We Live in Polarized Times

We live in particularly polarized times, with the intense and overheated U.S. elections as an exemplifying manifestation of a growing feeling of division. Global conflicts fuel heated public debates, and increasingly diverse populations bring a wider range of backgrounds, ethnicities, and ideologies, making common ground harder to find. The rise of far-right governments, often resisting migration, reflects a growing in-group preference, while social media algorithms amplify extreme views and moral outrage to maximize engagement.

Traditionally, societies found ways to discuss differences with a degree of civility. Now, many feel there’s less space for constructive discourse. In a 2022 survey, 64% agreed that “People in this country lack the ability to have constructive and civil debates about issues they disagree on” (Edelman, 2022). A year later, 4 in 5 Dutch people said their country feels more divided today than ever, the highest among all nations polled (Edelman, 2023).

Our Social Fabric is Weakening

This shift isn’t only about public debate; it mirrors a broader decline in social cohesion. As social beings, we depend on connections and a sense of belonging for a happy, meaningful life. Numerous studies link social ties with health; for instance, loneliness is estimated to reduce life expectancy by 15 years, comparable to the health impacts of obesity or smoking (AARP, 2016). Robert Waldinger, director of the Harvard Study of Adult Development, found that if you want to predict whether a 50-year-old will go on to live a long and healthy life, strong relationships are more indicative of longevity than cholesterol levels.

Despite the importance of social connections, they’re under pressure. We’re more connected digitally than ever, yet loneliness is a growing concern. Recently, the World Health Organization (WHO) declared loneliness a global public health concern. One commission director noted that around one in four older people experience social isolation in all regions of the world, while 5–15% of adolescents also experience loneliness, with 12.7% in Africa and 5.3% in Europe.

Fading Communities

This loneliness is linked to the fading of traditional communities. Seventy-five years ago, about 70% of people lived in rural areas, but by 2050, this ratio is expected to flip to 30/70 (UN data). While cities provide individual freedom and temporary communities based on hobbies or life stages, they often lack the stable social safety nets that smaller communities offer. A recent survey found that more than 60% of people in the U.S. and U.K. agree that “there’s no sense of community anymore” (Wunderman Thompson, 2023).

But We’re Not Actually That Polarized

Ironically, research shows we aren’t as divided as we think. Sociologist Quita Muis found no significant increase in opinion polarization in Europe over 35 years on issues like social stability, the economy, abortion, and immigration. Essentially, based on our actual differences in opinion, we should not have this much trouble finding common ground. But even perceived polarization can create real divisions. It can lead to cognitive inflexibility, where people are less willing to change their views when faced with new information, further entrenching polarization in a self-fulfilling loop (Wu et al., 2022).

Brands Can (Re)Connect Us

Brands can play a unique role in bridging divides. Not only do they influence public opinion, but polarization affects their internal dynamics too—80% of people worldwide say they wouldn’t want to work with someone who holds opposing views (Edelman, 2023). For brands, tackling polarization and fostering healthy debate can have real value.

So What Can Brands Do?

There are several ways in which brands can contribute to (re)connecting people in society. Here are three ways, along with brands that are already doing something: 

• Focus on Similarities Lacoste, for instance, emphasized commonalities by photographing people from different backgrounds wearing the same garment. While it won’t solve societal division, it playfully underscores that we all share something, be it a sports team, hobby, or the same white sneakers. A brand that has stressed the potential of different backgrounds is Heineken, with their ‘Go Places’ campaign that involves a series of videos featuring the stories of current Heineken employees that work in a variety of positions and locations. The intent and effect of the campaign was to show that their brand revolves around the unique personalities and ambitions of their employees. Heineken saw a 56% increase in applications during its campaign.


• Embrace Diversity’s Strength: A brand that has stressed the potential of different backgrounds is Heineken, with their ‘Go Places’ campaign that involves a series of videos featuring the stories of current Heineken employees that work in a variety of positions and locations. The intent and effect of the campaign was to show that their brand revolves around the unique personalities and ambitions of their employees. Heineken saw a 56% increase in applications during its campaign.
Another example of a brand that shares this message is the Take Another Look campaign by Ace & Tate.

• Encourage Curiosity: Pixar used a different approach by having managers take a mandatory course on ‘effective listening,’ fostering genuine interest in colleagues’ perspectives. This effort to cultivate open-minded listening builds a more connected and empathetic work culture.