DISUNITY

Brexit and Trump were only a shock to those who weren’t listening to the right people. The dust refuses to settle on these twin democratic events and what has emerged is the most challenging communications landscape in recent memory.

At The Sound, we work to understand all social phenomenon, no matter how murky or difficult the subject. In fact, the more rugged the terrain, the more reason to explore it.

We wanted to find out why so few saw these seismic shifts coming and to meet the people who made it happen. So: we went on a grand road trip through places we haven’t been to recently, or places we haven’t been to ever.

We talked to people in their homes, at their jobs and around their towns and cities. Normal, everyday places for those who live there, but places that are often overlooked by those in the marketing bubble.

We did this because we realized we were missing a very big piece of the cultural puzzle and needed to challenge our own worldview.

What we discovered isn’t just a political story.

It’s a story of missed signals, mass alienation and millions of people who had fallen off the radar.

STRATEGIES FOR DISUNITY


THE TRUMP TRIP


Key Findings


THERE ARE ACTUALLY SEVERAL THINGS THAT UNITE THE DISUNITED

We set out to meet people whose voices were missing from the conversation. Contrary to popular opinion, they were not a homogenous monolith, but a diverse group from all political and social backgrounds. Between everyone we talked to, we found commonalities across borders, across party lines and across dinner tables.

Regardless of politics or geographic location, they are united in how their prospects have been diminished, how they’ve been failed by the status quo, how they’ve become alienated from their culture and economy, and have embraced a spirit of rebellion in response.

HIDDEN FEELINGS ARE EVERYWHERE

Fear of social backlash has led many to keep their opinions private, an over-reliance on big data has resulted in millions of voices being ignored … and the combination of the two has resulted in massive groups of people falling off the radar.

THERE’S BEEN A RISE IN HYPER-TRIBALISM

The internet has accelerated both division and connection … and new movements are being formed around old ideals.

PEOPLE ARE VERY ANTI-ESTABLISHMENT

With traditional power structures refusing to change, people of all political stripes have turned on elites, and this year has broken protest records all around the world.

AUTONOMY IS EVERYTHING

Pride is becoming more important than profit, people are demanding more control over their lives, and self-determination has become the ultimate goal.

AND TRUST IS GOING EXTINCT

Trust in institutions has cratered, fear of the unknown is on the rise, and those who are able to fill that gaping trust void will win the future.

VIEW:THE DISUNITED STATES OF EVERYWHERE

WATCH:MY VOTE, MY LIFE: THE STORY OF THE BREXITEERS

Read: Finding Your Voice in Disunited Times

Watch:Trump Trip(Teaser 1)

Watch:Trump Trip(Teaser 2)

Watch:Trump Trip(Teaser 3)

Would you like to know more?


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