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.

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.

A poll has found that young Americans are deeply unhappy with the state of the country's leadership and political system. As institutional trust continues to decline steeply, young people, especially, are making their voices heard and transforming political conversations through their dissent.

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.

Political polarisation is heating up globally, especially in the lead-up to several significant elections worldwide. A generation of new tools is spawning alternative methods of delivering political messaging, further entrenching but also confusing a divided political landscape.