The Words That Win: What Online Messaging Looks Like in Successful Union Campaigns
Arianna Pera
Dec 18 2025
Published in: Power At Work
“For decades, the share of workers represented by unions has steadily declined in the United States. This trend is often framed as a story about workers’ collective bargaining power slipping away. But scholars like Ruth Milkman and Kim Voss remind us that revitalizing the labor movement is not just about winning at the negotiating table. It also depends on how unions present themselves, build relationships, and speak to the public. For many workers, unions are not only vehicles for securing better wages or working conditions–they are communities, sources of support, and voices for fairness. Understanding how unions tell their stories is, therefore, central to understanding how they rebuild power.”

