grassroots
noun
uk/ˈɡrɑːsruːts/ us/ˈɡræsruːts/ordinary people in a society or organization, rather than the leaders:
The party's leaders are in danger of losing touch with its grassroots.
Organizational change needs to come from the grassroots.
grassroots
adjective [ before noun ]
(also grassroot) uk/ˈɡrɑːsruːts/ us/ˈɡræsruːts/involving the ordinary people in a society or organization:
The initiative has grassroots support.
a grassroots campaign/movement