Stefan Kelly is a Senior Behavioural Analyst at Canvas8. Stefan has a background in behavioural science and psychology, and has spent most of his career researching how people form beliefs and make decisions. Now he spends most of his time trying to understand the interactions between identity, uncertainty and culture. After work, he's likely reading old psychiatry blogs, scouring 2nd hand clothing apps, or failing to get Arsenal tickets.

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

Gen Z (born 1997-2010)

United States

Media and Entertainment

TV, film, and social media video

Kamala Harris and Donald Trump are embracing alternative platforms to connect with younger voters. Harris's appearance on 

 and Trump's podcast tour highlight the importance of digital spaces in political campaigns, reflecting evolving strategies to engage Gen Z in the election.