Recently, the Mona Lisa in the Louvre Museum was covered in cake by an environmental activist, shocking the world. This radical action, which generated over 18 million views on social networks, raises the question of the legitimacy and effectiveness of such methods in raising environmental awareness. Is it necessary to shock in order to attract attention and bring about change, or are such approaches counter-productive?
The downside of radical and shocking actions
Shocking actions may attract media attention, but they can also have negative long-term effects. According to a recent study, 42% of people questioned after art vandalism actions said they were less inclined to commit to the environmental cause, judging these methods too extreme. What’s more, such actions risk marginalizing environmental movements and cutting them off from wider popular support.
Complementarity of systems approaches
However, shocking methods can also play a role in a broader, systemic awareness-raising strategy. They help to shift the lines of what is considered acceptable, paving the way for more traditional and engaging approaches. As researcher Dominique Bourg explains, “what might have been considered unnecessary or extreme ten years ago may today be more readily accepted by the general public”.
Illustrations and case studies
For example, the civil disobedience actions led by Extinction Rebellion have succeeded in bringing the climate emergency to the forefront of the public agenda, despite initial criticism. Their demonstrations generated over 30,000 press articles worldwide in 2019. Similarly, paint thrown at works of art by environmental activists sparked a passionate debate on the role of art in raising awareness. Although controversial, these actions have helped mobilize public opinion and advance the environmental cause.
Towards a systemic and engaging approach
Rather than opposing each other, shocking methods and more traditional approaches to awareness-raising can actually feed off each other in a systemic logic. However, it is crucial to contain the risk of drifting away from these militant actions, which so far remain symbolic and without any real clash. As Talleyrand said, “Everything that is excessive is insignificant”, reminding us of the importance of maintaining balance and moderation in our efforts.
Radical actions attract attention, while educational campaigns and softer citizen initiatives deepen understanding and generate lasting commitment. Together, they form an ecosystem of complementary actions needed to meet environmental challenges.
As we celebrate Earth Day, it’s clear that citizen action, in all its forms, makes sense in the fight for the environment. Whether through gentle or shocking methods, citizens’ concerns influence business and public policy in a variety of ways. Together, we can rise to the ecological challenge, using all the tools at our disposal to bring about lasting and engaging change.
About the author
Anas Mbasso founder of Moovance, an impact startup that combines ecology and purchasing power to promote citizen action. He also chairs EKINOX, a company specialized in data and AI, where he fuses technological innovation and human values for a positive impact on society and the environment.
