When a scrappy group of former and current warehouse workers on Staten Island, New York went head-to-head with Amazon in a union election, many compared it to a David and Goliath battle.
David won. And the stunning upset on Friday brought sudden exposure to the organizers and worker advocates who realized victory for the nascent Amazon Labor Union when so many other more established labor groups had failed before them, including most recently in Bessemer, Alabama.
“They were not perceived as outsiders, so that’s important,” said Ruth Milkman, a sociologist of labor and labor movements at the City University of New York. Outmatched financially, Smalls and others relied on their ability to reach workers more personally by making TikTok videos, giving out free marijuana and holding barbecues and cookouts. A few weeks before the election, Smalls’ aunt cooked up soul food for a union potluck, including macaroni and cheese, collard greens, ham and baked chicken.
In another example, Smalls and two organizers were arrested in February after authorities got a complaint about him trespassing at the Staten Island warehouse. The ALU used the arrests to its advantage days before the union election, teaming up with an art collective to project “THEY ARRESTED YOUR CO-WORKERS” in white letters on top of the warehouse. “THEY FIRED SOMEONE YOU KNOW,” another projection said.
There was also a grassroots element to the union drive in Bessemer, which began when a group of Amazon workers there approached the RWDSU about organizing. For now, ALU is focusing on its win. Organizers say Amazon workers from more than 20 states have reached out to them to ask about organizing their warehouses. But they have their hands full with their own warehouse, and a neighboring facility slated to have a separate union election later this month.
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