Voting for “Us”: Tribalism takes over US politics

Explores how as ideological divisions widen, more voters identify primarily with their political affiliations rather than as Americans, refashioning the upcoming US presidential race as a battle of tribalism, whose influence on the electorate is often more significant than the candidates themselves.

This article is part of the February 2024 Spotlight US series, ‘How brands can prepare for a contentious political year’. Read more

This year, 2024, will be the biggest election year in history. Over four billion people in more than 50 countries will go to the polls and exercise some form of democracy. Like India, South Africa, and Mexico, the US is gearing up for a presidential race – albeit peculiar – between the sitting president, Joe Biden, and his predecessor, Donald Trump. This 2020 rematch follows two felony counts against former President Trump, who is charged with obstructing...

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