grassroots
adj.describing a movement or group that starts with ordinary people rather than leaders or politicians. It is about change that grows from the bottom up.
adj.relating to or involving the ordinary people in a society or an organization as a point of origin for political or social action. Often used to describe movements that arise organically from a local community rather than being directed by a central authority.
“The new park was built thanks to a grassroots campaign by local parents.”
“The candidate focused on grassroots organizing, meeting voters in their living rooms instead of buying expensive television advertisements.”
“While the policy change appeared to be a top-down directive, it was actually the culmination of years of grassroots advocacy by environmental groups across the country.”
Typically used attributively before a noun; frequently pairs with 'movement', 'campaign', or 'support'.
“While that alcohol boycott has been put in place by political leaders, there are also grassroots decisions by many Canadians that have hurt their neighbour's economy - such as avoiding travel to the US.”
“These grassroots initiatives are seen as vital for building public trust in the public health sector.”
From grass + roots.
Etymology adapted from Wiktionary, available under CC BY-SA 4.0.