See the World as It Is: Why Understanding Public Sentiment Matters More Than Ever
The boundaries between how people think, feel, and act are dissolving. What once lived in distinct silos — consumer behaviour, political attitudes, workplace expectations, social values — is now part of a single, interconnected mindset shaped by uncertainty and a growing sense of precarity.
People are making choices in a world that feels more chaotic, less predictable, and harder to navigate. Economic strain, cultural tension, geopolitical instability, and rapid technological change are shaping not only what people buy or who they vote for, but how they interpret the world around them.
For leaders in business, government, and civil society, this is creating a new kind of challenge.
Decisions that once seemed straightforward now feel riskier. Messages that might have landed easily five years ago can fall flat or backfire today. Assumptions about what people want or expect are no longer reliable.
In this environment, clarity is becoming a strategic asset.
That is the lens through which I see the world evolving. And it is the foundation of the work we do at Abacus Data.
Our mission is simple: help organizations understand people as whole human beings, not just as consumers or voters or stakeholders.
When we study public opinion, we are not just measuring attitudes, we are mapping mindset.
We are tracking how people make sense of a world that feels unstable, and how that sense-making shapes their choices, behaviours, and expectations.
This is no longer just public policy data or market research. It is public sentiment intelligence.
Team Abacus Data combines rigorous polling with behavioural analysis, generational insight, and narrative framing to give leaders a deeper understanding of where people are today and where they are heading next. We help organizations anticipate risks, identify opportunities, and communicate in ways that resonate across every part of people’s lives.
The line between markets and public mood is disappearing. What people believe about the economy affects how they spend. What they think about institutions affects how they engage. What they feel about the future affects what they demand from leaders.
In an age defined by precarity, understanding sentiment is not a luxury. It is essential for making decisions with confidence and building trust with the people who matter most.
This is the work our team does every day. And as the world becomes more uncertain, the value of understanding how people see that world — and why — becomes even more important.
David Coletto is founder and CEO of Abacus Data. Subscribe to his personal substack and tune in every week on his politics podcast over at the Hub Canada.