President Biden’s call for unity following Donald Trump’s assassination attempt prompted me to reflect. How can we close the gaps between us and bring harmony to our communities and lives? How can we lessen polarization and conflict by “turning down the temperature”?
The solution that occurred to me is a special persuasive principle. In particular, Robert Cialdini proposes the aptly named Unity as his seventh and lesser-known principle of persuasion (2016, 2021). He points out that this idea promotes a sense of togetherness in others, which fosters relationships that optimize favorable treatment. It seems to be just what we need to get through these trying times.
Cialdini continues by outlining how cooperating and acting in unison with others can foster unity. Additionally, he notes certain similarities with the concepts of liking and reciprocity. Now let’s examine how we may implement those to improve each other’s lives and the state of the globe.
Being Together and Liking
According to Cialdini (2016, 2021), genetic relatedness is one of the main factors contributing to our oneness. Similar in appearance and genetically driven ideas, we easily form connections with people who resemble us (e.g., political parties). However, the fact that we are all human family members and share a hometown or country unites us.
If we’re all one big family on Earth, what’s wrong? As I’ve already covered in a previous essay, there are instances where drawing attention to a disagreement with someone else makes it simpler to foster unity within a group. Specifically, demonizing opponents can be a quick way to bring supporters together when there is a power imbalance between two or more parties (such as between voters and politicians). As a result, there is less division within the party or group, as my friend is also my opponent. Unfortunately, this may weaken family, national, and global unity.
It would be better to draw attention to our commonalities instead. We all live in the same towns, countries, and globes. We all have the same human struggles and ambitions in life. Life, liberty, and the pursuit of happiness are things that we all desire. Anyone who believes in it and does the same for others is one of us. Therefore, rather than devaluing a third party in order to unify with someone (or some group), concentrate on expressing how you are actually linked to and aligned with them.
Acting Together and Reciprocity
Cialdini (2016, 2021) also discusses how cooperation, mimicry, and reciprocation can foster unity in behavior. Individuals become more cohesive when they lend a hand to one another, cooperate for the greater good, or even celebrate together. Over time, the reciprocity of everyday existence unites us.
However, there are times when this mutual giving and receiving goes wrong. Although a tit-for-tat strategy can result in cooperation, it isn’t necessarily peaceful, as I’ve previously mentioned in an earlier post. In other words, we can also become mired in an eye-for-eye kind of reciprocity with other people. Everyone involved may become blinded by the reciprocation of insults and violence. This is just another short route to incite retaliation from one group against another. This reciprocity-as-retaliation scenario is playing out in both major and minor conflicts on a global scale. Unfortunately, making someone else’s life worse does not improve anyone’s.
Positive reciprocity and cooperation are the solutions to this kind of oneness. What can we do for the world at large, our nations, communities, and each other? Where might we start constructive give-and-take cycles by sharing and giving? Therefore, find a way to share and collaborate with someone in your life or a larger group to foster unity. Look for anything you both can gain from trading. Seek out win-win situations and concentrate on creating them together.
After Establishing Unity
In a united setting, individuals can relax and think more clearly. They have the ability to go from an instinctive and reactive decision-making style (system 1) to a more deliberate and fact-based approach (system 2). This necessitates a new strategy for influence and persuasion.
In particular, knowledge, data, and facts are necessary for an individual or group to be cohesive and composed. We refer to this as persuasion via the central route (in contrast to the peripheral route). This type of persuasion is more complex, requiring accurate information and verified facts. However, this kind of persuasion also brings about longer-lasting changes. Therefore, a little more effort up front can result in trustworthy connections and positive attitudes that don’t require constant upkeep, prodding, or observation.
To put it succinctly, bringing people together and educating them reduces conflict, raises the temperature, and returns attention to the vital matters in life. To discover a cooperative way forward, we band together to argue with family and friends rather than engage in combat with adversaries. In light of that, I hope this persuasive strategy can help you bring the connections in your own life together. Along with that, I hope we can start fostering more unity in our nations, communities, and the entire planet.
