Why Wonder

Why Wonder

We believe, do good, and do it as quickly as possible.

Do good — and do it as quickly as possible: that’s the mantra that drives Wonder. We’re experts in messaging, storytelling, psychology and opinion research. We believe curiosity and smart research create amazing, breakthrough moments to make the world a better place. We also understand that human beings are heartwired — that emotions, identity, values, beliefs and lived experiences shape our decisions on complex social issues — and use that knowledge to help our partners create social change.

A Letter From Robert Pérez

Wonder’s Founder and Chief Exploration Officer

Years ago, I was working with advocates to boost Christians’ acceptance of LGBT people. It sounds difficult now, so think of how impossible it felt back then. Except it wasn’t impossible — but it did require a new approach to social-change communications.

Working with my colleagues in public-opinion research and psychology, our research uncovered a conflict that many Christians feel: they cared about the LGBT people in their lives, but they worried about staying true to their church’s teachings.

The traditional approach to communications hammers audiences with messages that ignore this conflict, eventually writing conflicted audiences off as a lost cause. We were able to create a messaging strategy that helped Christians manage their conflict, bringing them to our side and garnering wins on issues like the freedom to marry for same-sex couples.

I founded Wonder to help other changemakers make progress on complex social issues using the same approach. Using smart research, we can uncover our audience’s conflict, help them manage it, and make the impossible suddenly become possible. — Robert

Insights + Strategies for Change Makers


We work with change-makers to discover their brands. We use the word “discover” because powerful and authentic brands don’t come from the heads of consultants, but from the hearts of the people who are doing the work and living the brand every single day.

  • Brand Stories
  • Elevator Pitches
  • Names & Taglines
  • Design & Logos


Wonder strategists have developed message strategies to make progress on some of the most pressing issues of the day — from winning the freedom to marry for same-sex couples in the U.S. to stemming violence by treating it like an infectious disease.

  • Message Testing
  • Organizational Messaging
  • Message Strategies
  • Talking Points
  • Content Development


Stories have the power to shape your audiences’ beliefs and attitudes in a way facts alone cannot. We develop storytelling strategies to help you reach your most important milestones and metrics — from fundraising goals to policy change.

  • Character & Story Development
  • Fundraising Pitches
  • Story Collection
  • Story-Driven Graphic Design


Smart research uncovers crucial insights about how to persuade your audiences, leading to breakthrough moments on your issue. We are making audience research available and affordable for all changemakers.

  • Online Listening
  • Community-Listening Sessions
  • In-Depth Interviews
  • Media Audits
  • Pop Culture Audits