The Precarious are a powerful new audience segment shaping elections and societies in the polycrisis. They are not defined by absolute poverty, but by a sense of having lost something they once had. They feel they are losing (control) in today’s uncertain world. Unleashing the frustrations and power of this growing audience should not be left to right-wing populists. It is time that changemakers help the Precarious to find their own voice.
Interested in understanding the theory?
Read about the characteristics and key emotions and beliefs of the Precarious.
Interested in putting it into action?
Discover our implementable recommendations for engaging with the Precarious.
Get in touch with us if you’d be interested in working on your campaign with us.
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