THE END IS NIGH......
“The writing’s on the wall”? No — it’s being spray-painted by activists with an agenda.
If you work in food production, fisheries, aquaculture, land management, or any natural resource sector, you’ve probably heard it:
“The writing is on the wall.”
Sounds harmless. Familiar. Almost poetic.
But don’t be fooled.
This isn’t a gentle observation. It’s a deliberate tactic — used to undermine your industry before the facts are even discussed.
It’s not about evidence. It’s about optics. It’s not a forecast — it’s a strategy.
So what does this phrase really do?
1. Psychological warfare 101
It makes collapse sound inevitable — not because there’s been a formal review, not because regulators or science back it, but because enough people have been made to believe it’s true. It reframes resistance as denial. It tells decision-makers:
“Don’t waste your political capital — this sector is already finished.”
It’s a tactic that silences debate by making it feel pointless before it even begins.
2. Polished detachment
This line lets campaigners say:
“We’re not calling for shutdowns — we’re just pointing to the trend.”
It’s a PR move — clean, indirect, and highly effective.
They avoid owning the destruction they’re pushing for, yet they continue to push for it nonetheless.
3. Strategic repetition
Once launched, the phrase appears everywhere:
This creates the illusion of consensus — that “everyone” agrees the industry is on its way out.
And repetition is powerful. Say it enough, and people stop questioning it.
4. Market & political manipulation
The phrase is also designed to create panic behind the scenes.
All before a single formal decision is made.
It’s an attempt to collapse confidence — so that the industry folds under perceived pressure, not proven failure.
If this is your industry, you cannot afford to ignore this.
Because the moment this phrase hits the conversation, the campaign has already begun — and the clock is ticking.
Here’s how to fight back — with focus and urgency:
1. Call it out — clearly and immediately.
“That’s not writing — it’s cheap graffiti. And it’s being sprayed by people with a cause, not a case.”
This isn’t the time to stay polite or quiet. Name the tactic. Name the strategy. And make it clear that you’re not going to roll over just because someone declared your future dead-on-arrival.
2. Demand evidence — consistently and publicly.
“If we’re unsustainable, show us the data. Not cherry-picked figures. Not paid infographics. Real evidence.”
This is about truth over theatre. If someone is pushing for closure or exclusion, they should be forced to back it up with independent, peer-reviewed assessments — not emotional slogans.
3. Tell your story — with confidence and facts.
“Here’s what we’ve changed. Here’s how we manage risk. Here’s what accountability looks like in our industry.”
Too often, industries remain silent, hoping that facts will speak for themselves. They won’t. You need to speak for your team, your practices, and your future — or you’ll find someone else writing your story.
4. Bring your allies forward — and make them visible.
“We are not alone in this. Our communities, our workers, our customers — they all rely on what we do.”
Encourage customers, supply chain partners, and even public servants to speak up before they’re pressured into staying neutral. Their silence will be misread as support for the campaign.
5. Shift the conversation to real solutions.
“We all want sustainability. But solutions don’t come from exclusion — they come from working with the people who do the work.”
Show that your industry is not the problem — it's part of the solution. Expose how the “inevitable doom” narrative robs communities of their role in building a better future.
We’ve watched this tactic push governments into rushed decisions, cut off good operators, and gut local economies — all in the name of a slogan.
It’s calculated. It’s coordinated. And it’s been very effective.
But it only works if we let it.
So when you hear “the writing’s on the wall” — don’t just shake your head.
Stand up. Speak out.
Because our industries, our people, and our communities deserve better than being written off because an activist says so.
And always remember:
The real writing on the wall is this: People want sustainable, affordable food — and you’re the ones delivering it.
Director, Rare Foods Australia
2moThanks for sharing, Rob … united we stand. Educating those who hold power is the challenge. Sadly there is little understanding of science and effort that has gone into managed Australian fisheries over the years to ensure sustainability of both target species and bicatch. Third party MSC accreditation has to be acknowledged by decision makers.