Soft activism & change

At its heart, soft activism is the power of individual choices. It invites us to question our habits and assumptions without judgment, nurturing a sense of agency grounded in compassion and individuality.

It’s the quiet revolutions that begin in daily life - mindful choices that ripple outwards to influence a progress that doesn’t seek perfection or radical overnight transformation. It’s about becoming aware, deciding what matters most, and aligning your actions with those values, knowing that collective small steps create profound shifts.

This project began with Liz’s own shift. In 2022, she was an average Australian consumer, caught in cycles of newness, guilt, and shame. By 2025, she was able to take an entire year off shopping, part of a complete journey that has helped her rebuild her relationship with clothes. Soft activism was at the heart of this change. Small choices, reflections, and mindset shifts accumulated into something powerful.

Research shows that individual choices have far-reaching effects, not just environmentally but culturally. Each choice is a signal. It tells brands what we value. It tells people around us what we stand for. Choices shape demand, culture, and what becomes normal.

Soft activism is not just about outcomes; it’s about feeling empowered in a world that often feels overwhelming. As we realign with what we truly value, our choices begin to reflect who we are and who we want to become. This gentle approach helps relieve climate anxiety by focusing on what we can control, cultivating resilience rather than despair.

Change rarely begins at the top. It starts with people willing to think differently, act differently, and live those changes quietly until they gain momentum.

Soft activism reminds us that change is not something we wait for – it is something we quietly work towards and achieve.