A revolutionary new understanding of identity, showing how our group affiliations have a powerful influence on our feelings, beliefs, and behaviour, that can inspire both personal change and social movements.

Praise for The Power of Us:

'The Power of Us is a fascinating journey into the science of identity. If you've ever struggled to understand why people join cults or mindlessly conform -or wondered how to build great teams and influence better choices - this is the book you need.'
Charles Duhigg, author of Smarter Faster Better and The Power of Habit

'The Power of Us assesses the influence of tribalism on our actions and specifies ways to turn the force from destructive to constructive. A truly important book.'
Robert Cialdini, author of Influence and Pre-Suasion

'The Power of Us is a a fascinating journey through the science of identity, showing how our shared affiliations can both make us susceptible to groupthink and be a force to improve our decisions ... if we know how to harness them.'
Annie Duke, author of How to Decide and Thinking in Bets

'As American politics shifts from fights over ideology and policies to conflicts over basic identities, we increasingly need help from social psychologists to understand what is going on. The Power of Us is an excellent resource.'
Francis Fukuyama, author of Identity

'Jay Van Bavel and Dominic Packer explore humanity's complex relationship with identity through research that examines how an individual's self is derived from their social groups - challenging our understanding of power and influence all while offering relevant ways for using their findings to our advantage.'
Arianna Huffington, founder and CEO, Thrive Global

'In the twenty-first century, politics and social life have shifted to become ever more about identity. Those who read this book will understand the deep psychology of identity and will therefore be less bewildered and more successful - not just in politics but in leadership of any kind, and even in the whirling identity pool of social media.'
Jonathan Haidt, author of The Righteous Mind and co-author of The Coddling of the American Mind