The anti-corporate movement that gained momentum in the 1990s was never a monolithic entity. It didn’t have a central leader, a unified agenda, or a single headquarters. Instead, it was a sprawling, decentralized network of activists, artists, and everyday people who shared a common frustration with the growing power of corporations and a desire to reclaim autonomy over their lives, cultures, and communities. This decentralized nature wasn’t a weakness—it was the movement’s greatest strength. It allowed for creativity, adaptability, and resilience in the face of corporate dominance. Today, as we grapple with the unchecked power of Big Tech and other corporate giants, the anti-corporate movement offers a powerful blueprint for how to organize and resist.
A Movement Without a Center
The anti-corporate movement of the 90s was defined by its lack of a central authority. It wasn’t led by a single organization or figurehead but was instead a loose collection of individuals and groups working toward similar goals. Punk rockers, environmentalists, labor activists, and culture jammers all played a role, each bringing their own tactics and perspectives to the table. This decentralization made the movement difficult to co-opt or suppress. There was no “head of the snake” to cut off—just countless nodes of resistance, each operating independently yet contributing to a larger whole.
DIY Culture as a Form of Resistance
At the heart of the anti-corporate movement was the DIY (Do-It-Yourself) ethos. Frustrated by the homogenization of culture and the commodification of art, music, and media, people began creating their own alternatives. Zines—self-published magazines—became a way to share ideas and critiques outside of corporate-controlled media. Independent record labels and underground venues allowed musicians to bypass the music industry’s gatekeepers. This DIY spirit wasn’t just about creating art; it was a form of resistance, a way to reject corporate control and build something authentic and community-driven.
The parallels to today are striking. Just as 90s activists used photocopiers and cassette tapes to bypass corporate gatekeepers, modern activists are using open-source software, decentralized platforms, and peer-to-peer networks to challenge the dominance of Big Tech. The tools have changed, but the ethos remains the same: if the system is broken, build your own.
Direct Action and Grassroots Organizing
The anti-corporate movement was also characterized by its emphasis on direct action. Rather than relying on traditional political channels or waiting for institutional change, activists took matters into their own hands. Protests, boycotts, and culture jamming—subverting corporate messages through parody and satire—were common tactics. Groups like the Yes Men and Adbusters used humor and creativity to expose the absurdity and harm of corporate power.
This emphasis on grassroots organizing and direct action was key to the movement’s success. It allowed people to take immediate, tangible steps toward change, rather than waiting for permission or approval from those in power. It also fostered a sense of agency and empowerment, reminding people that they didn’t need to rely on corporations or governments to shape their world.
Decentralization as a Strength
The decentralized nature of the anti-corporate movement made it incredibly resilient. Without a central hierarchy, the movement was able to adapt quickly to changing circumstances. If one tactic or group was shut down, others could continue the work. This fluidity also allowed the movement to evolve over time, incorporating new ideas and strategies as needed.
Decentralization also made the movement more inclusive. Because there was no single authority dictating the “right” way to resist, people from diverse backgrounds and perspectives could participate in ways that felt authentic to them. This diversity of voices and approaches enriched the movement, making it more dynamic and far-reaching.
Lessons for Today
As we face the growing power of corporations in the digital age—from social media platforms that manipulate public discourse to monopolistic tech giants that exploit our data—the anti-corporate movement of the 90s offers valuable lessons. Its decentralized, DIY approach shows us that resistance doesn’t have to be top-down or centralized to be effective. In fact, the opposite is often true: by distributing power and agency among individuals and communities, we can create a more resilient and adaptable movement.
Today, decentralized technologies like blockchain, peer-to-peer networks, and open-source software are providing new tools for resistance. These technologies allow us to build alternatives to corporate-controlled platforms, creating spaces that prioritize transparency, accountability, and user empowerment. Just as 90s activists used zines and independent media to bypass corporate gatekeepers, we can use decentralized tools to bypass the algorithms and policies of Big Tech.
A Call to Action
The anti-corporate movement of the 90s reminds us that resistance is not about waiting for someone else to fix the system—it’s about taking action ourselves. Whether it’s creating art, organizing protests, or building decentralized technologies, we all have a role to play in challenging corporate power and reclaiming our autonomy.
The decentralized nature of the anti-corporate movement was its greatest strength, and it can be ours too. By embracing the DIY ethos, prioritizing grassroots organizing, and leveraging decentralized tools, we can build a movement that is as resilient, adaptable, and inclusive as the one that came before us. The fight against corporate dominance is far from over, but with the spirit of the 90s as our guide, we can continue to push back and create a world that prioritizes people over profit.
Punk’s not dead!