Unity
People are more influenced by those with whom they share a sense of common identity or purpose.
Why it works
Based on Cialdini's seventh principle of persuasion (2016), unity goes beyond similarity to create shared identity and common purpose. When people feel 'we-ness' rather than 'me-ness,' resistance to influence decreases dramatically. This activates collective identity and makes people feel part of something meaningful, increasing cooperation and trust (Cialdini & Goldstein, 2004).
Application examples
Email Campaigns
Together, we're building a more sustainable future - one purchase at a time
We're all in this entrepreneurial journey together - here's what's helping us grow
Product Pages
Join our mission to make healthy eating accessible for everyone
We're building this together - every customer shapes our next innovation
Landing Pages
Together, we're changing how teams collaborate - be part of the movement
Join 50,000+ professionals working toward the same goal: better productivity
Social Media Ads
We're all trying to balance work and family - let's make it easier together
Fellow change-makers, let's build something better for our kids
Push Notifications
Our community achieved 1M trees planted - you helped make this happen!
Implementation tips
- Identify genuine shared values or purposes with your audience, don't manufacture them
- A/B test 'we' vs 'you' language - collective pronouns often increase engagement
- Create opportunities for customers to contribute to shared goals or causes
- Highlight collective achievements and community impact regularly
- Build genuine community features, not just marketing messaging about community
- Use shared challenges or enemies to unite your audience around common purpose
eCommerce fit
High Highly effective for building brand loyalty and customer lifetime value. Particularly powerful for mission-driven brands and community-based products in e-commerce environments.
Caution
Ensure unity messaging reflects genuine shared values, not manufactured connection. Avoid creating unity around negative emotions or exclusion of others. Don't claim shared identity without authentic common ground. Be inclusive in unity messaging to avoid alienating potential customers.
Best for products
- mission-driven-brands
- b-corp-companies
- community-platforms
- social-causes
- environmental-products
- collaborative-tools
Keywords
- together
- we
- our-mission
- shared
- collective
- community