8 Strategies Used by Divisive Entrepreneurs to Exploit Societal Vulnerabilities

A new report by the Center on International Cooperation (CIC) at New York University (NYU) highlights how the noticeable surge in hate, polarization, and disenfranchisement observed globally is no accident; it is deliberately fueled by the agendas of those who stand to benefit from it. We must quickly recognize the tactics of “strategic division” so we can expose, anticipate, and ultimately address the underlying incentives driving them.

While strategic division is often localized and context-dependent, below we outline eight telltale signs from the strategic division playbook.

1. Adversarial narratives: “us versus them,” “me versus you”

When you come across messages that frame issues as an “us versus them,” that’s a clue it’s likely designed to divide us. A hallmark of divisive narratives is presenting society in deceptively simple terms, with an “in-group” portrayed as victims of the “out-group,” which is often depicted as dangerous, immoral, or responsible for societal problems. Think of familiar examples like “immigrants versus ‘hard-working people,’” “workers versus climate activists,” or “gender ideology versus family values.” It conceals the reality that we don’t fit into binary categories but coexist with complexity—varying levels of difference, commonality, agreement, and disagreement.

2. Use of identity politics to divide 

One of the most common ways to divide society is by pitting identities against one another—whether it’s our race, faith, nationality, or gender—and promoting a narrow, non-intersectional viewpoint. This tactic keeps us focused on blaming one another and protects the economic, social, and power structures that benefit a few at the expense of the majority. 

3. The “out-group” changes depending on the needs of the moment

Notice how the target of blame often shifts over time? The “out-group” can expand or change based on political needs, shifting from various foreign threats to internal threats or a mix of both. The “out-group” often includes less economically and politically resourced communities and those explicitly challenging injustice. 

4. Exploiting fear and insecurity

When a narrative makes you fear your neighbor, it’s likely designed to divide. Narratives that frame certain groups as existential threats exploit fear. It is a powerful emotion that can simultaneously encourage a sense of hopelessness and, in others, bolster support for authoritarian figures by offering a false sense of security. Dismissing those who buy into these narratives as simply hateful overlooks an important fact: their fear, whether justified or not, is real. This fear, whether we like it or not, is used to drive wedges between communities. We risk reinforcing the idea that progressives are uncaring and allow divisive entrepreneurs to be the only ones speaking to people’s fears and insecurities.

5. Presenting everything as a zero-sum game

Equality is framed as a zero-sum game, suggesting that realizing the rights of some will necessarily take from another, or simply that if the state is addressing an issue, then it comes at the neglect of another. This frame encourages a worldview of competition, scarcity, and individualism. The narrative of “losing out” resonates with many as it emerges when economic insecurities are already present, as well as fears of being left behind as many societies are rapidly changing. By framing issues as mutually exclusive, these narratives make it difficult to support one cause without being seen as opposing another, often redirecting frustration towards marginalized groups.

6. False representation of “the people”

Many politicians claim to represent “the people” or “the silenced majority,” using populist rhetoric to position themselves against “the establishment” or portray their views as reflecting community concerns. However, this rhetoric often proves disingenuous, as their proposed solutions usually involve consolidating power and resources among a few. 

7. NEVER talk about inequality 

A key sign of strategic division is what remains unsaid and who avoids responsibility. Since 2020, the wealth of the world’s five wealthiest men has more than doubled, while five billion people have grown poorer—a shift driven by government policies and international financial architecture. It is a red flag when blame is placed on minority groups instead of addressing who benefits from extreme inequalities. Beware of political gestures that attack minority groups while neglecting meaningful reforms like progressive taxation and expanded social safety nets, as these are often distractions from addressing real issues.

8. Using digital communication technologies to create divisions

Manipulating public opinion through social media and digital technologies has become alarmingly common, often aimed at destabilizing societies. As the old adage goes, we are weaker when divided. Both foreign and domestic actors foster polarization by posing as ordinary citizens on opposing sides and using inflammatory rhetoric to deepen existing divides. Technology typically used to track consumer behavior is now weaponized for targeted disinformation and tailored messaging, and actors can further amplify this content through paid promotions and bot farms, creating a deceptive illusion of more intense disagreement. 

At the policy level, these divisive strategies pave the way for rolling back hard-won rights and existing legal frameworks while undermining efforts to implement inclusive and sustainable policy agendas. This rhetoric can translate into detrimental policies at the domestic and international levels, posing a significant threat to social cohesion, solidarity, and democracies. 

Ultimately, this is nothing new. For centuries, elite actors have used “divide-and-rule” strategies to sow discord and maintain power and resources. 

What now?

While policies to create peaceful, just, and inclusive societies are important, policymaking is as much about winning the battle of hearts and minds as it is about delivery.  

We are not limited by their tactics. Progressive messaging often gets stuck in defeating strategies—using zero-sum framings, crisis, and threat language, or relying on legal and statistical jargon, which can alienate wider audiences. Along with condemning hate and prejudice in all forms, to rebuild trust and counter polarization, we need to go a step further and craft compelling narratives about the future and show how policies are steps towards achieving it.

Call out strategic division when you see it! Increasingly tested messaging shows that clear explanations of how divisive tactics distract from policy failures or harmful choices and identifying those who use these tactics are effective. Leaders must not only call out hate speech but also strategic division as a form of disinformation. This approach undermines efforts to sow discord by exposing and, therefore, potentially inoculating the public about their tactics rather than engaging in direct conflict on their terms.

Want to learn more? Check out our new report, “From Rhetoric to Reality: Uncovering Strategic Division and the Linkages Between Polarization and Inequality,” on the CIC website.

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About the Center on International Cooperation (CIC):

The Center on International Cooperation (CIC) is a nonprofit research center housed at New York University. For over two decades, CIC has been a leader in applied policy that links politics, security, justice, development, and humanitarian issues. CIC’s mission is to strengthen cooperative approaches among national governments, international organizations, and the wider policy community to prevent crises and advance peace, justice, and inclusion. Learn more at cic.nyu.edu and @nyuCIC.

About the Pathfinders’ Grand Challenge on Inequality and Exclusion:

The Pathfinders’ Grand Challenge on Inequality and Exclusion is a cross-regional alliance of countries, civil society, and multilateral partners seeking to identify practical, politically viable solutions to combat inequality, exclusion, and divisions at the national and international level, and advocating for the achievement of the 2030 Agenda targets for more equitable and inclusive societies (SDG16+). Learn more at sdg16.plus/inequality-exclusion.