Do We Always Need Pain to Drive Action? A Reflection on the Evolving Role of Trade Unions

Written by Prof. dr. Svetlana Khapova, Vrije Universiteit Amsterdam, The Netherlands.

I had the privilege of engaging in a thought-provoking discussion with Ovidiu P. Goran , a lawyer and board member specializing in industrial relations. Ovidiu, who is also part of the (Executive) PhD program at Vrije Universiteit Amsterdam (VU Amsterdam) , challenged my perspective on the future of trade unions. His insights sparked ideas I believe could resonate with corporate leaders worldwide.

Historically, trade unions have championed workplace fairness. Yet, as their traditional battles wane, their roles are evolving, and their influence appears to be diminishing. How can trade unions remain relevant in a world where sustainability, rather than labor exploitation, has become the defining challenge?

From Fighting Labor Exploitation to Embracing Sustainability

In their early days, trade unions were synonymous with the fight against labor exploitation. Unsafe working conditions, inequitable wages, and discriminatory practices drove workers to organize and demand change. These battles were deeply personal: workers experienced the injustices firsthand. Urgency fueled their protests, leading to tangible victories like better wages, safer workplaces, and fairer treatment. These outcomes cemented trade unions as powerful agents of change.

Today, modern HR practices and legal advances have addressed many of these issues. While some gaps remain, systemic exploitation is no longer the norm. This progress has led to questions about the continued relevance of trade unions. Yet, rather than becoming obsolete, unions are pivoting toward a new mission: sustainability.

The New Mandate: Planetary Advocacy

Ovidiu observed that trade unions are increasingly positioning themselves as advocates for sustainability. In a world where corporations often prioritize short-term profits, unions have the potential to champion long-term environmental stewardship. They could act as the conscience of corporations, pushing for practices that prioritize sustainability over immediate shareholder returns.

However, this shift presents a profound challenge. Unlike historical battles where workers personally experienced injustice, sustainability advocacy requires unions to speak on behalf of an abstract entity: the planet. The absence of immediate, personal pain makes it harder to generate the urgency and engagement that once defined union action.

Why Trade Unions Struggle to Mobilize Around Sustainability

Consider the difference between a strike for higher wages and a strike advocating for sustainability. In the former, the impact on employers is immediate and tangible: lost revenue, disrupted operations, and reputational damage. The cause-and-effect relationship is clear, and the pressure to act is undeniable.

In contrast, sustainability strikes often lack direct, immediate consequences. A company’s operations may continue uninterrupted, and the financial repercussions might be negligible. This weakens unions’ leverage to compel organizations to prioritize environmental issues.

Furthermore, sustainability’s diffuse nature complicates mobilization. Issues like unsafe working conditions or low wages affect specific groups directly, making collective action easier. By contrast, climate change and environmental degradation often feel distant and intangible, making it harder for workers to perceive immediate personal stakes.

A Broader Leadership Question: Does Pain Drive Progress?

The challenges trade unions face in advocating for sustainability highlight a deeper question: Must pain or loss precede meaningful action? History suggests that immediate, tangible suffering has often been a powerful catalyst for change. Abstract issues like sustainability struggle to evoke the same urgency.

Do we need a devastating wildfire in Los Angeles to galvanize action for the planet? Must a crisis strike before we take sustainability seriously? Or can we inspire change through other means?

Leading Without Pain

The evolving role of trade unions underscores a fundamental truth about leadership: the absence of immediate pain does not diminish the importance of action. Sustainability demands proactive leadership, and trade unions have an opportunity to redefine their purpose. By championing long-term environmental goals, they can influence corporations and societies to act before crises emerge.

This challenge extends beyond unions. It is a call to all leaders to?internalise sustainability and?inspire change, even when the stakes feel abstract. By doing so, we ensure that the progress of the past is not just preserved but built upon for future generations.

This thought piece is part of the VU Leadership Academy’s series on thought leadership for executives and board directors. We invite you to join the conversation: How can your organization collaborate with stakeholders to address global challenges? And how can you lead in ways that inspire action without waiting for a crisis?

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