Challenging an entrenched, polarised world

Brexit, Trump, Covid-sceptics, Anti-vaxxers, Climate change deniers...the list of issues which generate highly polarised viewpoints is seemingly growing at an alarming rate. In the US, political polarisation and partisanship have been increasing over the last 50 years. In the UK too, the last four years since the EU referendum have also seen much greater polarisation. And the backlash of responses is also increasing, from cancel culture and no platform, to blocking on social media and even protests. False equivalence in the media is also adding to the fire.

Is it possible to build and shape a better world, with greater empathy and human connection? A world where we can at least maturely agree to disagree, or even find a sliver of common ground? And can brands have a role in helping to facilitate this?

We would very much hope for the answer to be YES. And behavioural science can help, firstly by explaining what gets in the way of empathy and connection and secondly, by providing the tools for anyone...