From history class to today’s headlines: five ways to defend against division.

Written by

Kevin Smith

Majoring in history was one of the best decisions I ever made. It is, after all, the study of clarity in hindsight. I love the objectivity and detached analysis of the causes of major events, and the exploration of how those events contribute to a much larger unfolding of consequences.

Once you have that perspective, it’s tough to stop studying the past. That’s why history students grow into history buffs. I’ve always found comfort in knowing that whatever today’s troubles may be, we’ve been through something similar many times before.

Yet I also recognize that not everyone shares that comfort. When the pace of change feels relentless and the noise around us becomes deafening, perspective is the first thing to go. Then we sense that the current crisis is both different and more severe.

Perhaps that’s why current divisions cut so deeply. Our national discourse seems to be spinning apart faster than ever. How did we become so polarized, so intolerant of nuance? And how did nonprofits become collateral damage?

Our minds are wired to instill belonging, manage uncertainty, and make sense of complexity. There’s real science behind why we’ve drifted so far apart, and nonprofits can benefit from understanding it. Here are five leverage points to keep in mind.

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1

Identity-Protective Cognition Once we identify with a group, our brains begin defending that identity as if our safety depends on it. Evidence that challenges our beliefs feels like a personal attack, making different views dangerous. This is why persuasion so rarely works in political debates. The issues most of us are trying to address aren’t innately political. There’s little to be gained by signaling allegiance to one side or the other. Frame your work around aspirations that transcend ideology like personal safety, economic security, upward mobility and self-sufficiency.

2

Confirmation Bias & the Comfort of Certainty We naturally seek information that validates what we already believe. Social media has supercharged this instinct by feeding us a steady diet of agreement. Each of us lives in a customized echo chamber, unaware of how narrow our view has become. Like a student of history, you need to understand both sides of any conflict. Improving most societal problems yields benefits that can appeal to even the most divergent ideologies. Begin with curiosity, not long-held convictions, knowing that dialogue builds credibility faster than posturing.

3

Moral Outrage as Currency Today, outrage has become a way to demonstrate loyalty to our tribe. The angrier we sound, the more moral we appear. Outrage narrows empathy. It rewards punishment over understanding, noise over nuance. We need to avoid rhetoric that implies moral superiority. (Not always easy for us.) Humility and empathy are far more persuasive than indignation. Your credibility rests in being the adult in the room when others are shouting.

4

Cognitive Load & Simplification Complex issues make our brains work hard, and when cognitive load is high, we simplify. We divide the world into “good” and “bad,” and people into “for us” and “against us.” We’re not being unkind; our brains just crave this level of clarity. Simplify your stories, but don’t oversimplify your solutions. Make it human and show both the problem and a clear path forward. When you can, make that path distinctive. Clarity builds trust.

5

Negativity Bias We’re drawn to threats more than to opportunities. That instinct once kept our ancestors alive, but now it just keeps us anxious. Politicians and media outlets exploit this bias to hold our attention, and the result is a climate of constant tension. We need to counter fear with hope. Show progress. Share what’s working. Anchor every message in common aspirations like good health, family support, or upward mobility. Optimism paired with evidence is magnetic. To break through that fatigue, focus less on what people should fear and more on what they can build. Replace alarm with agency. When audiences can see tangible progress and personal impact, their mindset shifts from defense to participation.

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We are living through one of history’s pendulum swings. What feels like a breaking point may, in hindsight, look more like a turning point. Either way, the work of nonprofits has never mattered more.

Onward,

Kevin

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Kevin Smith, Principal   Kevin Smith is co-founder and lead strategist of the social impact communications firm For Goodness Sakes. Working on behalf of nonprofits, foundations and government agencies, the firm helps people adopt life-changing behavior shifts using the principles of behavioral science.

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