Taking It Global: Strengthening & Expanding Current Power Structures Utilizing the Language & Principles of New Power
If power dominated through hierarchy and coercion – the emergent “new power” model dominates with influence and persuasion. And while this has been achieved for some decades now by the NGOs that comprise the non-profit industrial, more and more corporations, institutions and states, are now applying it to their business models. The key differences are that 1) the organizers remain invisible and 2), the populace is manipulated into believing that they control said movements.
At the helm of this new model is Avaaz/Purpose co-founder Jeremy Heimans. Purpose, the PR firm (with many arms) specializes in movement building and behavioural change.
Heiman’s vision is to organize “people not as citizens but as consumers” to further empower corporations and brands that he refers to as “the angels”. Partners include some of the world’s most powerful corporations, foundations and institutions including The Rockefeller Foundation, Ford Foundation, Unilever, Ikea, General Electric, Starbucks, TED, Oxfam, SEIU, WHO, Unicef, ACLU, British Telecom, the Concordia Summit and Nike. Collaborators include We Mean Business and The B Team which is registered to the address of Purpose New York. With strong ties and loyalties to many elite institutions and oligarchs such as Purpose partner the United Nations (where Heimans cut his teeth as in intern in 1999), the Omidyar Network a and Virgin’s Richard Branson(founder of The B Team, The Elders, Carbon War Room, etc.), Purpose is now global with seven international offices operating in New York, San Francisco, London, New Delhi, Nairobi, Sao Paulo, and Sydney. This expansion is in line with new behavioural insight teams that are steadily proliferating in government buildings across the globe.
The New Power Structure, April 5, 2018, The New York Times:
“These organizations are often founded by what you might call disappearing organizers. Somebody comes up with a compelling concept, like TED or Black Lives Matter. The concept gives people a sticky group identity; many people think of themselves as Tedsters. The core idea is spreadable, actionable and connected — it allows participants to subcreate in local and flexible ways. Tedsters organize and attend over 20,000 local TEDx events. The founder doesn’t dominate the network so much as manage the community.”[Emphasis added]
“The co-founder of GetUp! might be the most influential Australian in the world.” — The Monthly, April, 2018
The concept of “new power” has been named by CNN as one of ten ideas that can change the world. “Originally laid out as the Big Idea in Harvard Business Review and subsequent TED talk, new power offers a frame to understand the distributed and participatory models that are rising in business, life and society.” [OuiShareTV]
According to Heimans, “power traditionally functions as a currency, something valuable to which society wants to cling. The new power, on the other hand, works like a current: it is fluid. While the old forms of power are based on pyramidal forms and a power that goes from “top down”, the new power works in reverse, “as an “upload”. The new models of power are founded and inhabited by the coordination and agency of the masses, without participation these forms of power remain empty. These new models are collaborative platforms that need the active collaboration of their participants to survive.” [Source]
What the “new power” model actually represents is capitalism in its most efficient form. Citizens, en masse, are utilized, organized and mobilized to provide social media online content – which is then captured and exploited for increased corporate revenues – with no monetary compensation for their labour. Although such movements may appear to be “founded and inhabited by the coordination and agency of the masses” (Heimans) – they have been largely created, or co-opted, at or since inception. The “new power” “uploads” to an existing structure. The structure responds by “downloading” an illusion of capitulation in order to satisfy/empower the masses. Yet, by design, its true triumph is the achievement of the following:
1) creating/accelerating economic growth (i.e. market mechanisms),
2) consolidating added power into the hands of the West,
3) the further insulating of the elite classes from all/any risk,
4) protecting and expanding the capitalist economic system, and
5) resolving issues only within the confines of the globe’s current power structures.
Never in history have such powerful conglomerates managed to foment and then seize the required labour to create billion dollar platforms and profits – for free, as they do today. Such fervor for the citizenry to bestow their labour to the elites classes is textbook “Brave New World.” Karl Marx’s theory of surplus labour is classically interpreted as the “extra labour produced by a worker for his employer, to be put towards capital accumulation.” It could be said (even in jest) that one good example of surplus labor in modern times is “the extra labour (physical) produced by the “prosumer”, the willing participants for the elite classes (via social media), to be put towards cultural appropriation and modification (in the form of social capital) with no ownership over the means of production (digital platforms).
