Understanding the Appeal of Divisive Leaders

In the wake of every election cycle, there’s a question that perplexes many of us: Why do controversial leaders, like Donald Trump, find success at the polls, despite holding traits or views that many people find offensive?

I think that the answer is complex, as it touches upon psychology, society, and the relationship between leaders and the people they serve.

This isn’t about agreeing or disagreeing with Trump specifically – so I’m making no political points one way or the other; rather, it’s an exploration of why candidates with polarising personalities and divisive opinions—who often seem “unfit” for high office to some—can resonate deeply with others. And before all the Brits get too smug, we had our share of these characters as well!

Here are a few of the reasons I believe we see these outcomes:

1. Fear

In times of instability, whether economic, social, or political, people are drawn to leaders with a clear, assertive voice. Uncertainty breeds fear, and makes most humans seek security and simplicity. Even if a leader’s persona is offensive (to some), people are willing to trade some rough edges for someone who “tells it like it is.” Leaders like Trump project confidence, certainty, and a sense of control, providing a refuge for those tired of ambiguity and wary of compromise. You might argue that Thatcher and Johnson did this in the UK.

2. Being a “Character”

Like it or not, charisma plays a role. People want leaders who amuse and entertain them, and potential leaders who can perform in this way can enjoy their other character flaws being overlooked. Furthermore, when a candidate positions themselves as an outsider to the political system—someone who will “shake things up”—they resonate with voters frustrated by the status quo. Isn’t that what happened in Brexit to some extent? Trump’s positioning as an outsider, someone who would fight against the establishment, is compelling, particularly to those who felt their voices are unheard by traditional politicians.?

3. The Power of “Relatability” (Even if It’s Flawed)

Surprisingly, imperfections can humanise leaders. None of us have forgotten Boris Johson’s hair or slightly shambolic style (even if both were deliberate). People don’t always want the “perfect” candidate, as perfection feels out of touch with their own struggles. Leaders who reveal their flaws, even controversial ones, can become relatable; somehow more human. Some voters see these imperfections and think, “If they can lead despite their flaws, so can I.” In the case of Trump, I think many admire his willingness to share uncensored opinions, believing it made him more real—even if it is at times offensive.

4. Tapping Into Base Emotions: Anger, Fear, and Hope?

Politicians often succeed when they tap into the emotional undercurrents of their time. I’m not sure Trump created anger or fear among his base; I think he tapped into feelings that were already there. For some voters, he symbolised hope for a future where their concerns would be prioritised. Didn’t Farage do this in the UK? This emotional appeal is powerful enough to offset any discomfort with his personality traits. Emotion is a stronger driver than we often give it credit for, especially when it’s harnessed effectively. As humans, we are nowhere near as rational as we think.

5. Social Media and the “Echo Chamber” Effect

I’m no expert in media and communications, but I think social media has changed the landscape, amplifying polarising figures and creating echo chambers that reinforce certain viewpoints. The algorithms give us more and more of what they think we want and if social media is a primary news channel for us, we don’t get much exposure to views that aren’t like our own. A “strong” candidate generates engagement, whether positive or negative, which can then generate more of its own.

6. A Yearning for Clarity

Voters often seek leaders who offer simple, decisive answers—even if the realities are complex. It’s not long ago that in the UK, people were talking about getting Brexit done, and that includes people who voted against it! A candidate who promises swift, assertive action without getting bogged down in details can be appealing. When a leader like Trump proposes bold, straightforward solutions, many are willing to overlook potential flaws in his arguments, and the inconvenient counter-arguments buried in the detail, for the promise of immediate action, especially if they feel the government has been stuck in a cycle of inaction.?

What This Means for Leadership

This phenomenon isn’t just limited to the political realm; as business psychologists and coaches, we see similar dynamics in the business world.

Leaders who are unapologetic, divisive, and direct are often the ones who break through, build followings, and drive change—even when their personalities are questionable. This is why we argue that in-depth assessments are so important: they can uncover the things that we are not willing to see.

My Final Thoughts

It’s easy to dismiss controversial leaders as mere anomalies or attribute their success solely to sensationalism. It’s easy to demonise the people who vote for them or call members of what we see as another tribe stupid or ignorant. But doing so risks missing the broader lesson about human psychology and what people value in times of upheaval. Leaders who succeed, especially questionable ones, have often tapped into powerful emotional undercurrents, have relatable traits, and have positioned themselves as voices for change.

Whether we agree with them or not, understanding their appeal can provide valuable insights into the shifts in society—and the evolving characteristics of leadership in organisations.?

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