Everyone Thinks the System Is Rigged, It’s a Narrative Opportunity

The administration’s record has exposed glaring contradictions between populist promises and material reality. Despite guarantees to end inflation and protect healthcare, policies have shifted trillions of dollars into debt through tax cuts for the wealthy and record military spending, while gutting rental assistance and social services.

This “shared crisis of legitimacy” is exactly where the left can build a “bigger we.” Recent political successes offer a roadmap: Zohran Mamdani’s victory demonstrates how to bridge audience divides by appealing to the base’s desire for collective action while simultaneously engaging cynical “moveables”—individuals who can be persuaded—through stories of ingenuity and authenticity. With opposition leadership facing low approval and a record of broken economic promises, the left has the chance to re-engage the millions currently trapped in soul-crushing jobs and debt traps by offering a credible vision for a radical, multi-racial democracy.

To get there, we believe we need to build narrative power on the left and our capacity to communicate across differences in mindsets. In our recently published magazine, Rising Narratives for Radical Futures: Talking Across Difference for a Multiracial Democracy, we provide research-backed strategies for communicating with four value-based groups immersed in distinct narrative environments that reflect their underlying values and worldviews.

To understand the narrative environments for our base, moveables, and opposition, we conducted a narrative and audience analysis grounded in an audience framework from the Narrative Observatory at Harmony Labs, a media research organization. This framework identifies four values-based audience segments to organize people in the US by values and media consumption patterns. They have used this framework across issues ranging from democracy to climate change. Harmony Labs provides a profile for each group:

1. People Power: We have to liberate ourselves from the status quo. It’s time to live up to our ideals, especially for the marginalized and oppressed. All kinds of people coming together in community can fix the system.
2. If You Say So: It’s complicated. Politicians lie, cheat, and steal—corporations too. The system can’t be trusted. We have to look out for ourselves, here and now. Why not have fun doing it? I wish we could solve society’s problems, but a lot of people suck, and there’s no way the system is going to change.
3. Tough Cookies: Life’s a grind and never fair, but you’ve got to keep going. We play by the rules, just like our parents. We learned to treat others right, and that family comes first. With a little faith and some hard work, there’s no reason this country’s problems can’t be solved.
4. Don’t Tread on Me: Everyone’s got the same shot at making it. Race just isn’t a factor. We work hard for what we have. Our boys in blue protect that. The mainstream media wants you to believe otherwise, but, with blood, sweat, and tears, anyone can achieve the American Dream.

We wanted to understand how each of these groups experiences stories related to six key issue areas for the left: abolition, climate, regenerative economy, radical multi-racial democracy, care and belonging, and a global community beyond borders. Using Harmony Labs data for 2025, we identified the top streaming shows and YouTube channels, and used keywords to find episodes with themes related to our six thematic issue areas. We also analyzed the most popular podcasts using Edison data. We listened to these episodes and identified which narrative environments were most aligned with among the four values-based groups. From there, we worked together to analyze the narratives across issues and audiences. 

We found that, while all of these segments consume stories in which systems are portrayed as rigged, each group defines who is rigging the system—who benefits and who is harmed—differently. We also found that these groups are consuming stories with different underlying values, worldviews, and representations of how change happens.

As we work to build a multiracial democracy, we need to craft narrative interventions that engage these groups across differences, activating our base, motivating our moveables, and disarming our opposition. We need to help communities see themselves in our vision, and we can do that by starting where they are.

Below, we share three insights for talking across differences, based on our research, that emerged across issue areas. Dig into our interactive magazine to further explore recommendations by issue area and values-based group.

Three ways to talk across difference to build a multi-racial democracy

1. Everyone thinks our systems are rigged; that is our narrative opportunity.

Most people believe “the system” is rigged, 70% according to Frameworks Institute, making it a great place to start your narrative change work. Different values-based groups are consuming stories that portray systems as rigged. We saw this in streaming shows ranging from Severance to Landman, in YouTube Influencers, and in popular podcasts. This was true across issue areas. However, how systems were rigged, who benefits, and who is harmed vary across values-based groups.

The People Power group is immersed in stories that portray systems as rigged by the corrupt government, elites, and corporations working to benefit themselves while exploiting workers and everyday people.

The If You Say So group is immersed in stories that show systems as fundamentally corrupt, inadequate, and outdated. Authority and institutions are portrayed as consistent obstacles that don’t improve our lives.

Tough Cookies are immersed in stories where systems are corrupted by bad actors who break the rules. These actors lack the necessary strength and knowledge to lead. These stories suggest we can strengthen our systems through law and order. 

The Don’t Tread on Me group is immersed in stories that portray government and military leadership as weak, spineless, or corrupt, prompting private citizens to take matters into their own hands. Threats arise from outsiders—like governments, elites, corporations, and others—who threaten their way of life.

What we recommend: Start with how a particular group sees rigged systems. We all agree things need to change. That’s our opportunity. Often, our inclination is to tell stories about how we think about rigged systems, but that won’t persuade people with wildly divergent worldviews. We need to move beyond defining what’s wrong and include stories about our vision and solutions. Share stories that acknowledge how systems are rigged as an opportunity to introduce your solutions and vision.