Consider that while Western society criticizes the Bolivian government for legalizing child labour laws in order to protect working Bolivian children, it remains completely ignorant of the fact that the elite global corporatocracy is exploiting labour from their own Western children for free – via social media – in what we can call postmodern Western domination. A Brave New World model of “soft exploitation” – with no protection from adults whatsoever.  Hence while child labour is a respected part of Bolivia’s social conscience – the gross exploitation and manipulation of their own children and youth (that enriches corporations as opposed to enriching families) does not even register in our collective consciousness at all.
This direct line to youth via the cell phone surpasses all levels of social engineering on a scale never before imagined much less thought to be achievable. The art of storytelling, exploitation and manipulation, at once consolidated to create a youth populace in the image of superficiality and consumption. The Children of the West have been thrown to the wolves. A gift to our corporate gods.
As one of ten ideas that can change the world, embraced and highlighted by some of the world’s most powerful and elite institutions, the false perception of grass roots mobilization seizing power (designed and financed by the oligarchs) is a strategic marketing maneuver designed to create a short-term euphoria that feels like victory. The perceived victory –achieved via “the deployment of mass participation and peer coordination” (Heimans) – is always made malleable to further protect – the identical powers. Hence, it is not “new power”, it is “old power” simply rebranded with more vapid methods of exploitation targeting and manipulating the target demographic, which is “millennials”.
According to Heimans what societies are experiencing and undergoing today is “a big war over values”. What is unspoken is whose values Heiman’s New York PR firm pledges allegiance to and is paid to expand: Western values.”
Meet the New Power: The Same as the Old Power
“Whoever mobilizes is going to win. And if you are understanding new power you can end up on top. Welcome to the new power world.”
The above quote is taken from the marketing video for the book titled New Power: How Power Works in Our Hyperconnected World–and How to Make It Work for You (released April 3, 2018). The book authored by Jeremy Heimans (Avaaz/Purpose) and Henry Timms (92ndStreet Y, a 143-year-old institution located in New York City) follows their prior publications: New Power: How It’s Changing The 21st Century (2018) and Why You Need To Know and Understanding ‘New Power’ (Harvard Business Review, 2014).
Having attended Harvard’s John F. Kennedy School of Government, Heimans interned for the United Nations where his career began in 1999. [Source] Heimans then cut his teeth with the management consultancy firm McKinsey & Company. In 2007 he co-founded Avaaz. Purpose would follow two years later although the year of Purpose’s beginnings has been challenged in Australian Parliament.  In 2009 Heimans hired the first Purpose team member Andre Banks. The list of achievements (i.e. clients) of Purpose includes the Women’s Marches following Trump’s inauguration in 2017 and a strong relationship with Black Lives Matters. [Source] Purpose clients and partnerships include many of the most powerful institutions, corporations and manufactured/managed movements on the planet such as the United Nations/UNHCR, Google, UNICEF, the Bill & Melinda Gates Foundation, Ikea, Unilever, Black Lives Matter, etc.:
“Heimans says that Purpose embraces “pragmatic idealism” and doesn’t adopt purist positions. “We like to say we can speak the language of an Occupy activist, a Facebook product manager and a UN technocrat.” It also speaks the language of Unilever and Nike, two of its corporate partners, as well as that of #MeToo. If a partner “veers off course” and does things that nobody at Purpose can support, “then we have to fire them”. This is underpinned by Purpose’s status under American law as a public-benefit corporation, a new legal structure that mandates companies to serve the wider society rather than simply its shareholders, giving an economic value to philanthropy.” [Source]
Oxfam is a key partner of Purpose. To this day, the Oxfam partnership and logo continues to be proudly displayed on the Purpose website.Here it is vital to observe Heimans and Timms co-optation of #MeToo language/values supposedly adopted by Purpose. In December 2017, 92nd Street Y the organization run by Heiman’s New Power co-author, Executive Director Henry Timms , chose Ari Shavit to deliver the keynote address to mark Israel’s 70th anniversary:
“When I learned this week that the 92nd Street Y is advertising admitted sexual predator Ari Shavit as their keynote speaker to mark Israel’s 70th anniversary, it became unambiguously clear that the insulated, powerful, and tone-deaf Jewish boys’ club is still running the show, to the detriment of women and all victims of sexual assault. On the most basic level, this decision ignores women as consumers. The idea that women and sexual assault victims would be horrified by this choice apparently did not occur to the organizers. That we would never come to an event like this doesn’t seem to matter. Whoever the victims of sexual abuse are – women and men alike – we are irrelevant. We are not even considered as potential attendees. It is a stunning dismissal of victims from the community.” — Seriously, 92Y – Ari Shavit Should Never Have Been Invited In The First Place, December 15, 2017
In the trillion dollar philanthropy industry, this type of open hypocrisy is called “wewashing” – something those in the non-profit are typically extremely fearful to be accused of.
