Beyond the Hashtag: Connecting for Real Change

Do we truly want a better world or just the appearance of wanting one? While 71% of people worldwide expect businesses to lead on social and environmental issues, and 67% believe advocacy should come from those with lived experience of injustice, only 43% actively support organisations amplifying marginalised voices. This gap between belief and action demands reflection.

The Finnish African Society (FAS) exists to connect, inform, and bring together individuals, businesses and organisations committed to fostering positive change. But meaningful action requires more than digital engagement; it requires participation beyond the screen.

The Limitations of Digital Activism

The term “slacktivism” coined by Fred Clark, has become synonymous with online activism, where engagement is measured in likes, shares, and hashtags, rather than in tangible actions. Social media, while powerful in raising awareness, can sometimes create a false sense of participation. In fact, the University of British Columbia study found that those who engage in token online activism are not more likely to take real-world action.

It’s important to remember that hashtags, shares, and viral posts don’t automatically build a community that can influence actual change. For example, the #BlackoutTuesday phenomenon, which flooded Instagram with black squares in supposed solidarity with the Black Lives Matter movement, highlights the risk of performative activism. Yes, we need awareness, but it must be coupled with concrete action.

From Branding to Belonging

Social media has not only influenced activism but also how we present ourselves. The pressure to curate and maintain a personal brand, the consistent, polished, and digestible self, often overrides the ability to engage authentically. As Debbie Millman warns, “When a person aspires to be a personal brand, they forfeit everything that is truly glorious about being human.”

In prioritising digital perfection, relationships become transactional: followers replace friends, and engagement metrics replace genuine connections. But change is driven by genuine relationships, which are often messy, nuanced, and deeply human. Meaningful progress depends on collaboration, understanding, and commitment.

Towards Community-Driven Action

If digital activism alone isn’t enough, then what is the alternative? The answer lies in showing up for our loved ones, neighbours, and communities first, before attempting to solve global problems. The FAS fosters spaces where people can learn from each other, celebrate African and Finnish cultural exchanges, and mobilise for real impact. Whether through networking events, educational forums, or grassroots initiatives, such as the FALA Network, the mission is to bridge the gap between intention and action.

The work of enacting change is seldom glamorous or trendy. It happens in conversations, in small acts of solidarity, and in long-term commitments to positive change. It’s found in supporting one another, local communities and organisations that amplify grassroots initiatives and empower marginalised voices.

Embracing Real-World Connection

We’re all susceptible to the lure of social media validation. We all want to be seen, heard and understood. But if we want to influence positive change, we need to break free from our screen-mediated realities and connect with each other as we are; imperfect, evolving, and profoundly human.

We, at the Finnish African Society, believe that change starts with the self and expands through human connections. Whether you’re looking to network, learn, or take meaningful action, we invite you to be part of a community that values depth over display. Let’s move past the hashtags and focus on genuine conversations, collaborative relationships, and meaningful change.

About Author

Khaya Ronkainen is a writer and creative professional with a business background. She is passionate about the power of storytelling to inspire change and foster meaningful connections. A South African native, she’s embraced Finland as her second home and draws on the richness of cross-cultural experiences to shape her work and advocacy.