For example, let’s look at what elements of the 2025 New York mayoral election would appeal to different groups. People Power is inspired by collective action, so would likely react positively to a story about the 50,000 New Yorkers who volunteered for Mamdani’s campaign. If You Say So is inspired by extraordinary acts by individuals outside of the system, so despite Democratic Party opposition, Mayor Mamdani’s win would be a story that appeals to them. To pique the curiosity of Tough Cookies who care about good guys overcoming bad ones, you could tell a story about how Mayor Mamdani was elected by New Yorkers to stop corrupt actors from making New York unaffordable. Importantly, don’t just tell stories about rigged systems without also telling stories of people trying to fix them. If you neglect the latter, it can backfire and turn people off engagement altogether.

2. Understand how they think change happens and offer a counter-narrative

These different values-based groups are immersed in different types of stories about how change happens. If we hope to engage people across worldviews in different actions, we need to counter the negative beliefs they may hold about the left. We also need to understand how they think change happens, so we can craft engagements that will motivate groups to take action, rather than avoid our calls to action.

People Power is immersed in stories that show systems being reshaped or replaced by system insiders and by everyday people engaging in mass collective action. This group is inspired by collective action, but the stories they consume don’t always connect action to social movements or show meaningful change. As a result, characters and viewers are left feeling hopeless. 

If You Say So is immersed in stories that portray collective action as naive. In these stories, the status quo can’t change; outsiders and exceptional individuals adapt systems to work for them and their families and friends. In the stories this group consumes, change happens through lifestyle changes and gaming the system.

Tough Cookies are immersed in stories where good guys stop bad guys and hold them accountable. They step in where systems fail to enforce law and order. In these stories, systems are restored, not abolished or transformed. Stories portray activism as chaotic and unlawful, while at the same time presenting civic engagement, like voting, as a duty.

Don’t Tread on Me is immersed in stories in which outsiders expose corrupt systems and restore them to their original intent. In these stories, exceptional individuals step up when systems fail and take justice into their own hands, rather than engaging in collective action. Leftist activism is portrayed as outsiders threatening the status quo. In these stories, individuals do what they need to—whether through force, defense, or deals—to preserve autonomy and control. 

What we recommend: Get to know your community. Who are their messengers, what do they care about most, how do they think change happens, and, importantly, what are they willing to do? A protest or boycott may not be effective for them.

If You Say So, for example, are low-propensity voters and actively avoid political content. They are very online, enjoy watching others’ livestreams, and engage in conspiracy theories. The stories they consume often feature individuals figuring things out on their own. They like stories about surviving the current systems, not changing them. This group needs to be engaged through their lifestyle interests, whether that’s gaming, finance, pop culture, health, or sports.

Take musician and content creator Vic Mensa, who shares his perspective on California elections and talks about the impact of algorithms on our beliefs while working out. His content provides a lifestyle approach to engaging with issues by modeling an aspirational identity and offering lifestyle calls to action, such as “trust your instinct, not the algorithm.” His content shares a political narrative through aesthetics and vibes that may engage If You Say Sos.

Importantly, as organizers, find the right partnerships with messengers who already engage authentically with this group. Join their community and the conversation they’re having, invite them to your events, and partner on campaigns. You, most of the time, will not be the trusted messenger.

3. Share real alternatives to the status quo

These values-based groups are not consuming content that offers solutions or alternatives to rigged systems. Progressive and left coalitions are good at telling stories about systems that aren’t working, but fall short in telling stories about what we want to replace them with. Yet communities all over are experimenting with and living alternatives. 

When we tell stories about how systems can work differently to benefit all of us, we can inspire imagination and hope and increase engagement—while continuing to acknowledge the real pain and fear many people feel.

People Power is inspired by collective action, mutual aid, and  replacing oppressive systems. We can tell stories of solutions and alternatives that align with our movement’s values.

If You Say So leans toward technological solutions and entrepreneurial interventions outside of existing systems. Tell stories of outsiders building something different that meets their needs and the needs of communities. For example, you might talk about why you can’t fix your own phone or tractor without the manufacturer’s permission, and how owners are winning the right to repair in state legislatures and courts.

Tough Cookies prefer change stories about restoration. When sharing alternatives and solutions, be sure to frame them as reforms rather than as complete system transformations. Rather than simply saying ‘defund the police,’ you might tell a story about community-led prevention and crisis interventions that reduce interaction with police.

Don’t Tread on Me likes stories of rugged individuals taking matters into their own hands. Connect to the shared value of community self-determination (reframe “freedom” as collective freedom from state violence). Emphasize collective sovereignty and mutual aid, and redirect toward systemic solutions rather than vigilantism. Show how corporate extraction threatens everyone’s autonomy, enabling cross-ideological alliances.

For example, the Land and Liberty Coalition shares conservative values-based messaging to engage farmers and landowners in renewable energy solutions by emphasizing property rights and business goals with messages like “renewable energy helps keep family farms in the family,” and “property rights mean freedom of choice.”

To succeed in this midterm cycle and beyond, we must move audiences from individual survival instincts to collectivism. For the millions who feel the game is rigged, the solution should be framed less as a moral obligation and more as a practical, risk-reducing “hack” to survive an incompetent status quo. The opportunity lies in converting disillusionment into collective action—showing that when the system fails to provide, our movements have solutions.

We have seen major success when we speak plainly about fairness, dignity, and “getting by,” which proves that we can interrupt fatalism by showing real-world alternatives. By explicitly naming the wealthy elites and corporate “bad actors” who profit from division, we can redirect anti-establishment skepticism toward democratic accountability.

Ultimately, our goal is to shift the narrative from “how you survive a rigged system” to “how we rewrite the rules together.” By sharing stories of collective wins and building a culture of belonging and shared abundance, we can move people out of isolation and toward the vision of a multi-racial, radical democracy that finally works for all of us.