From the May 3, 2018 article published by The Center for Effective Philanthropy, Philanthropy’s “New Power” Challenge:
“There is also the danger of what the authors call “WeWashing,” citing a term coined by a friend of theirs that refers to the danger of “using the language of the crowd without having any meaningful interest in engaging with it.”
But this isn’t the only instance of “wewashing” demonstrated by NewPower authors Timms and Heimans. Consider the recent sexual exploitation scandal by Oxfam, which made international headlines. [February 16, 2018, The Independent: “Oxfam was told of aid workers raping and sexually exploiting children in Haiti a decade ago.”] Oxfam is a key partner of Purpose. To this day, the Oxfam partnership and logo continues to be proudly displayed on the Purpose website. Further allegations have since emerged involving Save the Children and the United Nations [source] , with United Nations being not only the key partner to Purpose & Timms co-founded “movements”, but the building block of the non-profit industrial complex as a whole.
So much for Heiman’s statement “[I]f a partner “veers off course” and does things that nobody at Purpose can support, “then we have to fire them”. The appropriation of the said movement #metoo – by individuals that condone sexual predators and sexual misconduct in their own tight knit circles – is as vulgar and cold as it is arrogant. This superficiality on display is so egregious, it is blinding.
Video. April 13, 2018, “‘New Power’ authors Jeremy Heimans and Henry Timms discuss “authenticity” and how people can obtain power in the 21st century”:
Perhaps nowhere is Jeremy Heimans crème de la crème status more visible as in the recent high level event at the United Nations: The 6th Biennial High-level Meeting of the Development Cooperation Forum(DCF) (United Nations Headquarters, New York, 21-22 May 2018):
“In a keynote address, Jeremy Heimans, Co-Founder and Chief Executive Officer of Purpose, noted that development cooperation was traditionally organized in an “old power” fashion, in which top-down dynamics were most prevalent. In that structure, beneficiaries were not directly involved in the decision-making that would most affect their lives due to an unequal power dynamic and lack of agency.
Yet, a “new power” structure was emerging, he said, in which power was distributed more equally among stakeholders. In that context, he underlined that more efforts must be undertaken to build institutions that fuelled citizens’ hunger to “take part”, pointing to online platforms as being highly effective at engaging people. He noted that there was a lot that could be learned from such social movements, many of which were maximizing collective action dynamics. In that connection, development cooperation should be shifted in a way that actively engaged people and gave them opportunities to shape their own future, he said.” [Source]
“Jeremy Heimans, Co-founder of Purpose, addresses the Development Cooperation Forum of the Economic and Social Council (ECOSOC). The theme of the forum is “The strategic role of development cooperation in achieving the 2030 Agenda: building sustainable and resilient societies. 21 May 2018, United Nations, New York”
Our extensive research in Purpose Goes to Latin Americademonstrates the nefarious and hegemonic role of NGOs within the world’s existing power structure. The non-profit industrial complex serves hegemony as a sophisticated fine-tuned symbiotic mechanism in a continuous state of flux and refinement. The ruling elite channel an immeasurable amount of resources and tools through these organizations to further strengthen, protect and expand existing forms of power structures and global domination, inclusive of white supremacy. This forms a symbiotic relationship between the non-profit industrial complex and the hand that feeds. The outcome is soft power in its most efficient form.
Foreign policy, neocolonialism, imperialism, and intervention are all instruments that must be utilized with sharp precision to achieve these goals. It is for this reason that NGOs such as Purpose (born out of Avaaz) are given the tools, support and funding required to continuously expand and multiply. As such, they are key force multipliers in servitude to the quest of western dominance.
The following is an excerpt from the two-part series Purpose Goes to Latin America.