“In small ways like this – and in larger ways, too – we Americans need to reconnect with one another.” -Robert Putnam, Bowling Alone
We live in a world of ideological silos, partisanship, and information bubbles. From politics to public health, from business strategy to legal advocacy, it can feel as though every conversation is shaped by division rather than commonality. This fragmentation isn’t just exhausting—it’s counterproductive. In law, marketing, and professional services, the ability to persuade, engage, and inspire action requires a different approach: one that prioritizes connection, shared values, and a common language.
Rather than reinforcing the barriers between us, we need to break them down. That means understanding the psychology of persuasion, the strategies that unify rather than divide, and the role of storytelling in bridging ideological gaps. Finding common ground isn’t about watering down our beliefs or catering to the lowest common denominator; it’s about recognizing that people have more in common than we often assume. The challenge isn’t whether connection is possible—it’s how we frame our messages to achieve it.
Persuasion is an art and a science. It isn’t just about presenting facts or having the “best” argument. The most persuasive influencers understand how people filter information through their personal experiences and cognitive biases. We all operate within mental frameworks shaped by upbringing, culture, and values. If a message clashes with those ingrained perspectives, it gets rejected outright. If it resonates—and fits into our existing worldview—it has a much better chance of influencing opinions and behaviors.
This is why framing, storytelling, and emotional resonance matter just as much as raw data. Whether you’re crafting a legal argument, a marketing message, or a company-wide initiative, success depends on understanding how to communicate in ways that build trust and connection rather than trigger resistance. Persuasion isn’t about manipulation; it’s about recognizing shared values, shaping narratives that resonate, and using communication strategies that encourage cooperation rather than conflict.
Research from psychology, legal studies, and marketing science provides valuable insights into how language influences perception and behavior. Whether you’re trying to convince a jury, market a service, or engage in a productive dialogue, the same principles apply: people respond best to messages that align with their experiences, beliefs, and emotions.
If you want to understand how language shapes perception, look at jury trials. Jurors come from diverse backgrounds, and attorneys must appeal to them all. The best trial lawyers know that winning a case isn’t just about presenting facts—it’s about framing them in a way that resonates with universal human instincts: fairness, credibility, and emotional connection.
Research on jury decision-making underscores the importance of storytelling in legal persuasion. According to Dr. Nancy Pennington and Dr. Reid Hastie, who popularized the story model of juror decision-making, jurors don’t simply absorb facts in isolation. Instead, they build a narrative, fitting evidence into a coherent story that aligns with their understanding of justice and morality.
Research from behavioral psychology and consumer studies suggests that people are drawn to messages that reinforce their sense of identity, security, and belonging. Moral foundations theory, developed by Jonathan Haidt and others, identifies key values that influence decision-making: care, fairness, loyalty, authority, sanctity, and liberty. While individuals prioritize these values differently, marketing that taps into them tends to be more persuasive and enduring.
This theory helps explain why local law firms, particularly in conservative communities, can successfully counteract negative industry-wide stereotypes. In right-leaning media, injury lawyers are often (unfairly) portrayed as ambulance chasers that fund frivolous lawsuits and undermine business interests. But ask people in those same communities about their lawyer—the one who fought for their neighbor after a devastating crash, who stood up to an insurance company on their behalf. Suddenly, the perception shifts. That lawyer is loyal, fair, and hardworking—a fighter for the little guy.
Research shows that when we engage with a compelling narrative, multiple regions of the brain activate, including areas responsible for sensory processing, emotions, and memory consolidation. Unlike raw data or abstract arguments, which primarily engage the brain’s language-processing centers, storytelling triggers a more immersive and emotionally resonant response.
Dr. Paul Zak, a neuroscientist, found that stories with a strong emotional arc create deeper psychological engagement and increase production of oxytocin, which is sometimes referred to as the “trust hormone.” This helps explains why personal anecdotes in legal arguments or brand marketing are often more persuasive than purely logical appeals.
