Americans’ political identities are heavily influencing their responses to the COVID-19 pandemic. Studies show that left or right leanings are a top predictor of whether people practice social distancing, revealing a need for targeted messaging that emphasizes public health over politics.

A study has found that language that indicates morality and threat actually contributes to political polarization. At a time when political rhetoric is often designed to stir up strong emotions, the findings highlight the role of carefully-chosen language when communicating across divides.

As virus-related fears and difficult conversations around racism have become part of everyday life in 2020, the British stiff upper lip has been tested. Canvas8 spoke to nine people about how their communication styles with loved ones are shifting at a time of unprecedented change.

The 2016 EU referendum shone a light on the social, cultural, and political divides in the UK, challenging the notion of a unified British identity. We explore the polarisation of Brexit tribes and consider how brands can appeal to both Leavers and Remainers.