Polarisation is on the rise as politics permeates every aspect of people’s lives, but instead of being paralysed by inaction for fear of being politically aligned, now is the time for businesses to become the social glue that brings people together.

Why bridging the divide of polarisation matters

Brands can leverage polarisation to build stronger relationships with their audiences in a progressive rather than divisive way. To succeed, they need to anchor themselves within their customers’ shifting realities; but any assurances need to be authentic. 

Takeaways

• Polarisation divides while culture connects; brands that create culture also create connection and a...