Trade unionists are adapting their outreach strategies by co-producing podcasts and running influencer campaigns, according to letters published today. This shift comes as traditional trade union meetings, along with other community gatherings like church services or volunteering, see reduced attendance.
Mark Bergfeld, a trade unionist, stated that while people may not attend meetings, they are likely to engage with content on platforms such as TikTok, Instagram, or Spotify. He noted that this approach helps to disseminate the union message in an era described as 'hyperpolitics'.
Derrick Joad, in a separate letter, suggested that organised interests are crucial for challenging corporate power. Joad highlighted new trade unions, including the Independent Workers Union of Great Britain, as examples of groups that have successfully checked employer power in the retail sector.