Populists are winning arguments that sane politics should be winning easily. Why? Because mainstream parties optimise for voters that already agree with them. Every digital solution incentivises them to feed ideas back into the groups that already hold them, at higher and higher intensity, while everyone outside sees nothing at all. In the short term it gets votes and donations. Campaigns read it as success because the numbers go up. What's really happening is that everyone outside sees nothing at all. They’re shrinking their total accessible audience and leaving a gap for populists and political entrepreneurs who know how to make themselves culturally relevant beyond political echo-chambers.

Brand managers hit this wall years ago and they're working their way out of it. Politics still hasn't realised it yet. On this panel, private-sector marketers sit down with political strategists and creators to work out what doing data right actually looks like: how you expand and retain supporters at the same time, and how you do it on a real budget. We'll look at what it takes to reach people who aren't following politics at all, why niche creators get further than official channels and the question nobody wants to answer: how do you prove a campaign moved people outside the tent rather than just raising the temperature inside it?