Persuading for Unity among a Divided Society
And how vax anti-mandate proponents give themselves labels that backfire!
Marketing and Communication teams know about the principle of unity-persuasion.
Most of them have read persuasion expert Robert Cialdini’s Pre-Suasion book where unity gets its own chapters.
It’s . . . disturbingly effective.
He sums it up as “In short, ‘We’ equals ‘Me.’”
Meaning: become one with those you wish to persuade.
If you allow others to see themselves as part of the group you promote, you create a ‘in-group’ feeling of kinship. People are then more likely to buy, side with, or comply, depending on your call to action.
So you “pre-suade” with the concept of unity, then lead them towards the outcome you/they desire.
The Unity Principle is Everywhere
In the final scene of the TV series Mad Men, Don Draper discovers this magical power of unity-persuasion. While meditating in a group, he feels oneness with all – a collective-like consciousness – and it’s blissful. Then a thought comes, which leads to his career highlight in advertising - for Coca-Cola.
With momentum from the civil rights 60s (and some drugs), utopia was next. Who doesn’t want in? Everyone’s welcome. This was actually one of the most famous commercials of the 1970s.
140 calories per can.
Marketing teams aren’t alone in applying the unity-persuasion principle.
Politicians take advantage of this concept when seeking compliance or voters. With the vaccine push, Premiere Doug Ford and PM Justin Trudeau both use “Team Ontario” and “Team Canada” respectively to create a sense of unity. Much like how you’ll help a family member even when it inconveniences you, you’ll take the shot if you’re a team player. “This is a call to arms” and “It’s all hands on deck” says Ford.
These visuals are no accident. Speechwriters know about unity-persuasion — and they’re clever to use it. Even though it has fascistic undertones (‘Comply or you’re anti-Canadian!’) persuasion doesn't have to be fair to be effective.
Canada’s Finance Minister Chrystia Freeland also performs this trick. She establishes ‘I am you’ which creates the ‘We.’ Then she can convince you of almost anything. I bet Freeland has even read Cialdini’s best-seller.
Here are seven examples from some of her 2020 and 2021 finance speeches where she establishes “I am You” to achieve the “We” unity-persuasion.
“I am the daughter of an Alberta farmer. Canada’s farmers spend the winter fixing their tractors, combines and seed drills, and stocking up on supplies. While the ground is frozen, they get ready for seeding when the earth thaws. Like all those great Canadian farmers, the work we do today will stand us in good stead in the spring.”
(Oh, she’s one of us . . . Well . . . Okay, you just do what you gotta do’. )
“I say this both as a working mother, and as a Minister of Finance: Canada will not be truly competitive until all Canadian women have access to the affordable child care we need to support our participation in our country’s workforce.”
I am you = We are one
“Among other steps, the government proposes to reduce student debt by eliminating interest on the federal portion of Canada Student Loans and Canada Apprentice Loans for 2021-22. I remember struggling with my own student loans, and I am glad to help relieve our young people, who are swimming so hard against the COVID-19 current, of this additional burden.”
I am you = We are one
“Our grandparents and great-grandparents lived through hard winters, too – in times of war and Depression, on frozen Prairie homesteads, in windswept fishing villages in Atlantic Canada, all across our vast country. The living survivors of those days, now our most vulnerable elders, are counting on us to buckle down for another few months.”
We are one
“We are Canadian. We know government spending on health care works. None of us believes it is fair or right for a worker who lost her job because of COVID-19 to be unable to feed her children, pay her bills or keep her home.”
We are one
“Canadians are careful about the nation’s finances. I know this very personally. I am from rural northern Alberta, which is not, culturally, a place much steeped in the ideas of helicopter money. And the question I hear from there, and in downtown Toronto too, is this: Can we afford it? I am going to start with a simple answer, and then I will elaborate. The simple answer is – yes, we can.”
I am you = We are one
“Now, for Canadians of a certain vintage – and I freely admit to being one of them – the idea of increasing government debt holds particular terrors. We remember the fiscal shock of the 1990s. . . And, especially among those of us who cherish the accomplishments of Paul Martin and Jean Chrétien, we remember. . . . . . And the reality is that, today, the prevailing global economic environment is changed entirely.”
