What the cause landscape tells us
The country is polarised and there are some parts of the cause landscape that need to be carefully navigated, but it offers a multitude of ways for a brand to connect and help with causes people care about.
The divisions are real. Boomers cluster at the top of the map; Gen Z at the bottom. Reform intenders sit fixed in the top right while supporters of every other party are moving further away from them. ESG Activists occupy the bottom right; Realists sit to the left.
When you overlay demographic and political data, you also see further nuances. Gender positioning reflects subtly different priorities, whilst generational divides are evident across the vertical axis. When you consider ESG segments they disperse across the map, and political choices at the last election deliver a polarised set of positions.
Causes are not monolithic and the map shows there is meaningful territory across multiple dimensions for brands willing to look carefully at where their audience sits and where they have genuine credibility.
What the cause landscape tells us
The country is polarised and there are some parts of the cause landscape that need to be carefully navigated, but it offers a multitude of ways for a brand to connect and help with causes people care about.
The divisions are real. Boomers cluster at the top of the map; Gen Z at the bottom. Reform intenders sit fixed in the top right while supporters of every other party are moving further away from them. ESG Activists occupy the bottom right; Realists sit to the left.
When you overlay demographic and political data, you also see further nuances. Gender positioning reflects subtly different priorities, whilst generational divides are evident across the vertical axis. When you consider ESG segments they disperse across the map, and political choices at the last election deliver a polarised set of positions.
Causes are not monolithic and the map shows there is meaningful territory across multiple dimensions for brands willing to look carefully at where their audience sits and where they have genuine credibility.