June 2025, by Awele Ajufo and Nick O’Donnell

In recent months, many of us have felt overwhelmed by rapid, unsettling changes from policy shifts, institutional instability, and growing social disconnection. It’s no surprise that feelings of helplessness, anxiety, and numbness can take hold, making it hard to act, even when we want to. When problems feel enormous, individual efforts can start to feel insignificant.

And yet, even in these moments of overwhelm, people continue to act. As behavioral scientists, we are endlessly intrigued by the quiet persistence of prosocial behavior: everyday gestures of generosity, solidarity, and civic engagement that ground us and restore a sense of purpose. These actions—everything from checking on a friend to donating or volunteering in your community—carry surprising psychological power, not only for those on the receiving end but also for those who take the action. They can boost well-being, increase positive emotions, and counter the isolation and despair that often accompany periods of uncertainty.

During moments of uncertainty, conflict, or crisis, prosocial actions can serve as anchors for us to reassert meaning and control. But let’s be honest: Even when we want to help, it can feel really hard to know how. This tension is deeply human; our brains are wired to respond to threats by narrowing our focus. We might feel overwhelmed, unsure where to start, or question whether our efforts will make a difference. On top of all this, when the people around us seem equally frozen, it becomes easy for us to assume that taking action isn’t expected or won’t be enough. 

This is where social proof and collective confidence come into play. When we see others engaging through donating, advocacy, and showing up, we come to believe that action is possible, expected, and effective.

So, where do we go from here?

We start by recognizing that meaningful action doesn’t always begin with grand gestures—it begins with small, intentional steps that, when shared and sustained, create momentum. These approaches draw on what we know works: starting small, acting together, and creating space for connection.

1. Start small

At the individual level, small choices build collective momentum. And when these actions are repeated over time, their impact compounds, reinforcing new habits, signaling sustained commitment, and making it easier for others to follow suit. 

Reach out to someone taking action that inspires you and ask how you can get involved. Share a cause or organization you care about with your network and highlight why it matters to you. Join a virtual or local civic event to feel that sense of community. Bring attention not only to problems, but to the groups that are working to solve them. These small behaviors serve as social proof that progress is happening and can inspire others to take similar action.

2. Act together

Your small action might be the little drop that creates a groundswell of change. While individual actions matter, their real power lies in building collective action, where many people unify around a shared cause. Collective action can take many forms: joining a neighborhood cleanup, participating in a voter registration campaign, hosting a community fundraiser, or attending a virtual town hall to advocate for change. 

From a psychological perspective, acting together helps restore a sense of agency when things feel overwhelming. Sociologically, it taps into our deep need to feel connected to others and be a part of something bigger than ourselves. When we act collectively, the burden is shared and the potential for impact grows exponentially. For example, research shows that witnessing peers engage in collective efforts increases one’s belief that change is possible. This sense of agency isn’t limited to traditional forms of activism—participating in any active, communal gathering, like a volunteer event or a neighborhood support group, can expand our sense of self and belonging, making us feel more empowered and connected.

3. Create space

When people unite around a shared purpose, community groups become powerful engines of prosocial action. Yet shared activity, working with others toward common ends, is surprisingly rare in many communal spaces today. And research shows us that our prosociality is unlocked not just by being around others but by sharing emotions, experiences, behaviors, and purpose.

Unfreezing ourselves from the pervasive apathy and overwhelm can only happen when our communal spaces enable us to gather, collaborate, and feel seen. But building these spaces doesn’t have to be hard: it can be as joyful as hosting a neighborhood meet-up, starting a community garden, or planning local events. Even something as simple and fun as planning a community potluck can build trust and deepen concern for others, especially across diverse groups. And these very things—social trust, interpersonal concern, and bridges between communities—are essential foundations for collective action and social progress. 

In this uncertain time, joining together for a cause and raising funds are vital forms of engagement, but so too are the little building blocks of prosociality that tie us to one another. True resilience requires creating spaces where people don’t just coexist but collaborate, working toward shared, meaningful goals that benefit the collective. 

Whether you take action alone or with others, commit to one prosocial act. It doesn’t have to be grand. What matters is that it’s intentional, visible, and repeated. These actions not only support your community, they also support your own well-being. Behavioral science reminds us that even small, shared efforts can interrupt apathy, build connection, and help us feel more in control. They may seem small, but these are the actions that reconnect us to ourselves, to each other, and to the future we all play a part in shaping.