A comprehensive guide to planning and running effective corporate campaigns to pressure companies to do the right thing

Major corporations exercise enormous control over our lives. They influence how we think, what we buy, who we vote for, and how our society evolves. They are key drivers of the wealth that fuels our economic system, and their power insulates them from strict government regulations and accountability. In this setting, corporate abuses—pollution, toxic and inhumane work environments, defective products—go unchecked. When the government refuses to corral industry’s misdeeds, advocacy groups turn to corporate campaigns to expose and change harmful behavior.

Reining in the Bulls is the first comprehensive resource for professionals of nongovernmental organizations who want to understand, plan, and execute modern corporate campaigns. Michael Marx is a pioneer in this field and has led multiple high-profile campaigns, pressuring companies that were harming workers, communities, and the natural environment. He draws from his and other campaign experts’ experience to highlight lessons from both US and international campaigns. Corporate campaigns are unique in that they require knowing how to pressure branded companies and understanding their inner workings to strategically target that pressure.

The need for a comprehensive guide is growing. Few advocacy professionals receive training on how to conduct these campaigns effectively. Even those who have worked on corporate campaigns for a while need to evolve their strategies to incorporate advances in social media and the threats posed by new industries, such as AI. There is an urgent need to curb the destructive behavior of corporations, and this book gives advocates a powerful tool for holding companies accountable and protecting our social and environmental well-being.