create a tech industry that values both innovation and integrity. As Fitzgerald put it, effective corporate activism is not about appeasing large players—it’s about building a coalition that represents a vision for a fairer, more competitive market for all.
