Earlier this month, workers at the New Museum in Manhattan sent a letter to the National Labor Relations Board declaring their intent to unionize. United Auto Workers Local 2110 was eager to welcome them, but management swiftly intervened. The museum hired Adams Nash Haskell & Sheridan, a consulting firm that has helped over five hundred bosses realize their dream of a “union-free future,” to stop the campaign in its tracks.

But despite holding urgent meetings to explain just how horrible unions are, management hasn’t been able to deter the museum workers.

“The museum’s response left a lot of people feeling uncomfortable and even more certain about moving forward with the union,” says Lily Bartle, an editor at the New Museum and a member of the organizing committee spearheading the union effort. “We’ve only gotten stronger since we went public with the campaign.”