Activism: “using vigorous campaigning to bring about political or social change.” Sounds noble right? It can be. Activism has challenged dictatorial regimes across the world, promoted equality for women and opposed racism.

But many of today’s modern activists are driven not by right and wrong but by political ideology, and their objective is to oppose anything they don’t agree with and anyone who has a different belief. They change “causes” regularly and protect their own comfort and privilege by protesting in western countries while ignoring greater issues in oppressive nations. This highlights the superficiality of their convictions.

Most have never sacrificed to build a business, yet armed with their social media accounts and connected to others across the media, legal and academic fields, they aim to destroy what others have built. Companies and organisations should not ignore this threat, and every crisis communications plan should include activist opposition. The list of what and who activists target is growing.