Connecting the world through digital networks has amplified the effects of group dynamics, making people:
More Sceptical towards authority and expertise.
More Activist, on the streets, in the workforce, and in the media.
More Polarised and tribal, making it harder to change minds.
Download Our Guides
Our guide to the Networked Age
Developed with UCL’s Affective Brain Lab, our Guide explains the New Rules of Influence that should underpin any communications strategy, in a world that is more tribal, sceptical, activist and polarised.
(PDF 7.06 MB)
Communicating in a Polarised World
Drawing on new YouGov and Cambridge University research, we examine the state of polarisation in the UK, the factors contributing to it, and the principles communicators can adopt to work effectively in this environment.
(PDF 17.54 MB)
The new rules of influence
Since 2018, we have worked with Dr Tali Sharot and her team at UCL’s Affective Brain Lab to understand why the world is changing and what communicators can do about it.
200 scientific studies formed the basis for a strategic framework, based on three rules and one simple model.
Who you are is as important as what you do.
Passions and influencers spread ideas.
Arguments are never won. Outcomes are.
Influence model
Audience
People are influenced by what others do around them
People use social information as an informational cue when making decisions
Personalisation of language. Tailor and keep positive
People generally respond to positive framing and messages tailored to their passions and pursuits
Similarity of messenger enhances credibility
Our key messengers should be similar, likable and expert
People are altruistic, but they also care what others think about them
We are motivated by actions which boost self-esteem and status
Ask, don’t tell
People value items they selected themselves more than the same exact item selected for them
Reward to spur, fear to deter
Action can be motivated by positive associations or reward; fear is more likely to induce avoidance of action
Our reports
Polarisation Tracker
Analysing the UK – with unique Cambridge University data.
(PDF 3.49 MB)
Life After Lockdown
How behavioural science can shape Britain’s exit strategy.
(PDF 3.59 MB)
The Age of Advocacy
The importance of the Patient Voice in the Networked Age.
(PDF 6.39 MB)
