Wait, throwing soup at paintings actually does something?

By being bold, ambitious, and unapologetic, climate activists can shift the window toward justice, equality, and sustainability. What’s considered "crazy" today, can become common sense tomorrow.

The Overton Window—the range of ideas and policies considered politically acceptable at any given time—isn’t fixed. It’s a dynamic, ever-shifting frame that determines what’s “reasonable” and what’s “radical.” And right now, it’s being pulled in dangerous directions. While far-right extremists and corporate interests have mastered the art of shifting the window to normalise authoritarianism, inequality, and environmental destruction, progressives and climate activists have often been too cautious, too polite, and too afraid to demand the systemic change we need. This imbalance has left us playing defense in a game where the stakes are existential. To win, we must be bolder, more ambitious, and yes, even more “radical.” Because the truth is, what’s considered radical today is often the common sense of tomorrow.

How the Overton Window works—and who’s pulling it

The Overton Window isn’t just a theoretical concept; it’s a battleground. Those who understand how to shift it wield immense power. For decades, the far right and corporate elites have used fear, propaganda, and strategic extremism to drag the window toward policies that serve their interests. Think about it: tax cuts for the wealthy, deregulation of polluting industries, and the erosion of voting rights were once fringe ideas. Now, they’re mainstream. Climate denial, once the domain of crackpots, was legitimized by well-funded think tanks and media campaigns. And now, with fascism on the rise and authoritarian leaders sitting in positions of power, the window has shifted so far that ideas once considered unthinkable—like banning books, dismantling democracy, and ignoring climate science—are not only debated but enacted.

The Earthly is a reader-supported publication. To receive new posts and support our work, consider becoming a free or paid subscriber.

Meanwhile, climate activists and progressives have often been too timid and too afraid of alienating “moderates” or being labeled “extreme.” But here’s the thing: the window doesn’t move unless someone pulls it. And if we’re not pulling, we’re losing.

Why bold activism is necessary

1. The climate crisis demands Urgency: Scientists have been clear: we have a narrow window to avoid catastrophic climate change. Yet, incrementalism and half-measures dominate the political discourse. Bold actions—like the Green New Deal, fossil fuel divestment, and direct action against polluters—are often dismissed as “unrealistic.” But they’re only unrealistic because the window hasn’t shifted far enough. By pushing for what’s truly necessary, activists can redefine what’s possible.

2. Being radical has worked for the bad guys—why not us?: The far right didn’t gain power by playing it safe. They pushed radical ideas, normalised them through repetition, and forced the window to move. Climate activists can learn from this playbook. When Extinction Rebellion blocks roads or Greta Thunberg calls out world leaders for their inaction, they’re not just making headlines—they’re shifting the window. What seems “crazy” today becomes the starting point for tomorrow’s negotiations.

3. It makes moderate ideas more acceptable: Bold actions don’t just push the window; they expand it. When activists demand a complete phase-out of fossil fuels, policies like carbon taxes or renewable energy subsidies suddenly seem more reasonable. When they call for systemic change, incremental reforms become harder to justify. This tug-of-war dynamic is essential: the more we pull, the more ground we gain.

Case Studies in Shifting the Window

1. The Civil Rights Movement: In the 1960s, Martin Luther King Jr. and other activists were labeled “radical” for demanding racial equality. Their bold actions—marches, sit-ins, and civil disobedience—shifted the window, making previously unthinkable policies, like the Civil Rights Act, possible.

2. Marriage Equality: In the 1990s, same-sex marriage was considered a fringe idea. But through relentless activism, public demonstrations, and cultural shifts, the window moved. By the 2010s, it was not only acceptable but widely supported.

3. Climate activism today: Movements like Fridays for Future and Sunrise Movement have shifted the conversation around climate change. By demanding bold action—like a Green New Deal—they’ve made policies that were once dismissed as “radical” part of mainstream discourse.

The Danger of Not Pulling Hard Enough

While activists have made progress, the window is still being pulled in dangerous directions. Fascism, climate denial, and corporate greed are gaining ground because their proponents are unapologetic and relentless. If we don’t match their energy, we risk losing everything. The climate crisis won’t wait for us to be polite. Democracy won’t save itself. And the planet won’t heal on its own.

A Pathway Forward: Embrace the “Radical”

1. Demand systemic change: Stop tinkering around the edges. Call for an end to fossil fuels, a just transition to renewable energy, and a complete overhaul of our economic system. These ideas aren’t radical—they’re necessary.

2. Use direct action: Protests, strikes, and civil disobedience aren’t just tactics; they’re tools for shifting the window. When activists block pipelines or occupy government buildings, they force the public and policymakers to pay attention.

3. Tell new stories: The stories we tell shape what’s possible. Climate activists must paint a vision of a better world—one with clean air, green cities, and thriving communities. Make people believe in the future we’re fighting for.

4. Build coalitions: The Overton Window shifts faster when more people are pulling. Partner with labor unions, Indigenous communities, and social justice movements to create a united front.

5. Don’t fear the backlash: Bold actions will be criticised. They’ll be called “unrealistic” or “extreme.” But history shows that every major social change was once considered radical. The backlash is a sign that you’re doing something right.

The Window Is Ours to Shift

The Overton Window is a tug-of-war, and right now, the bad guys are winning. But we have the power to change that. By being bold, ambitious, and unapologetic, climate activists can shift the window toward justice, equality, and sustainability. What’s considered “crazy” today can become the common sense of tomorrow. But only if we pull hard enough. The stakes are too high to play it safe. The window is ours to shift—let’s move it.