This chapter describes the objective and roles of societal activists. It compares and contrasts societal interest groups’ and business interest groups’ operations and financing. The chapter explains the difference between peak and trade groups and their advantages and disadvantages. It describes the objectives and roles of business interest groups. The chapter lists and briefly explains seven strategies activists use against business. It also lists and briefly explains eight nonmarket strategies business interest groups use against activists. The chapter also compares and contrasts strategies used by activists and businesses against each other. It focuses on nonprofit societal interest groups. The chapter presents a case study on Amazon project. Activists are also referred to as advocates because they provide support, speak, intercede, and act on their stakeholders’ behalf as they plead their case to business, society and government. Regardless of the strategy business uses against activists, public relations information strategies are critically important to good relations with activists.