Research: Hidden Tribes – A Study of America's Polarized Landscape
By: More in Common (2018)
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Rather than lumping people into two or three broad political categories, Hidden Tribes identifies seven distinct “tribes” based on core beliefs, group identity, moral values, and worldview.
What It Is
Hidden Tribes: A Study of America's Polarized Landscape is a landmark research project by More in Common that maps the psychological, cultural, and ideological profiles of Americans across political and social divides. It introduces a fresh framework for understanding how we’re divided—not just left vs. right, but by deeper, often invisible fault lines in how we see the world.
Rather than lumping people into two or three broad political categories, Hidden Tribes identifies seven distinct “tribes” based on core beliefs, group identity, moral values, and worldview.
The Seven Tribes
Progressive Activists (8%)
Highly engaged, outspoken, and focused on issues of equity and social justice.Traditional Liberals (11%)
Value civil liberties and believe in gradual reform; less confrontational in style.Passive Liberals (15%)
Disheartened by polarization, care about inclusion but feel voiceless.Politically Disengaged (26%)
The largest group—tuned out of political conflict, focused on day-to-day survival.Moderates (15%)
Tend to avoid political extremes, looking for practical solutions and balance.Traditional Conservatives (19%)
Value personal responsibility, religious faith, and patriotism.Devoted Conservatives (6%)
Highly engaged, politically tribal, and feel their values are under attack.
Why It Matters
The biggest insight? Most Americans—what the researchers call the “Exhausted Majority”—feel alienated by partisan combat. They’re tired of being forced to choose sides. They want leaders who listen, policies that unite, and conversations that matter.
At The Change Lab, this research affirms our belief that connection is still possible, and that the majority of Americans are looking for a way forward—together.
How We Use It
We draw on Hidden Tribes to inform:
🧭 Our Civic Impact Engine – making sure our invitations to act resonate with all identity groups
🗺️ Our language and design choices – avoiding jargon, emphasizing shared values, and using data to build bridges
🔦 Key Takeaways
Polarization is not just political—it’s cultural and psychological.
Most Americans are not extremists. They're searching for belonging and meaning.
The way we talk matters. Certain messages connect better with certain tribes.
Shared identity, dignity, and respect are more unifying than ideology.
For Bridge Builders, Strategists & Civic Leaders
Understanding the seven Hidden Tribes gives us new tools to build empathy across lines of division. Whether you're a nonprofit, educator, faith leader, donor, or policymaker, this framework helps answer a vital question:
How do we bring people together without flattening their differences?
Learn More
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