Report: Identity Vulnerability

The theory of Identity Vulnerability describes the motivational and personality characteristics of individuals who may be susceptible to violent ideologies. The ‘MPOWER Projects seeks to use theory, prior academic research, and original empirical research to create brand marketing-style campaigns that can appeal to Identity Vulnerable individuals and help turn them away from potentially violent ideologies. In this report, we describe Identity Vulnerability as an audience theory and explain why Identity Vulnerable individuals can be receptive to being recruited to extremist causes. We then provide an overview of the original research that we have conducted in order to gain a better understanding of the preferences, goals, motivations and challenges of Identity Vulnerable individuals. The insights gained from this research will help The ‘MPOWER Project create a positive alternative messaging campaign that supports identity empowerment and seeks to present a positive alternative path of significance.