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.

While Gen Z are the most fluid and diverse generation in history, it’s also true that some are reacting against the shift toward openness by entrenching gender binaries and performing exaggerated versions of gender norms. So who are the Gen Zers going against the generational grain?

From politics to geography to core values, America is dividing into two hostile groups, and the split is cracking the very foundations of American society. As partisans sort themselves into different echo chambers and separate neighborhoods, the urgent question is: is there any way out?

From some angles, the Democratic party is as strong as it has ever been. From others, it’s on the brink of collapse. Its fate lies in the hands of three groups of American voters who will decide the future of the political party and democracy for generations to come – if they show up, that is.

The pandemic, the Trump presidency, and lingering anxieties associated with globalization have ignited a realignment on the American Right. But how exactly are economic and cultural shifts reshaping the Republican Party? What do these voters value, and how can brands speak to their concerns?