Navigating friction and resonance: enhancing agency in a polarized world

This question sparked a research journey for Miltton last year, as we delved into the social and cultural conversations happening in Finland. Our 2023 Friction study highlighted five key challenges related to our ability to act. This year, we focused on solutions by examining the concept of Resonance (Hartmut Rosa) — the powerful connections that bring people together. Resonance can be seen as an antidote to frictions that passivate us.

In today’s rapidly changing world, the concept of agency—the ability to act, influence, and shape social structures—is more crucial than ever. Recent insights from our research highlight a growing polarization in people’s sense of agency. While some feel more empowered to participate in societal matters, others feel increasingly disconnected. This divergence presents both a challenge and an opportunity for organizations aiming to engage and address stakeholders effectively.

Our research reveals that the middle ground is diminishing; individuals either feel highly connected or profoundly disconnected from societal participation. This polarization affects how people perceive their ability to influence change, which in turn impacts their engagement with brands, employers, and communities.

To bridge this gap, organizations can foster three types of resonance to enhance agency.

1. Social resonance is about feeling heard, understood, and valued. It empowers individuals to take initiative, make decisions, and act confidently, thereby enhancing their agency. Social resonance within groups amplifies individual agency by aligning efforts, which can lead to significant social change through collective mobilization.

2. Material resonance is about feeling connected to nature, built surroundings, and knowledge. It is about feeling in tune with tools for work even when lightning-fast progress makes things chaotic. It fosters a sense of wonder and curiosity, empowering people to be innovative and pursue meaningful projects, thereby enhancing their ability to act as a part of society.
3. Existential resonance is the deep engagement with life’s moments and connections that give our existence meaning. It serves as a counterbalance to societal fragmentation and feelings of alienation. The moments can happen in mundane meetings with family members, seeing someone wear your favorite hockey team’s hat or feeling a collective sense of belonging to something greater when your country wins an important sports event.

“It felt like everyone was united… the echo of the stadium as thousands of people sang together. You could physically feel the sense of togetherness. And, of course, there was a nostalgic element through the music, bringing back memories of listening to it in my youth.”

Quote from an interview with a 42-year-old woman.

In a world where the sense of agency is increasingly polarized, organizations have a pivotal role in bridging the gap. By fostering resonance on multiple levels, businesses can enhance stakeholder engagement, drive meaningful action, and contribute to a more connected society.

Actionable strategies based on our research

• Tailor communication approaches: Recognize that a one-size-fits-all strategy is no longer effective. Develop messaging that resonates with both empowered individuals and those who feel disconnected.
• Foster deeper connections: Use material, social, and existential resonance to build stronger relationships with your audience. This not only enhances loyalty but also positions your brand authentically.
• Adapt to the agency spectrum: Understand where your stakeholders fall on the agency spectrum and adjust your engagement strategies accordingly. Empowered individuals may respond well to collective calls to action, while others may need more personalized approaches.

The blog post is inspired by our Friction Insights 2024: Friction x Resonance research.

Sources:

Adorno, T. W. (1973). Negative Dialectics (E. B. Ashton, Trans.). Routledge & Kegan Paul. (Original work published 1966)

Buber, M. (1970). I and Thou (W. Kaufmann, Trans.). Scribner. (Original work published 1923)

Merleau-Ponty, M. (2012). Phenomenology of Perception (D. A. Landes, Trans.). Routledge. (Original work published 1945)

Rosa, H. (2019). Resonance: A sociology of our relationship to the world (J. Wagner, Trans.). Polity Press. (Original work published 2016)

Schütz, A. (1967). The Phenomenology of the Social World (G. Walsh & F. Lehnert, Trans.). Northwestern University Press. (Original work published 1932)

Taylor, C. (2007). A Secular Age. Belknap Press of Harvard University Press.

Vihma, A. (2021). Nostalgia: Teoria ja käytäntö.