A world that’s dynamic, sceptical, activist and tribal.
Eight billion minds connected through technology, but increasingly polarised and divided. More informed, but more resistant to changing our minds.
Attention spans have collapsed, audiences have fragmented and we are more reliant on people like ourselves to make sense of the world. Emotional stories are halfway round the world before the facts have put their boots on.
As the cost of communication has fallen, activism and collective action have increased. The network mobilises and innovates more quickly than any brand or institution.
People place a premium on brands, leaders and influencers who seem authentic, but in divided times, we are all more performative and reluctant to say what we really think.
For the last five years, MHP Group has worked with some of the world’s leading psychologists, behavioural scientists and political analysts to understand how the rules of influence have changed.
Produced in partnership with the Cambridge University Political Psychology Lab, the report reveals that Super Distrusters’ suspicion of elites is linked to a range of issues, including climate change scepticism and concern about the role of technology.
Download the reportBlending behavioural science with data and strategy, our methodologies help us deliver better answers to some of the biggest communications challenges.
Head to our library for a full list of MHP Group’s studies, reports and insights, designed for communicators, brand managers and business leaders.
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