Combat Grievance Culture With PR

How we feel about an issue versus what data shows groups of people feel can be quite different. Gauging public sentiment is important for PR pros so we can work with that sentiment and use that “vibe” to base messaging on. Or, we can work to change that sentiment — preferably from a negative to a positive!

Washington Post Opinion Columnist Catherine Rampell’s piece, “Why the United States needs to stop being a nation of losers” caught my eye recently. Her take on the current American “losing” sentiment made me think.

“That must be what’s going on,” I thought as I read. People seem so downtrodden lately. Do Americans really feel like losers? Are more people feeling hopeless? I have certainly observed more despair and overwhelmed individuals lately.

Rampell says America is struggling with “grievance culture.”

She cites studies that show that no matter a group of people’s actual level of privilege (or lack thereof), everyone sees their group as the underprivileged group. The groups with privilege — or as I like to call it, leverage — felt at a disadvantage. And those without privilege thought they were at a disadvantage, but more so than their other disadvantaged peer groups. 

When it came to politics, liberals were most likely to say the country shifted more right-leaning, while conservatives say the country has shifted left. This interpretation of “my group is losing” was also seen across religious groups. Across major racial groups, each group felt their group was the most discriminated against.

What does this mean for communicators? Data from Pew Research illustrates how misconceptions and the blaming of others that we see in grievance culture can easily spread. This shift is important for PR professionals to recognize because if everyone thinks they’re losing, that sentiment may impede the positive initiatives and change we work on.

The entitled “Karen” avatar that’s become mainstream in popular culture is the characterization of this persona. (My sympathy to all the real Karens!)

How do we overcome new sentiment shifts like grievance culture? Here are three ways to help influence a more flexible, aspirational society through the power of communication and public relations.

1. Remind people they can win.

While we don’t all need a trophy, we certainly do appreciate them! Use your messaging and work to remind stakeholders what the data really shows related to what matters to them. Remind those you work with or mentor that they can control much more of their professional and personal success than they may realize. When we spend too much time blaming, our ability to see our wins and shape future outcomes diminishes.

2. Use unifying terms whenever possible.

We’re more alike as people than we are dissimilar. Did you know that DNA analysis shows that any two humans are 99.9% identical? Let’s keep pointing out our commonalities as humans and groups, rather than highlighting differences or grievances. Explore and communicate similar interests, cultural practices, backgrounds, values or ways we can otherwise connect with others. 

3. Share grace and flexibility.

Our reactions to microaggressions — smaller, perhaps ignorant or unconscious slights —can perpetuate grievance or victimhood mindsets, and thus behaviors. Offer grace and accept apologies when possible when others offend you. Ask for forgiveness and learn from your own mistakes, every time. 

Do your research and make sure not to hurt others with your deeds or professional work, and don’t be the one publicly canceling others when feedback could be shared more constructively in private. Relationships take work, and it’s our business to try to foster healthy relationships for the long term.