WhatTO DO NEXT NUANCE IS EVERYTHING 1 As product choices become powerful social statements for or against certain values and beliefs, brands face a heightened imperative to create nuanced messaging that will “speak the language” of their deeply divided audiences. 2TAKE A LOOK AT WORLDVIEW Our framework for worldview comes from the research of anthropologist Mary Douglas and the Yale Cultural Cognition Project, where individuals’ beliefs can be plotted between two moral orientations: hierarchy-egalitarian and individual-communitarian. Your message will have more impact the more you frame it to each group’s ideals. POP YOUR BUBBLE 3It’s both easy and expedient to assume you are like your customer (false consensus effect)—but the reality is you are (more than likely) not. Do primary research and get to know your customer groups. They’re different today than they were even a year ago. Put forth extra effort, and they will reward you with deeper engagement. 15 BUSINESS & GROWTH TRENDS 2022 OGILVY GROWTH & INNOVATION