We live in polarising times. From politics and culture to climate and technology, division has become the default. Outrage and friction dominate the headlines. That’s not by accident. Conflict gets clicks, and media outlets have learned that keeping people emotionally activated keeps them engaged. But while this constant stream of division grabs attention, it also leaves many people feeling exhausted and disillusioned. In public discourse, there’s less room for nuance. In everyday life, people feel like they have to choose a side. And that tribalism is seeping into how we think about work, community and progress.
Yet when we come together, we can create extraordinary outcomes for society. Collaboration, shared purpose and a sense of belonging have always been the drivers of lasting change. If you’re running a business, leading a team or building a brand, you’re not just selling something, you’re shaping culture.
That gives us, as marketers, both a responsibility and an opportunity. We can use our skills not just to sell more products, but to foster connection. Not just to chase short-term gains, but to contribute to a more hopeful long-term narrative.
Barack Obama once said,
“The most important office in a democracy is the office of citizen.”
It’s a powerful reminder that we each carry a responsibility to contribute, not just to take. Somewhere along the line, that spirit of civic engagement has faded. In its place, we see a zero-sum mentality: I’ve got to get mine before you get yours. Or worse, if you win, I lose. That kind of scarcity thinking corrodes the social fabric, and marketing, if we’re not careful, can amplify it.
Artificial intelligence has made our jobs as marketers easier in some ways and harder in others. It allows us to generate content faster, personalise messaging at scale, and optimise campaigns with incredible precision. But it also adds to the noise. The digital atmosphere is crowded with voices competing for attention, often prioritising speed over meaning, and volume over value. In that context, we need to ask better questions. What do we want our messages to mean? What kind of impact do we want our brands to have? Maybe it’s time to redefine what good looks like, not just in terms of ROI or market share, but in terms of how our work contributes to a more connected, empathetic world.
So how do brands actually do that? How can they become unifying voices in divided times? Below are five principles that any business, big or small, can put into practice.
1. Focus on Shared Values, Not Sides
Root your brand in universal human principles
When faced with cultural or political division, the instinct is often to pick a side. For some large brands, that’s a calculated risk. But for most businesses, especially SMEs and start-ups, there’s more to gain by focusing on shared values than staking out ideological ground.
Values like fairness, kindness, curiosity, and resilience aren’t partisan. They’re human. And when brands anchor themselves in these values, they speak to something deeper than demographics. They create a sense of trust and safety, a place where people feel they belong, regardless of their background.
A good example is Tony’s Chocolonely. Their mission to make chocolate 100% slave-free is bold, but their tone remains inclusive and hopeful. They’re not dividing consumers into good and bad, they’re inviting everyone to be part of something better.
That approach builds loyalty. More importantly, it builds goodwill. And in a crowded market, that matters.
2. Tell Stories That Connect Across Differences
Use storytelling to reinforce shared humanity
Stories are how we make sense of the world. They can widen our perspective or narrow it. Marketing is, in essence, storytelling, and in times of division, the stories we tell matter more than ever.
Effective brand storytelling doesn’t have to be flashy. It just has to be real. The most powerful stories are those that show ordinary people overcoming challenges, finding connection, or creating something meaningful. These are the kinds of stories that remind us of our shared humanity.
If your business serves a broad customer base, you already have access to a wide range of perspectives. Use that. Showcase the diversity of your audience, not as a tick-box exercise, but as a reflection of the richness of real life. Highlight moments of kindness, resilience, creativity or collaboration.
Importantly, resist the temptation to simplify complex issues. Life isn’t black and white, and neither are people. The more nuanced your storytelling, the more relatable it becomes. This is how you build emotional credibility.
3. Lead With Empathy, Not Ego
Build genuine connection through understanding
There’s no shortage of brands shouting about themselves. Loud claims, inflated promises, constant noise. But in a world that feels overwhelming, what people are really craving is empathy.
Empathy starts with listening. It means understanding your audience not just as consumers, but as people with fears, hopes, pressures and contradictions. It means recognising when a hard sell isn’t appropriate, and when silence or support might be more powerful than a promotion.
One of the simplest ways to show empathy is to shift the focus of your messaging. Instead of leading with “we,” lead with “you.” What does your audience need right now? What challenges are they facing? What are they trying to achieve?
Empathy also means showing up consistently. Not just during campaigns, but in your daily interactions, your emails, your customer service, your social media presence. If you want people to feel connected to your brand, you need to act like a human, not a machine.
4. Champion Community Over Competition
Foster spaces where people feel they belong
The old model of business was adversarial. Beat the competition. Dominate the market. Own the conversation. But that model doesn’t resonate in the same way today. People are looking for community. They want to feel part of something.
As a brand, you can create that sense of community by making space for your customers to engage with you and with each other. This could be through events, forums, content, or simply a more interactive approach to communication. Ask questions. Invite feedback. Celebrate your customers’ stories, not just your own.
The most unifying brands are those that act less like broadcasters and more like hosts. They don’t speak from a pedestal. They create rooms where people can gather.
Some of the most enduring institutions, education, cookery, brewing, cycling, are beloved not just because of the products or services they offer, but because they bring people together. They create rituals, memories and a sense of belonging. Brands can learn a lot from these sectors.
Community also means collaboration. Partner with like-minded businesses. Support local causes. Amplify voices outside your own. When your brand contributes to something bigger than itself, it earns deeper trust.
5. Be Consistent and Clear in a Noisy World
Stay grounded in your message and values
In uncertain times, consistency builds trust. When people feel overwhelmed by changing narratives and constant digital noise, they look for brands that are steady, grounded and clear.
That doesn’t mean you have to be boring. It means you have to know who you are and stick to it. Your tone, your values, your way of communicating, these should be recognisable across everything you do.
Avoid the trap of reactive marketing. Not every headline needs a brand response. Resist the urge to jump on every trend. Instead, focus on delivering consistent value. Educate. Entertain. Inform. Support. When you show up regularly with something useful, people start to rely on you. That’s how long-term loyalty is built.
If you’re using AI tools, be intentional. Don’t just create more content, create better content. Use technology to deepen relationships, not just widen reach.
More than a growth engine
Marketing can be more than a growth engine. It can be a force for good. In times of division, the brands that stand out are those that choose to connect rather than compete, to listen rather than shout, to unify rather than divide.
Let’s focus on being thoughtful. Purposeful. Human.
Maybe the real challenge isn’t how we reach more people, but how we reach them in a way that actually matters.
Perhaps that’s what good marketing looks like now.
