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What charities can learn from populism

Lucy Caldicott
Lucy Caldicott
— 9 min read

Let's be honest, the very word 'populism' often makes us wince. It conjures images of division, of shouting, of over-simplification. But what if charity leaders could learn from its raw power to connect and mobilise, without compromising our values?

This isn't about adopting divisive tactics. It's about understanding how populist communication works - its ability to simplify, to create a clear 'us vs. them' (where 'them' is the problem, not people), to foster a deep sense of belonging, and to stir genuine emotion. By carefully, ethically, and pragmatically applying these insights, charities can move from simply reacting to challenges to proactively building powerful, resilient movements for change.

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