Nicholas Lising-White is a behavioural analyst at Canvas8. With a degree in human geography from UCL, he is interested in the impact of differing cultural conditions on human behaviour. Outside of work, he can be found meandering between cafes on his bike, testing his culinary skills, and intermittently pottering around a rugby pitch.

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.

Polarised Populations

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

Assertive Audiences

Gen Z (born 1997-2010)

United States

South Korea

Republic of Korea

United Kingdom

Germany

Citizenship

Community and grassroots

Research from Gallup has uncovered a gulf in political ideology among Gen Zers worldwide. With women trending towards liberal positions and men towards conservatism, there's a growing need for healthy political dialogue if the world is to become equitable – and there's a role for brands to play.