Your Inspirational Messaging Is Making People Angry (Here’s What Works Instead)

By Adam Probolsky

Most Americans are not trying to get to the “shining city on a hill.” They can’t see “a thousand points of light.” They do not believe it’s morning in America.” But it gets worse, recent national polling shows that just 54% of us have a positive view of capitalism – it’s down to the lowest point ever measured. The free market is upside down among Democratic voters – they rate socialism higher 66% to 42%. And while Republicans still somewhat hold high the idea of making money, they are in the minority.

Big business is in serious trouble with just 37% support. The companies we buy from, we invest in, that innovate, the companies that make miracle drugs – they are all reviled by most of our 340 million.

This warns of huge implications for the future of Western democracies, but right now communicators need to recognize the moment we are in and adjust their approach. Hint: Ditch your aspirational words for something more demure.

Here are the seven (7) things communicators can do today to filter their message for the malaise we are in:

1. Acknowledge systemic failures first – spend time validating that “the system is broken” or “the old ways aren’t working” – people need to hear that you understand their frustration
2. Find your connection to small business (which is put on a pedestal by nearly everyone) – it has to be believable – how you partner with, support, and celebrate them
3. Localize – it’s hard to be upset when you see your hometown water tower on TV, or your high school mascot on the billboard
4.  Talk about “getting by” instead of “getting ahead” – swap aspirational language for survival language – focus on “making ends meet, and “keeping your head above water”
5. Frame solutions as “fighting back” rather than “moving forward” – use combative language that positions your audience as justified warriors against unfair systems rather than passive consumers *
6. Emphasize “basic dignity” over “opportunity” – talk about people deserving a fair shot at a decent life, not the chance to climb ladders – focus on fundamental respect rather than advancement
7. Lead with problems, not solutions – spend more time diagnosing what’s wrong than prescribing fixes – people want to feel heard before they want to be helped

Your role has fundamentally changed – stop trying to inspire people who just want to be understood. Communicators who adapt will connect – the ones who don’t will become background noise in a very angry room.

* Use obvious caution with this one.

Copyright 2025 Probolsky Research   Used with permission.

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Dr. Adam Probolsky is president of Probolsky Research and a Senior Research Follow with the Drucker School of Management at Claremont Graduate University.  Probolsky Research, founded in 1992, is a woman and Latina-owned market and opinion research firm. They conduct research for business, education, election, government, non-profit and association clients. They are traditional market researchers and pollsters that identify people’s needs, wants,  opinions, behavioral and emotional drivers, and improve the effectiveness of messaging strategies. For more information: adamirvine@aol.com

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