Humanize Your Brand to Build Bridges Across Deep Divides

In a country as politically divided as the United States, few topics elicit stronger emotional responses than guns. Gun violence is the leading cause of death for children and adolescents in the U.S., and in June 2024, the surgeon general officially declared it the country’s most urgent public health crisis.

In this environment, it can seem almost impossible for a brand or organization to make headway on an issue that touches on such deeply entrenched beliefs—ones that are core to a person’s identity. How can you move the needle by building bridges across unimaginable, deeply personal divides?

We recently set out to explore this very problem through a communications and branding overhaul, partnering with brand consultancy Redscout to chart a path forward. Our goal was to reach more Americans, mobilize supporters, and drive action in a deeply divided nation. The lessons we’ve uncovered along the way provide a roadmap for brands looking to grow their influence without alienating half the country.

Make larger-than-life issues feel solvable

When an issue feels too big to tackle, audiences shut down. That’s especially true for topics like climate change, economic inequality, or gun violence.

What we learned throughout our process is the importance of breaking down complex problems to deliver tangible hope. Instead of presenting a wall of grim statistics, humanize the crisis. You can reach a wider audience by contextualizing data with personal stories and clear calls to action. Take them through a narrative-driven experience. Make visitors to your website feel like they can actually do something about the problem.

This approach doesn’t just apply to advocacy organizations. Any brand dealing with a complex issue—healthcare, finance, sustainability—can benefit from showing how big problems can be tackled through practical steps. The goal is to replace paralysis with possibility.

Target the ‘moveable middle’ to grow your base

Too many brands make the mistake of speaking only to their loyalists. While it’s important to energize your core, long-term growth depends on your ability to reach beyond it.

A very intentional strategy for our brand refresh was to focus on the moveable middle—those who may not identify strongly with either side of the political spectrum but who care about safety, families, and practical solutions.

For marketers, this means developing messaging that resonates across divides and using language that speaks to shared values. This doesn’t mean settling for vanilla language—rather, put in the work to actually understand the multitude of perspectives your mission elicits. Show up in channels your usual audience might not frequent. Experiment with tone and content that respects different viewpoints without compromising your North Star. By reaching across the aisle, your brand can expand its relevance and impact.

Mix data and emotion into your story

Facts matter. But facts alone rarely change minds. To break through what at times feels like an echo chamber, you have to mix quantitative evidence with emotional storytelling. This blend allows people to understand the scale of the problem while connecting with it on a human level.

Data earns trust. Emotion builds empathy. Together, they create momentum.

When we revamped our digital presence, this principle became a guiding light. Rather than hiding data in PDFs or footnotes, we integrated it into powerful narratives across the site and social channels. The result? A brand voice that’s credible, passionate, and persuasive.

Brands across sectors can apply this technique. Whether you’re pitching a new product or rallying support for a cause, storytelling that marries heart and mind will always cut deeper than charts and spreadsheets alone.

Show up in unexpected places

Real progress doesn’t come from preaching to the choir. It comes from reaching people where they are—especially if they’ve never heard your message before.

After some lessons learned, we began partnering with pediatricians and healthcare providers to discuss gun safety during routine checkups. These conversations, once taboo or overlooked, now happen in trusted environments with a focus on practical action. 

Perhaps the most impactful lesson that applies to just about any brand? Don’t just launch campaigns in familiar spaces. Surprise people. Engage communities that aren’t already in your corner. Think cross-sector partnerships, unconventional media buys, or showing up at events where your presence isn’t expected but could be meaningful. That’s how you spark new conversations and, most importantly, new allies.

The path forward

We’re living in an era when brands are increasingly expected to take a stand. But taking a stand doesn’t have to mean taking a side. By adopting strategies that are pragmatic, inclusive, and rooted in shared values, brands can grow their influence while fostering unity instead of division.

What we learned throughout this work is that bipartisanship isn’t just a political goal—it’s a brand strategy. It requires careful storytelling, thoughtful audience engagement, and a willingness to rethink where and how you show up. But the reward is a brand that resonates with more people, makes more impact, and endures in a world where authenticity is everything.

The future belongs to brands that can bring people together. And that starts with the courage to build bridges—even when the road seems impossibly divided.