The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

A TikTok trend sees women calling out sexist behavior by joking that they’ll do it themselves, saying they work in ‘male-dominated fields’. The trend is emblematic of gender divides that are growing stronger in the United States following the 2024 presidential election.

In the wake of the US presidential election, interest has surged in the South Korean 4B movement – a feminist commitment that rejects interactions with men. Amid growing concern around the precarity of reproductive freedoms in America, advocates are urging radical action to preserve their rights.

What happens after the US election? How should brands navigate a hyper-politicised landscape? And where will the new opportunities emerge in an unstable political environment? In the 2025 US Macro Expert Outlook, Adam Berinsky explores what the US will look like in the year ahead.

How has traditional white masculinity become a cultural cornerstone for Republicans? How are digital platforms helping Republican Christians build communities? And why are they likely to shop from wholly Conservative brands? This Cultural Snapshot of Republican voters explores the key behavioral shifts.