Moreover, cognitive psychologist Jerome Bruner and marketing professor Jennifer Baker have documented how people are more likely to remember facts when they’re embedded in stories rather than presented in isolation. (Although the claim that people are “22 times more likely to recall stories” might be unproved.) This is because narratives provide context, structure, and emotional weight, making information more accessible and easier to recall. Functional MRI studies support this idea, showing that when individuals read or hear a story, their brains simulate the experiences being described. This process, known as neural coupling, helps the audience feel as though they are living the story themselves, leading to greater emotional and cognitive impact.
Play nice and unite people. But keep it real.
In today’s highly polarized environment, many organizations feel pressured to take public stances on political and social issues. While it’s important to voice values and commitments, there is a difference between genuine advocacy and performative messaging.
A 2022 Edelman Trust Barometer report found that 64% of consumers expect brands to take a stand on societal issues—but they also demand authenticity. Performative messaging that appears opportunistic can backfire, leading to skepticism and decreased consumer trust. Consumers and clients alike are adept at recognizing when an organization is genuinely committed to a cause versus when it is using an issue for marketing leverage.
Instead of shaping messages based on what seems popular or politically advantageous, businesses and professionals should focus on articulating their authentic values in ways that align with their mission. For example, a law firm that genuinely believes in access to justice—or a marketing agency that won’t back down from DEI initiatives—can champion that cause in a way that transcends partisan politics, emphasizing fairness and due process as universal rights.
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Despite deep-seated divisions, research consistently shows that people still share fundamental values. A 2021 Siena College study found that, across political affiliations, Americans still value liberty, equality, and progress. The 6,077 survey participants overwhelming agreed with statements like:
These aren’t too different from Haidt’s core values in moral foundations theory! Messaging that taps into these values—rather than focusing on ideological differences—is far more effective in creating consensus.
Stories are the most effective way to bring people together. When we hear a personal story, we engage emotionally before we analyze logically. This is why storytelling is so powerful in law, healthcare, and marketing.
Consider bipartisan campaigns that have successfully transcended ideological divides. One example is Mothers Against Drunk Driving (MADD), which built a national movement by focusing on the shared tragedy of losing a loved one. And while you might not support international food aid broadly, most people will empathize with the story of a parent whose child is starving.
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Finding consensus isn’t about ignoring differences—it’s about recognizing that beneath our political, professional, and ideological identities, we are all human. The ability to create messages that resonate with a broad audience is what separates successful organizations from those trapped in echo chambers.
So how do we move forward? Start by identifying the values that matter most to your audience. Use storytelling to create connection. Be intentional with language. And most importantly, approach every conversation—whether in the courtroom, the boardroom, or the marketplace—with the understanding that we are more alike than we are different.
At a time when division feels inevitable, finding a shared language isn’t just a marketing strategy—it’s an act of leadership.
2022 Edelman Trust Barometer. Edelman. Retrieved from https://www.edelman.com/trust/2022-trust-barometer
Aaker, Jennifer. Harnessing the power of stories. Stanford VMware Women’s Leadership Innovation Lab. Retrieved from https://womensleadership.stanford.edu/node/796/harnessing-power-stories
Bruner, Jerome. Actual Minds, Possible Worlds. (1986).
Moral foundations theory. (2024.) Moral Foundations. Retrieved from https://moralfoundations.org
Pennington, N., & Hastie, R. (1993). The story model for juror decision making. In R. Hastie (Ed.), Inside the juror: The psychology of juror decision making (pp. 192–221). Cambridge University Press. https://doi.org/10.1017/CBO9780511752896.010
Putnam, Robert. Bowling Alone: The Collapse and Revival of American Community. (2000).
The American Values Study. (2021) Siena College. Retrieved from https://scri.siena.edu/the-american-values-study/
Zak PJ. Why inspiring stories make us react: the neuroscience of narrative. Cerebrum. 2015 Feb 2;2015:2. PMID: 26034526; PMCID: PMC4445577.