What if we stopped thinking about audiences as demographics and started seeing them as heroes of their own stories? In this episode of What If We?, guest host, Sheri Klein, Senior Director of  Research and Strategy at RALLY, sits down with Principal Hillary Moglen and Riki Conrey, Principal Scientist at Harmony Labs, to unpack how audience identity shapes persuasion.

From the shows we watch to the personal conflicts we face, our media choices reflect more than just preferences; they reveal our values, aspirations, and worldviews. Together, Hillary and Riki explore how advocates and communicators can move beyond “reaching everyone” to instead meet audiences where they are, address their concerns, and craft stories that resonate deeply.

They also share why the “movable middle” isn’t about convincing people to agree, but about understanding their internal conflicts and helping them see the choices in front of them.

If you’ve ever wondered how to tailor messages that move people toward shared understanding and action, this episode offers both the art and the science behind it.

In This Episode:

• What “audience identity” really means.
• How the shows we watch reflect our values and worldview
• Why advocates should explore different media segments to understand different audiences
• The biggest mistake communicators make: trying to “reach everyone”
• How to think about the “movable middle” through the lens of identity and conflict
• Why conflict is not something to avoid—but to embrace as a path to persuasion
• What the future of audience engagement looks like in an era of AI and changing media habits

About RALLY:

RALLY is an advocacy communications firm that works with foundations, nonprofits, businesses, and campaigns to change the way people think and act around today’s biggest social and political challenges.

Where you can find us:

• wearerally.com
• Follow us on LinkedIn
• Follow us on Instagram

Do you have an idea for an episode or want to connect with us? Say hello at [email protected].