The Science Behind More Unites Than Divides

What research actually shows about how to change minds

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Why Traditional Political Messaging Fails
The Core Finding: Decades of research analyzing 56 televised debates across 31 elections—tracking nearly 100,000 voters—found zero evidence that debates move undecided voters. People who watch political arguments don't vote differently afterward. This is consistent across decades, countries, and political systems.

The implication is radical: Arguments don't change minds. Political messaging doesn't persuade swing voters. Debates are theater.

Yet campaigns continue to spend billions on the exact approach that research shows doesn't work. Why? Because there hasn't been a proven alternative—until now.

What Research Says Actually Works
Dr. Sarah Stein Lubrano — Political theorist with a PhD from Oxford and Masters from Cambridge. Her research synthesizes decades of social science on political communication, behavioral psychology, and cognitive science. Her upcoming book, "Don't Talk About Politics: How to Change 21st-Century Minds," reveals what actually shifts people's views.
"What matters is their own lived experience, as well as the strength of their close relationships and community ties. By giving people opportunities to engage with the world differently and by repairing social wellbeing, we can open people's minds to believe differently."
— Dr. Sarah Stein Lubrano, Political Theorist, Oxford PhD

The finding: People don't change their views through arguments or education. They change through:

  • Shared experience with others (peer influence)
  • Taking action together (agency and community)
  • Experiencing their own power (not being told what to think)
  • Building social trust (weakening polarization)
The Two Principles That Drive Change

🎯 Action Over Words

People shift views through taking action with others in the company of their peers. Community over isolation. Doing over saying.

👥 Social Infrastructure

Political change requires shared experiences that build social trust and naturally weaken polarization. Conversations happen naturally after people bond.

Key Finding from Climate & Social Research: Studies on what actually drives behavior change show that social influence from friends is more powerful than education, financial incentives, or even direct commitment appeals. The single best predictor of whether someone joins a cause? Whether their friends do.
Traditional vs. Science-Based Approach

❌ What Doesn't Work

  • Lead with politics
  • Use arguments & messaging
  • Hope people listen
  • Target with precision
  • Measure by reach
  • Result: Minimal to zero change

✓ What Does Work

  • Lead with what they love
  • Create shared experience
  • People want to attend
  • Reach swing voters where they are
  • Measure by behavior change
  • Result: Opens minds through interaction
How More Unites Than Divides Is Built on This Science

The concert is designed specifically to create the conditions research shows actually change minds:

The 95% Music / 5% Meaning Design:
  • Music (what people love) is the hook and the experience
  • Ranked choice voting lets them experience their power directly
  • Shared moment with peers who feel the same way about unity
  • No lectures — understanding emerges from their own experience
  • Conversation happens naturally (peer-to-peer, not top-down)

The result: Swing voters leave with joy, connection, and a new understanding of shared interests—exactly what research shows opens minds to different possibilities.

Why This Works Specifically for Swing Voters

Swing voters are different from partisan voters. They're:

  • Exhausted by messaging — they tune out traditional campaigns
  • Skeptical of arguments — debates don't move them
  • Hungry for connection — they want to feel part of something real
  • Responsive to peer influence — if their friends are in, they're interested
  • Agents, not targets — they want to feel their choice matters

More Unites speaks to all of these. It treats them as agents. It creates connection first. It lets them experience power. It uses peer influence (the most powerful force for change). And crucially: it doesn't try to convince them of anything.

December 18th Proof of Concept

We tested this with a carefully selected audience in a controlled environment—exactly as research recommends for establishing proof of concept.

Results:
  • World-class production quality proven effective
  • Audience engagement far exceeded expectations
  • Voters reported feeling more hopeful about democracy
  • Peer conversations happened naturally (not prompted)
  • Attendees wanted to bring friends to future shows
Scaling This Model: 2026 and Beyond

What we've proven works on a small scale can scale:

  • Partner with organizations focused on reaching persuadable voters
  • Use voter data to target swing districts in purple states
  • Create a replicable template: music + RCV voting + curated messaging
  • Measure impact through actual voter behavior (not just attendance metrics)
  • Build lasting social infrastructure for political change

This becomes a new model for how campaigns reach swing voters: not through arguments, but through creating conditions where they experience their own power and find common ground with peers.

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