From climate science to grassroots organizing, for 350.org founder Bill McKibben, it's all about the numbers.
This article originally appeared at Waging Nonviolence.
You can’t build a movement without
numbers. If anyone understands that, it’s 350.org co-founder Bill McKibben.
Standing in front of an estimated crowd
of 50,000 people gathered for the Forward on Climate rally yesterday on the
National Mall in Washington,
D.C. he said, “All I ever wanted
to see was a movement of people to stop climate change, and now I’ve seen it.”
Billed as “the largest climate rally in U.S. history,”
the event was intended as one final push to convince President Obama that his
environmental legacy hinges on whether he rejects the Keystone XL pipeline — a
conduit to what has been called by NASA scientist James Hansen “the world’s
largest carbon bomb.” To underscore this point, 350.org has consistently made
an effort to quantify its achievements into superlatives, ready-made for
Yet, had they not put so much effort into
creating the perception of a powerful movement, they might not have ever built
one. According to political scientist Erica Chenoweth, co-author of Why
Civil Resistance Works, “There is power in numbers, and the more people
participate, the more likely the movement is to effect real change.
Interestingly, this may lead more people to participate because they want to
join a movement that will ultimately be successful.”
Patrick Reinsborough of the Center for Story-Based Strategy (formerly smartMeme),
which trains activists to use narrative as a tool, agrees. “The most important
thing to communicate is that this movement is growing, and that everyday
citizens are willing to step out of their comfort zone in order to be seen and
heard,” he said.
For more than six years, McKibben has
been at the forefront of efforts to create a broad-based movement that can
create the pressure for policies that would bring carbon emissions to a safe
upper limit. According to James Hansen, that limit, which was long ago
surpassed, is 350 parts per million — a number so important to McKibben, he
named his group after it.
While this decision has led some to
criticize 350.org for having a name that’s too ambiguous or scientific for the
average person, McKibben
has long argued, “Arabic numerals are the one thing that cross globally.”
This fact seems to be guiding his broader belief in the power of numbers as
“The hardest thing about climate change
is the sense that one is too small to make a difference,” McKibben told Waging
Nonviolence. “So we’ve helped people to understand that they’re part of
something large, maybe large enough to matter. That helps them feel engaged, I
think, and has the advantage of being the truth.” McKibben’s
feature article for Rolling Stone last summer — one of the most-read
in the magazine’s history — and his recent 21-city
sold-out speaking tour had the word “math” in the title.
Even before the debate over its name,
when 350.org was just six students and a professor at Middlebury
College in Vermont, the focus was on numbers — numbers
that set records, showed the scale of an action or quantified an achievement.
For instance, in 2006, the group
successfully pressured Middlebury to commit to carbon neutrality by 2015. Soon
after that, it organized a five-day march across Vermont to demand action on global warming.
Nearly a thousand people took part, and many newspapers called it the largest
climate change demonstration in America.
Then, in 2007, with a campaign called Step It Up, which sought to visually
depict the concept of an 80 percent carbon reduction by 2050, 350.org organized
a day of action that netted 1,400 demonstrations across all 50 states, calling
it, “the first open source, web-based day of action dedicated to stopping
Since becoming 350.org a year later, the
group has had a string of even more impressive achievements. In 2009, it
organized 5,200 actions in 181 countries for “the most widespread day of
political action in the planet’s history.” The following year saw two other
landmark actions: the Global Work Party and 350 EARTH. The former generated
more than 7,000 climate solutions projects in 188 countries and has been called
the most widespread day of climate action in history. Meanwhile, 350 EARTH,
which took place a month later, managed to gather tens of thousands of people
for several of the biggest
art projects ever seen — so big they could only be seen from space.
If there was any criticism of 350.org at
this point, it was that that the organizers were having too much fun. During
those two years of dramatic actions, Congress and the United Nations failed to
pass binding climate legislation. Many activists were beginning to wonder
whether the impressive showing by 350.org was anything more than just a show.
Leading voices within the climate
movement, such as Tim DeChristopher — who famously disrupted an oil and gas
lease auction in 2008 and spent
the last two years in prison as a result — wanted to see the group leverage
the power of its growing base by engaging in civil disobedience. McKibben
eventually heeded the call and in August and September of 2011, 350.org — under
the guise of Tar Sands Action — held two weeks of sit-ins outside the White
House, calling on President Obama to reject the Keystone XL pipeline. Despite
some initial uncertainty about whether arrests would scare people away, the
campaign proved to be yet another historic moment for the climate movement.
Over 1,200 people were arrested and McKibben called it “the largest civil
disobedience action on any issue in 30 years.”
Since then, there has been a boom in
civil disobedience and nonviolent direct actions against the pipeline, from grassroots
activists in Texas and Oklahoma
to mainstream environmentalists like Sierra
Club executive director Michael Brune. McKibben has also recently hinted at
another mass civil disobedience, possibly this summer, telling a crowd of
students in New York City
a couple weeks ago to “keep an eye on 350.org and save up bail money.”
In order to get to this point, 350.org
has had to slowly build upon action after action, finding the right way to
frame its accomplishments for maximum effect. Other successful movements have
done the same, such as the Serbian student movement Otpor!, which started with
just 11 people and used graffiti and small, clever actions that never revealed
their numbers until they had grown enough to topple dictator Slobodan
More recently, in Egypt, says
Erica Chenoweth, “groups of activists would deliberately make their way down
small alleyways to give the impression that there were many more people
participating. It created something of an optical illusion — a small number in
a small space looks bigger than a small number in a big space.”
While the climate movement may be close
to toppling a pipeline, it’s far from toppling the dictatorship of the
fossil-fuels industry. Chenoweth has a number of her own for what major
systemic change requires. “If you buy the
5 percent rule — that if 5 percent of the population mobilizes, it’s
impossible for the government to ignore them — then in the U.S. context it
would mean mobilizing well over 15 million people in a sustained way,” she
When asked what he thought winning would
require, McKibben said, “I’ve got no idea. It will take more than any of us can
imagine.” That might be surprising coming from a man so concerned with numbers
and so good at making them compelling. But right now, the only math that seems
to matter to him is how long it has taken to get to this point. And for that
reason, he’s savoring the moment.
“I waited a quarter century since I wrote
the first book about all this stuff to see if we were going to fight,” McKibben
told yesterday’s crowd. “And today, I know we are going to fight. The most
fateful battle in human history is finally joined, and we will fight it
Image of Bill McKibben at Sunday's Forward on Climate rally in Washington, DC by Josh Lopez, 350.org.