It turned out that repeated cycles of seeking, refining and testing new frameworks with all stakeholders are necessary.
In 2004 they first fought against paying “pizzo” (protection money). They gradually got the support of local people and businesses. They introduced anti-racketeering certification for businesses. The movement also got involved with the international tourist industry to further increase the influence of the certification.
Can a social movement leverage business?
Movements and businesses use specific narratives to entice supporters, according to an article on the website of business school INSEAD. The four key values were:
- Community: The movement against Mafia could succeed only if people stood together.
- Security: Activists focused on ensuring the physical security of the certified shops – they were literally occupying the storefronts, making any retaliation difficult.
- Dignity: Dignity is an important element in Sicilian culture, so emphasizing it helped.
- Denunciation: Public denunciations of the Mafia with the ultimate goal of getting rid of fear.
Dialogue was essential for changes and success
Responsible tourists like the sense of authenticity and being part of community. However, the value of ensuring security didn’t fit with the idea of pleasant holiday. It was eventually changed for more far-reaching value of sustainability.
For the same purpose, the concept of dignity was changed into the framework of beauty. Denunciation couldn’t be modified – so it wasn’t involved directly in the tours, but tourists who were interested were invited to talk to activists.
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