Behavioral Governance: The New Reality of Politics
Behavioral Governance: The New Reality of Politics
March 1, 2025
The 2024 edition of the Corporate Governance Masterclass introduced a groundbreaking concept: behavioral governance. It focused on human behavior and the role of behavioral sciences in governance.
Did you see the footage from the Oval Office meeting between President Trump, Vice President Vance, and President Zelensky? It was pure emotion. Rationality was nowhere to be found, and facts didn’t matter. Trump insisted, against all evidence, that Zelensky had never thanked the U.S. for its support.
We live in an era where emotions govern. People who rely on facts and logic are losing ground to those who can tap into emotions. Politics is no longer about the brain; it is about the heart. It is not about content but how you make people feel.
This reminds me of a Dutch article explaining why left-wing parties keep losing elections: Waarom links steeds verkiezingen verliest en nee niet omdat de kiezer links niet begrijpt (Why the Left Keeps Losing Elections). The key takeaway? Elections are won by connecting with voters’ gut feelings, not by presenting complex arguments.
Now, you might think I am talking about the U.S. or the Netherlands. But no—I am talking about Cura?ao’s upcoming March 21, 2025, elections. Content does not matter. The ruling party has yet to present a program. Only two of eight parties have one, but programs are more irrelevant than ever.
What matters is belonging. One party understands this better than anyone else. They host carnival parties, distribute t-shirts and cash, and create a euphoric, feel-good movement. Any party still hoping to win seats must offer an alternative feel-good experience.
Good, substantive stories will not cut it. It is not that 50% of the population has only practical education, that 30% live below the poverty line, or that 80% survives on less than 3,000 guilders a month. There is too much information and too much complexity. People want a simple story that makes them feel good.
The lesson for political campaigns? If you cannot make voters feel something, you have already lost.
Please attend our masterclass, and we can talk about this. https://www.universityofgovernance.com/master-class
Miguel Goede