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A flag went up in the park across the street a couple of weeks ago.
At first, my wife and I weren’t sure why. Was it for the women’s rugby? A football match? Deep down, we suspected something darker.
A neighbour soon confirmed what I feared. People were putting up flags to “claim our country back.”
In this email, I've tried to veer away from the politics and towards the insights. It's been a hard one to write, but it's an important one.
Because here’s the uncomfortable truth: the strategic genius of the far-right adopting the English flag as their symbol is undeniable. And it holds a lesson for anyone trying to build a movement.
Let's dive in...
Gene Sharp is an American political scientist, he passed away in 2018 days after his 90th birthday. He founded and ran the Albert Einstein Institution, a non-profit organisation dedicated to advancing the study of nonviolent action – a topic he spent his life working on.
I first came across his work while studying my Anthropology Master's. I took a module on activism and our lecturer was particularly keen on him.
Sharp has two notable publications work checking out:
His work is often credited with influencing struggles worldwide, such as the Arab Spring, and is studied by activist groups (left and right) worldwide.
Gene Sharp lists displaying flags and symbolic colours as one of the easiest and most compelling tactics available for movements to use.
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It may feel overly simple, but that’s the point.
The simplicity offers a low-cost, high-impact rallying call. This means it spreads fast and far (just like we’ve seen here in the UK).
Why this works
Psychologically, this hits so many notes. (And is what makes me nervous about the current situation.)
1. It feels big
A flag on a lamppost tells passers-by that a movement is happening, and implies it's widely supported. Psychologists call this social proof: the sense that if others are doing it, it must be worth noticing. This must be visible to work.
In a day, two people lined all the main roundabouts in our town. Despite only being two people, it feels like everyone.
2. It turns ideas into identity
Colours and symbols give people an easy way to say “this is who I am” without words. That’s the power of social identity theory: groups are built on visible signals of belonging. A ribbon, a badge, a colour. Each turns belief into a badge of membership.
3. It spreads because it’s simple
Complex ideas are hard to share. But a colour or shape is easy to copy, repeat, and spread. Behavioural science calls this processing fluency. We trust and adopt things that are easy to grasp. That’s why movements choose bold, simple symbols.
4. It proves commitment
Public symbols aren’t neutral. Putting one up means staking a claim and taking a risk. That’s why psychologists talk about costly signalling: when people see you wear the badge or fly a flag, they know you mean it. Commitment attracts followers.
5. It marks territory
Flags aren’t just symbolic. They’re territorial. Plant one and you’ve claimed the space. This plays into the endowment effect: we value and defend what we feel is ours. Symbols don’t just communicate identity; they draw boundaries.
That’s also why many flags are being taken down, as locals reclaim their community and stand against the perceived meaning of the flags.
Case study: Humanise
Source: It's Nice That
One of my favourite examples of this idea is Heatherwick Studio’s war on boring buildings.
They argue that faceless buildings make us more stressed, more angry, more scared, and more divided. They're working to bring joy and happiness back into our cities.
Their campaign, Humanise, uses a simple logo that anyone can sketch. Designed by the masterminds at Uncommon Studio, the icon is deliberately unpolished and simple. Giving it the potential to spread and for anyone to use it.
You may not have heard of the movement. But they have an 11.3k following on Instagram, a book published by Penguin, and have featured on the BBC.
As purpose-driven people & brands, you stand for something.
Maybe you’re Tony’s Chocolonely, fighting slavery in cocoa. Maybe you’re One World Together, challenging how charitable funding is distributed. Maybe you’re Paynter Jacket, tackling waste in garment production.
Whoever you are, the question is the same: What’s your flag?
It doesn’t have to be fabric on a pole. It could be a colour you consistently own. A badge your supporters wear. A symbol that appears on packaging, in email signatures, on stickers, on social posts.
Whatever it is, make sure it’s visible, repeatable, and ownable.
Here's a few prompts to stir your creativity:
What’s the simplest visual cue that signals belonging to our cause?
How can we make it easy for people to use and share it?
Would someone seeing it in the wild instantly know: “That’s us”
The flags being put up around us in the UK are a problem.
Sure, the people flying them might want to "bring back patriotism once and for all” - whatever that means… 🤷🏼‍♂️
But it’s impossible to ignore the fact that those flying the flag are often the same people protesting asylum seeker housing, the same people marching against immigration, and the same people inciting violence.
None of that is acceptable.
We all crave safety. I'd go so far as to say that is even what these flags are about. But safety comes from compassion, love, and empathy. So let's campaign for more of that.
If you’re struggling with the state of the world right now, know you’re not alone. I’m always open to talking. Whether you’re craving something to rant at or you want a sparring partner to design a movement, hit reply. I’m listening.
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Join purpose-driven founders, marketers and changemakers learning how to use storytelling and behavioural insights to spark change in business, the world, and themselves. 5 minutes, every week.