When you know, you know. A little sneaky, eh?!
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Either way, unity persuades – and professionals exploit this fact. When you make others feel part of your group, it results in trust and loyalty.
How Labels Pre-Suade Unity or Division
People who support women’s choice to abortion call themselves “Pro-Choice” but those opposed are “Pro-Life”.
Both of those look good to me – no?
These labels are power.
Try this:
Which label do you identify with more between “Anti-vaxxer” and “Team Inclusion”?
. . . Pick one . . .
I bet you chose the second one.
But there’s a catch . . .
Those two labels belong to the same person!
Did I get you?
It just depends on (who gives) the label.
The Prime Minister of Canada calls Vax Pro-Choice advocates racists, misogynists, and extremists. CBC just had a guest on who called them “Bullies, Racists, Bigots, and Nazis.”
As long as they don’t like pineapple on their pizza, am I right?
Vax Pro-Choice folks can’t control these hateful, divisive labels given from others.
Analysis of “Anti-Vaccine Mandate” Labels and Slogans
But they do control what they call themselves.
To those of you who are protesting against segregation / vaccine passports:
If your goal is unity, consider leveraging the very principle. It impacts how likely you are to ‘win over’ others. Does your label or slogan represent something ‘others’ can identify with?
Below are eight labels and slogans I’ve come across, with my assessment of each using the unity-persuasion principle. Of course, there are other influencing factors, but I’m narrowing the focus.
“Pure Blood”
I support your free speech. But the label – by definition – prevents others from identifying with it. You can’t win over people who have two or three shots this way.
Unity Persuasion Score: 0/5
“Critical Thinker”
We all want to be in the smart group, but there’s a catch to this label that backfires. It implies those not on your side are less intelligent, and insults make people dig their heels in. Plus, we all know there are smart people on both or all ‘sides’ of the issue. The “I” here is different than the opposing “You” so there’s no “We”.
Unity Persuasion Score: 0/5
“My Freedom Doesn’t End Where Your Fear Begins”
I agree this is largely a Safety vs. Freedom issue, but this slogan pushes people away because it’s intentionally divisive.
Unity persuasion score: 0/5
“Anti-Segregation”
This one’s greasy – no doubt. It might work, but not because of unity-persuasion. You’re saying “I’m not [something negative]” which is the absence of an identity. Hard to get a “We” from that.
Unity persuasion score: 2/5
“Freedom” (Team Freedom, Freedom Fighters, etc.)
“Freedom” is inclusive for others to identify with and a positive word – historically those clamoring for it are the good guys. (Freedom “Fighters” seems disrespectful to those who fought and died for our country).
“Team Freedom” “Mandate Freedom” Unity persuasion score: 4.5/5
“Vax Pro-Choice/ Team Pro-Choice"
You can have 2 shots, 0 shots, or 17 shots, and identify with being on Team Pro-Choice. Many people with 2-3 shots are uneasy about continued coercion. This label swings the door wide open.
Unity persuasion score: 4/5
“My Body My Choice”
Persuasive expression stolen from the abortion debate. We all want bodily autonomy.
Unity persuasion score: 4/5
(6 and 7 lost one point because Pro-Lifers don’t buy it).
Coercion is not Consent
We all know this is true. That Hollywood Weinstein guy, in a position of power, coerced women to sleep with him. He didn't force – but coerced.
Unity persuasion score: 4.5/5
Slogan Suggestions for Unity-Persuasion
Watching a baseball game on TV last summer, I still remember an advertisement that was behind home plate.
It said: Take one for the Team, Get the Vaccine!
This has unity-persuasion and a bonus rhyme, which Cialdini says is even more effective. (Clearly, as I remember it.)
Here are some counter, unity-persuasion slogans with rhymes.
Team Pro-Choice Needs Your Voice!
Natural Immunity Protects our Community!
Team Inclusion (Not Segregation!)
It’s a war of words out there and haters are throwing mud. Offer a glass of water in return.
‘I’d like to buy the world a home,
And furnish it with love...’
What's the score on "Fuck Trudeau"?