Modern slavery still exists—but activist Matthew S Friedman is fighting to end it

Faced with deep-rooted corruption that allows traffickers to thrive, even the most dedicated advocate can find himself on the edge of despair. “If you think about that, it could really kind of shut you down,” he says. “And in the past, I’ve gotten depressed at times. I felt like we weren’t making progress.”

Indeed, the reality can be daunting: Friedman shares that an estimated 50 million people are trapped in modern slavery, and in 2024, despite the combined efforts of NGOs, the UN and governments worldwide, only 110,000 were freed. “That’s 0.2 per cent of the victims,” he points out. “And so he’s right. We’re not winning the game.”

Despite the overwhelming odds stacked against the victims, Friedman is steadfast in his commitment to end human trafficking, his resolve forged through decades of witnessing both the worst of human cruelty and the triumphs of perseverance. For over 35 years, he has been at the forefront of the anti-slavery movement, collaborating with intelligence agencies and international organisations, including the World Bank, the US State Department and the UN. And as founder and CEO of the Hong Kong-based non-profit The Mekong Club, he advises business leaders on combating forced labour within their operations.

In his many years of advocacy, Friedman has learned to reframe his perspective. Instead of being overwhelmed by the enormity of the problem, he chooses to celebrate progress—no matter how small. “Every person who is saved, every person who’s prevented from being trafficked, every person who, after being trafficked, finds a job or safe migration—that’s a victory,” he says.

Determined to shed light on the ongoing battle, Friedman captures both the losses and victories in his latest book, Awakening the Advocate: Memoirs of a Modern Slavery Activist. Presenting testimonials and hard-won lessons, the advocate sheds light on the brutal realities of slavery while offering a path forward for those willing to join the cause.

The book begins by dismantling a common misconception: that slavery is a relic of the past. Friedman paints a clear picture: of the 50 million people trapped in modern slavery, 23 million are in forced marriages, becoming unwilling servants under coercion, while 27 million endure forced labour, with 6.3 million specifically trafficked into prostitution. Perhaps most staggering is the relentless pace of the slavery crisis, with 25,000 new victims every day or “a new slave every four seconds”.

Beyond the numbers, Awakening the Advocate offers something more valuable: a way to understand the reality of forced prostitution and slave labour without overwhelming its readers. Employing over 100 intimate narratives, each “no more than a page”, Friedman transforms the abstract figures into human faces, making visible what often remains hidden.

There is Sushma, who arrived at a brothel at 13. After giving birth to a son, she sent him away to boarding school, hoping to give him a better life. Twice a year, she travelled to see him, but only from a distance. Then, dying of AIDS, she made one final visit on his graduation day, quietly approaching her child at last—just to brush her hand against his robe, unseen.  

There is the lost boy in Kolkata, who was lured to a compound where he was forced to crush bricks late into the night. He, along with other captive children, found a way to escape, running toward the safety of a policeman. However, his relief was short-lived as the officer sold him back to the very sweatshop he fled. It would be two more years before he and the others were finally rescued.

Then there’s the 24-year-old Australian professional who took an IT job in Phuket, complete with a company-provided motorcycle. But what seemed like a dream opportunity quickly became a nightmare—gruelling seven-day workweeks stretching until 11 pm. When he tried to quit, his employers demanded AUD5,000 for the bike, and when he said he would go to the police, they turned their threats on his family back in Australia.  

Friedman tried to help the young man, but he never heard from him again—a stark reminder that trafficking isn’t confined to vulnerable migrants from impoverished regions. It can happen to anyone, anywhere.

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This case is just one example of a troubling new dimension of modern slavery: educated professionals being lured into scam centres across Asia. Citing figures from the UN, Friedman reports that approximately 225,000 young professionals from places like mainland China, Hong Kong, Singapore and Malaysia have been deceived into taking what appeared to be legitimate jobs, only to find themselves forced to run elaborate scams for up to 15 hours a day and brutally punished if they fail to meet quotas. A high-profile example came in January 2025, when Chinese actor Wang Xing vanished after travelling to Bangkok for an acting job. He was later rescued from a scam centre in Myanmar.

So how can job-seekers protect themselves? “If something seems too good to be true, it probably is,” says Friedman, who advises scrutinising job offers and verifying employer credentials to distinguish between a legitimate opportunity and a dangerous trap.

Apart from presenting the brutal realities of modern slavery, Friedman shares his personal journey, detailing in the second half of Awakening the Advocate how “a shy New England boy who grew up in a very introverted family” became a global advocate against human trafficking.

There was no singular moment that sparked his advocacy. Instead, a constellation of seemingly minor experiences, from being accidentally left behind by his family on Rocky Neck Beach in Connecticut to an unexpected reunion with a childhood bully at a 7-Eleven, would cultivate the sense of justice that later fueled his mission. For the author, each person experiences a unique progression of defining moments that shape their potential for action—proving that advocacy is within reach for all.

And for those who feel too consumed by their own lives to make a difference, he offers a simple starting point: find what moves you. “We all have a cause—we just may not know it yet,” he points out. “The first step is to open your mind to the fact that there is one. Once you do, say to yourself, ‘I want to get involved’.”

Becoming an advocate doesn’t have to be complicated as even the smallest actions can ripple outward, driving change. In the fight against modern slavery, Friedman stresses the importance of education: reading books, watching documentaries or exploring other resources to understand the issue. “If you don’t know about a topic, you won’t care. And if you don’t care, you’re not going to do anything,” he emphasises. Once informed, share what you learn with family, friends and colleagues to help spread awareness.

Being a responsible consumer is another powerful step. Before purchasing from major brands, check whether they have policies against forced labour. Most do, notes the expert, adding that sending an e-mail of encouragement can reinforce ethical practices.

Volunteering is equally impactful. Many NGOs, including Friedman’s The Mekong Club, rely on volunteers to support their work. And beyond helping others, he believes giving time—not just money—restores a sense of purpose, balance and even happiness.

Friedman himself finds joy in his advocacy work, sharing that he doesn’t feel like he has worked for the last 35 years because “I love what I do… my service orientation, my focus on human trafficking—it’s what I was supposed to do.” Dedicating decades to the fight against modern slavery has been deeply fulfilling, despite the work being daunting, slow and frustrating. Every life restored, every system improved and every person who becomes aware of the issue brings the fight one step forward. And for the advocate, that’s enough to keep going.

This article is part of Business of Good, the series that explores how global leaders drive change through innovative ideas and positive action. New stories are out every Wednesday.

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