Liberal or Conservative, Tory or Labour, right-wing or left-. Whatever terms you use, people tend to see politics as a binary. However, a study finds that Britons actually fall into seven political 'tribes', creating space for brands to adapt their comms to a wider range of opinions and preferences.

A study has found that language that indicates morality and threat actually contributes to political polarization. At a time when political rhetoric is often designed to stir up strong emotions, the findings highlight the role of carefully-chosen language when communicating across divides.

The 2016 EU referendum shone a light on the social, cultural, and political divides in the UK, challenging the notion of a unified British identity. We explore the polarisation of Brexit tribes and consider how brands can appeal to both Leavers and Remainers.

In the New American Dream Deep Dive, we explore how aspirations in the US are evolving and how citizens are redefining success as the country’s place on the world stage is challenged. How can brands strike the right tone when looking to reach the modern American consumer?