What if voters’ seemingly irrational decisions weren’t a weakness but your campaign’s greatest opportunity?

The Insight:

Rory Sutherland observes, “Irrational people are much more powerful than rational people, because their threats are so much more convincing.” In politics, understanding voter “irrationality” can make or break a campaign.

Donald Trump’s appeal to rural and working-class voters in 2016 wasn’t about logic. It was emotional. He spoke directly to their frustrations and aspirations, ignoring the conventional wisdom of focusing on suburban swing voters. What seemed irrational to experts was exactly what these voters wanted to hear.

Internationally, Viktor Orbán of Hungary has leaned into this insight. His messaging around nationalism and sovereignty resonates deeply with voters’ emotional concerns about identity, security, and culture—even if critics see it as irrational.

The Behavioral Science Angle:

Voters don’t always make decisions based on logic or facts—they make decisions based on feelings, identities, and subconscious biases. Successful campaigns embrace this reality, speaking to voters’ emotional truths rather than trying to “educate” them into agreement.

NextGen’s Take:

At NextGen, we see voter “irrationality” as a strength, not a flaw. We design campaigns that connect with voters on a gut level, leveraging emotional insights to build trust and loyalty.

Call to Action:

Ready to harness the power of emotion in your campaign? Let NextGen help you turn voter behavior into your biggest advantage. Contact us today.