The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Google has announced that it will be deleting abortion clinic visits from users’ location history soon after they are logged. This comes amidst panic among Americans about their privacy following the overturning of Roe v. Wade, as many reconsider the implications of data collection by Big Tech.

Brands taking a stand on social issues is the norm in 2022, but with the highly divisive issue of abortion in America, most businesses are providing support to employees directly via healthcare and insurance policies rather than making big public statements, meaning access could be uneven.

A new collaboration between meditation app, Headspace, and online women’s network, Peanut, is taking the shame out of sexual wellness for women. With women’s reproductive rights being curtailed in the US, how are brands showing support and providing holistic sexual health resources?

How is polarization shaping brand communications? What are the new iterations of belief among the Christian right? And why is Republican trust in big business at an all-time low? Our snapshot of Republican voters unpacks key behaviors shaping this American audience in 2022.