Why do voters care more about a single story than a hundred statistics? Because humans are wired for narratives, not numbers.

The Insight:

Rory Sutherland says, “We don’t value things; we value their meaning.” In political campaigns, it’s not enough to have the best policies—you need stories that make those policies come alive.

Ronald Reagan’s storytelling prowess made his policies resonate with voters. Instead of talking about abstract numbers, he shared personal anecdotes, like his famous story of a young woman he called a “quiet hero” for her resilience and hard work. These narratives connected with voters on a deeply human level.

Internationally, Barack Obama’s 2008 campaign leaned on the story of “hope and change.” It wasn’t just a policy platform—it was a narrative about what America could become.

The Behavioral Science Angle:

Stories tap into the emotional centers of the brain, making them far more memorable than facts or data. Behavioral science shows that people relate to specific examples over generalizations, meaning a single compelling story can change minds in ways that statistics never will.

NextGen’s Take:

At NextGen, we know how to turn your policies into powerful, relatable stories. We help campaigns create narratives that connect with voters’ hearts, inspiring trust and action.

Call to Action:

Let us help you craft the stories that define your campaign and inspire voters. Contact NextGen today to turn your policies into a movement.