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In this episode we talk to Tamsyn Hyatt, Director of Evidence at Frameworks UK, and talk about how strategic communications can drive meaningful social change. With a rich background spanning history, law, science, and activism, Tamsyn has dedicated her career to making complex social issues understandable through the power of framing and narrative.
The conversation unlocks what framing actually means in practice—making deliberate choices about how we communicate ideas to tap into different ways of thinking that already exist within all of us. Tamsyn introduces us to "cognitive polyphagia," our ability to hold contradictory understandings of the world and toggle between them depending on context. Through concrete examples like reframing justice in England and Wales, she demonstrates how positioning the rule of law as an enabler rather than merely preventative builds stronger public support.
At the heart of this episode is Frameworks UK's groundbreaking "Moving Mindsets" project, which maps the deep patterns of thinking people use to reason about health, wealth, and government. Their research reveals we're at an inflection point where individualism remains dominant but is being challenged by more systemic mindsets. Most excitingly, they've discovered that mindsets cluster together, with certain "linchpin mindsets" activating others within the same cluster.

Listen now to discover how understanding and shifting mindsets could be the key to building a more just and sustainable world.

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