What if the secret to winning wasn’t about what you say—but where, when, and how you say it?

The Insight:

Rory Sutherland reminds us, “Context is often the most important thing in determining how people think, behave, and act.” Political campaigns that fail to adapt their messages to fit the context risk losing voters before they even get a chance to connect.

Think about Governor Ron DeSantis of Florida. His COVID-19 messaging about “freedom” and opposing lockdowns resonated deeply in a state that values individual liberty and economic independence. That same messaging, applied in a different state like California, would likely fall flat. DeSantis didn’t just understand his policies—he understood his voters’ context.

Globally, Winston Churchill famously adapted his rhetoric during World War II to fit the context of the moment. In the darkest days, he inspired resilience and courage, but when victory was in sight, his tone shifted to emphasize unity and rebuilding. Context shaped his leadership and his message.

The Behavioral Science Angle:

Sutherland’s insight into context shows that voters’ perceptions are highly influenced by their environment, experiences, and immediate needs. A message that works for suburban families might miss the mark with rural voters. Great campaigns don’t just craft messages—they craft messages that fit.

NextGen’s Take:

At Next Generation Political Consulting, we analyze voter demographics, geography, and psychographics to tailor your message for maximum impact. We ensure your campaign speaks to voters where they are—not where you think they should be.

Call to Action:

Let us help you master the art of contextual messaging. Contact NextGen today to craft a campaign that resonates deeply with voters in every environment.