Using the PEST in advocacy  

An FP Explainer

The PEST is a tool that is often used in strategic planning to analyse external factors that can impact an organisation’s performance and decision-making.

PEST stands for Political, Economic, Social, and Technological.

While the PEST is often used in organisational planning, it can also be adapted for use in advocacy to assess the external environment and as a tool to discuss the factors that need to be considered when identifying priorities.

How does it work?

This is a tool for discussion and can be used in team, project or planning meetings. To begin, the terms Political, Economic, Social, and Technological are placed into four separate quadrants within a larger square.

People are then invited to share which factors exist in the external Political, Economic, Social and Technological environment at the moment that may impact on advocacy. Brainstorms occur for each quadrant – one at a time.

People can be invited to write up ideas on a whiteboard, virtual board or piece of butchers paper. With each shared, a discussion should be facilitated about the topic being raised and the way that it may impact on the organisation’s advocacy.

Within each quadrant, teams should examine both the broader environment and how it specifically relates to their particular issue area.

What are some questions to help us to think about each of the quadrants?

To help to get people thinking about the PEST in relation to advocacy, here are some possible prompts.

Political

General environment

• Is there political stability domestically and globally? How does this impact on the way that politics is currently playing out?
• What is the predominant political ideology?
• Who is the governing political party? What do they care about?
• Who else holds power in parliament? What do they care about.
• Will there be a change in the governing political party? What does this mean?
• What are the issues that are most prominent in political discussions at the present time?

Issue specific

• What are the current legislation and policy settings for your issue?
• Where do the governing party and other powerful politicians stand on the issue?
• Who are the politicians that are raising your issue?
• Are there any political or policy processes that will allow for engagement on your issue?

Economic

General environment

• What are the current economic conditions and trends domestically and globally?
• What is currently given precedence in economic discussions?
• What are the economic pressures currently impacting the community?
• Follow the money – who is benefiting or losing from the economic status quo?

Issue specific

• Follow the money – who is benefiting or losing financially from your issue being progressed?
• What are the economic settings that exist relating to your issue?
• What are the economic pressures facing the community?
• What are the global economic factors that are contributing to the issue worsening or improving?

Social

General environment

• What are the demographic or population trends in the community?
• What are the key issues that the public are concerned about?
• What are the changes in the way that people live and connect?

Issues specific

• How do demographic trends contribute to or intersect with your issue?
• Which segments of the community are most impacted? Which segments of the community are most supportive/opposed of you issue getting traction?
• How does the community feel about your issue? Which segments of the community are most supportive or most opposed to your issue getting traction?

Technological

General

• What new technologies are being developed?
• In what ways are these technologies being used?
• What concerns do people have about these new technologies?
• What opportunities are there with these new technologies?

Issue specific

• How will the development of these new technologies impact on your issue?
• How will the use of these new technologies impact on or intersect with your issue?
• Does this raise any concerns among people?
• Does this offer opportunities for furthering your cause?

Why does this matter?

Policy change doesn’t happen in isolation. There are many factors that are linked to the issues that we are advocating for and often there is overlap between a range of issues. By considering the broader environment when identifying policy priorities, we can better understand how to best advocate for change.

For Purpose holds training on policy, advocacy, communications, media engagement and more. Find out more here.

22 April 2026