What is #ChangeTheStory?
In January 2023, we launched a month-long campaign celebrating the humanity that exists in the world, bringing together volunteers and the organisations they help, to #ChangeTheStory.
What needs to change?
The simple truth is that most of us care deeply about one another and the world around us. We see volunteers regularly give their time and their skills, to help others. And yet every day, we receive messages from our workplaces, from advertising and politics, and popular culture that people are primarily driven by ‘selfish’ values such as power, wealth and status.
Research by the Common Cause Foundation has found that 74% of people in the UK place greater importance on values like kindness, helpfulness and equality than values like wealth, achievement and ambition. However, most of us (77%) tend to underestimate others, assuming that people are more likely to place more importance on self-interested values than on values of justice and care. This is called the ‘perception gap’.