Even in an environment that seems irrevocably divided, our latest research shows opportunities for finding common ground. In her latest article for Forbes, our CEO Rebecca Brooks writes about some of the findings from our new study and how brands can nurture their audiences. The piece, titled “Bridging the ‘Divide’: How Brands Can Foster Unity and Optimism,” explores the surprising ways Americans agree and how businesses can step in to foster connection.

Finding common ground in a divided world
Despite the headlines about political polarization, Rebecca points out that many Americans agree on key issues. According to our latest research, “73% of Americans believe the political system is in need of reform.” Furthermore, there’s little difference between Democrats and Republicans in recognizing the “transformative political and economic changes” underway.

This shared sentiment comes at a time when pessimism and distrust are rampant. Rebecca notes that “78% of respondents said inflation has made it harder to afford essentials like groceries and gas.” Additionally, “62% report low faith in the federal government, and 64% believe most companies are more focused on profits than people.”

But this isn’t all bad news. These shared challenges create a unique opportunity for brands to step up, support consumers, and rebuild trust.

How brands can make a difference

Rebecca identifies three key areas where brands can nurture optimism and connection:

1. Bring joy to consumers
   Many Americans are feeling drained by constant negativity. Brands have the opportunity to spark joy and make life easier by addressing consumers’ core challenges. As Rebecca explains, “64% of consumers say their purchase choices reflect their personality and values,” so understanding these values is critical. Thoughtful messaging, uplifting campaigns, and authentic engagement can all contribute to a more positive outlook.
2. Prioritize people over profit
   Trust can only be rebuilt when consumers feel genuinely cared for. Rebecca highlights that brands must invest in their communities, support employees, and advocate for causes that resonate with their audiences. She quotes Forbes Council Member Adrian Waters, “Do we want to be remembered as the company that looked after its workforce or the one that only worried about profits?”
3. Create shared experiences
   Shared moments of joy, like the excitement around the Taylor Swift Eras Tour or the Olympics, can help people reconnect. Rebecca urges brands to create opportunities for their audiences to come together, whether through events, virtual gatherings, or campaigns that celebrate collective action. As she writes, “We care about each other. We care about doing right in the world. And we want brands to stand authentically for what matters.”

An opportunity for brands to lead
After years of global challenges, Americans are yearning for security, connection, and hope. Our data shows that while pessimism is high, “67% of Americans believe the future will be better, and 65% agree that political discourse needs to change.”

Brands have a unique opportunity to align with these shared values and foster optimism. As Rebecca concludes in her article, “The path forward is clear: listen to your audiences, prioritize their well-being, and lead with authenticity.”

Read Rebecca’s full article on Forbes: Bridging the ‘Divide’: How Brands Can Foster Unity and Optimism.

Let’s work together to create a brighter, more unified future.