In my book, I write that it’s “an axiom among activists that corporations don’t bleed, but people do.” A campaign against a corporate brand might eventually gain some traction, but call out an individual by name and you’ll get that person’s attention very quickly. For activists seeking a change in company policy, the faster you can get into the heads of c-suite decision-makers, the better.
But you don’t need to take my word for it, take theirs:
Protesters told Reuters they will increasingly target individuals as part of a strategy to draw attention to the growing divide between rich and poor in San Francisco …”When you put a face on it, it suddenly becomes more real,” Erin McElroy, an organizer at Eviction-Free San Francisco, said of what she views as a technology-driven housing crunch.
These anti-tech protesters in San Francisco have captured the interest of national media, making it easy for them to generate significant publicity even though the actual size of their protests are quite small. Only two dozen took part in the above April 11th rally, and, judging from the picture, even fewer protested against Google Ventures partner Kevin Rose.