In today’s world, politics are no longer just about what you believe — they’ve become a part of your identity. More than ever, people aren’t just disagreeing on issues; they are cutting others off completely for thinking differently.
We’ve all seen it happen: someone finds out who you follow on Instagram or Twitter, and suddenly, they see you differently, sometimes even blocking you online and cutting you off in real life. Political polarization is a massive problem as it doesn’t only make conversations harder, but it’s also breaking up friendships, dividing families, and turning social media into a war zone. Ironically, this division is most prevalent among the generation that is said to “fix” our society: Gen Z.
The Social Media Bubble
Let’s be real: Most young adults today get their news from TikTok, Instagram, or Twitter. There’s a reason that TikTok has become the “Gen Z Search Engine.” The problem? These platforms don’t just show us random content. Algorithms push posts that align with what we already believe while filtering out anything that challenges them. This creates what is known as an echo chamber, where we only see people who agree with us. The result? It becomes easy to think that anyone with a different perspective is either misinformed or, worse, a heartless person.
This has led to a culture where people don’t just disagree, they judge others based on who they follow and what they repost. It’s no longer just about discussing policies; people assume that if you support a certain political party, you must share every single one of their beliefs.
And just like that, people start cutting each other off, not because of who they are as a person, but because of their political opinions. No longer are personal qualities and traits of a person what make a friendship; it’s who a person votes for.
Moving Towards Extremes
With so much pressure to “pick a side,” Gen Z is more divided than ever. There is hardly a middle ground anymore, with the pressure to identify with a group. No one wants to be seen as “neutral” or “uninformed.”
This division isn’t only seen on social media; it’s happening in real life, too. Protests, debates, and even classroom discussions have become more intense, with people feeling like they have to prove they are on the “right side” rather than having genuine conversations and listening to each other.
Instead of working towards solutions, many people become protective of their beliefs and convinced that the other side is what is wrong with the world when, in reality, the truth is that both sides are the problem. Without proper discussions, nothing will ever change, and the division of the nation will only grow along with its hatred.
Branding Will Never Be the Same
Politics hasn’t only divided individuals, but it’s also changing how brands operate. In the past, companies focused on selling their products and services, steering clear of any political ideas. Now, that’s no longer an option. Today, consumers, especially Gen Z, expect brands to take a stand on political issues. Whether it’s climate change, LGBTQ+ rights, racial justice, or economic policies, corporations are being pressured to pick a side — or face backlash for staying silent.
This shift means that branding is not only about logos, slogans, or advertising strategies. It’s about values. Consumers now judge brands based on their political stances, and companies that don’t align with their audience’s beliefs risk losing business. Social media has amplified this pressure, making it easy for people to boycott companies with a single viral post. A brand’s political affiliations can now make or break its success.
However, this new reality has also created a dangerous cycle. Some companies take stances out of genuine belief, while others do it purely for profit. Performative activism has become common; brands post about causes for good PR without taking real action. This leads to more division, as people argue over whether a company is truly ethical or just trying to avoid being canceled.
The Power We Didn’t Know We Had
At the end of the day, Gen Z has the power to change the way we go about politics. We don’t have to let polarization define us. If we choose to be more open, understanding, and willing to listen, we can actually start to fix the problems we care about instead of fighting about them.
We can start to collaborate with each other again and not base friendships on who we follow or who we vote for. Kindness can become important again, and friendships can come from qualities instead of policies. It’s time to stop listening to random, non-politician users on TikTok and Instagram and take a few minutes each day to read credible news sources. Change begins with each and every one of us, and it needs to begin today.
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