Biker Unity, Clever Persuasive Strategy by Harley-Davidson Australia, or both?
Why Bikers Share a Unique Sense of Unity
Most people know that biker community identifies with each other and have a camaraderie between them. Bikers greet each other on the road when passing and help each other when broken down on the side of the road. A mutual respect for the appreciation of the motorcycle, the thrill of riding, a sense of adventure, the fact we choose to be more vulnerable when travelling or how we brave the elements, seems to unite us in a motorcycle culture.
The Science of Persuasion: The Unity Principle Explained
This principle from the science of persuasion highlights that we are more likely to agree with others who we consider one of us. It is a sense of community. Situations where you could describe yourself and others as ‘we’.
Motorcycle enthusiasts gather at the end of the United We Ride event
How Riding Together Strengthens Community Loyalty
Unity doesn’t only help us cooperate more easily; we also become more loyal to those involved.
Acting together is also an activator of Unity. Perhaps you’re starting to realise now that bikers going on a ride together enhances that feeling of Unity.
Harley-Davidson’s “United We Ride” — A Masterclass in Marketing
Often, even larger corporations take an action that is perfectly in line with the use of ethical persuasion, but it is not because they understood the science; it is an isolated event where, psychologically, they got it ‘spot on’. That is great for that moment, but when our teams don’t truly know or understand the science, countless opportunities slip through our fingers as we don’t consistently and optimally apply ethical persuasion science to reach our goals.
A passion for motorcycles on display with custom Harley-Davidson’s motorcycles
Knowingly designed with a full understanding of persuasion or not, when Harley-Davidson Australia organised the UNITED WE RIDE event, in which countless motorcycle groups across Australia and New Zealand ALL STARTED TO RIDE at the same time… Harley-Davidson marketing displayed a great activation of the Principle of Unity.
This will see riders feel good about each other and Harley-Davidson, and be more loyal to the Harley-Davidson brand.
How Harley-Davidson Communicated and Activated Unity
Doing good — whether as a business or as an individual — can naturally make us more influential with the people around us. Whether the words used on the United We Ride website came from genuine passion for the motorcycle community or were deliberately crafted with the principles of influence in mind is ultimately irrelevant. Either way, what was communicated was genuine, truthful and ethical.
Let’s look at what Harley-Davidson published on the United We Ride website. I’ve highlighted in bold the persuasive elements that particularly help communicate and activate the principle of Unity:
United We Ride
Founded in Australia & New Zealand in 2025, United We Ride is more than just a ride – it’s a movement. A show of unity, community and support. We are proud to have you on board for year two, as we continue to grow this movement and creating lasting impact.
As riders, we’ve always been the first to lend a hand. That’s why we’ve proudly partnered with The Salvation Army as our official charity partner for Australia and New Zealand.
As a show of unity, all rides will leave at exactly the same time across Australia and New Zealand. We ride as one. United We Ride
Inviting All Riders, Not Just Harley Owners
Bikers gather to hear the safety briefing before going on the United We Ride drive to Melbourne CBD
In my opinion, here comes the added twist I love: Harley-Davidson didn’t make this a Harley-Davidson-only event! ALL BIKERS were invited, and many did. I’m sure they loved the ride, but because of this Harley-Davidson strategy, they also subconsciously developed a positive association with Harley riders and Harley-Davidson. May this turn some towards owning a Harley in the future? You bet!
A Strategic Charity Partnership: A Stroke of Influential Genius
The decision by Harley-Davidson Australia and New Zealand to support a charity through United We Ride is not only a wonderful initiative that benefits the community; it also brings with it a substantial dose of beneficial influence among existing Harley-Davidson riders and potentially those considering the brand. In Episode 21 of Ethical Persuasion Unlocked (release date 15 September), where I interviewed Kirrily Graham of Dovetail Social Enterprises, we explored the many ways a strategic charity partnership can create a genuine win for the charity, the community and the business supporting it.
Harley-Davidson’s support of The Salvation Army provides a particularly interesting example because several principles of persuasion can operate alongside Unity.
- For riders who value the work of The Salvation Army, Harley-Davidson’s contribution to a cause they care about can create a sense of Reciprocity — goodwill towards an organisation that is helping something important to them.
- Supporting a shared goal of making our community better can also increase Liking, because similar values and goals tend to bring people closer together.
- When motorcycle riders see thousands of other riders rallying behind the event and its cause, Social Proof becomes relevant too: people like them are participating and demonstrating that this is something worth supporting.
- And while Harley-Davidson riders may sometimes be stereotyped by outsiders as a somewhat rougher crowd, the involvement of an established and respected organisation such as The Salvation Army can add legitimacy and credibility to the event, bringing an element of Authority into the mix.
Add these principles to the powerful sense of Unity already created by the Harley-Davidson community, and one charitable initiative can engage several powerful mechanisms of ethical influence at the same time.
Motorcycle riders gather as a custom Harley-Davidson is revealed and started
From BBQ to Custom Bikes: Ethical Persuasion Accelerates
In Melbourne, the ride ended at the Melbourne store of Joe Rascal, where the ethically persuasive efforts were beautifully deepened. A BBQ, free soft drinks, live music, a barber and tattoo artists(!) awaited the riders. A lovely way to end the ride, but also a lovely activation of the Principle of Reciprocity. Joe Rascal owner James Tonna gave an appreciation talk, complimenting riders on their turn-up and participation, which would have activated the Principle of Liking. This led to the reveal of two amazing custom bikes, for which the crowd gathered around and admired.
Free services as a gift at the end of a Harley-Davidson Australia and New Zealand event
Long-term effort for Brand Loyalty
I can’t do more than take my hat off to Harley-Davidson Australia and Joe Rascal Melbourne. There is a good chance the ride and the party at the end of it came from a place of wanting to help a charity and have a fun event. Often it is this genuine interest in people and care for people that activates persuasive engines that circle back and benefit us later.
Of course, I hope that a deep understanding and confident application of the science of persuasion is present in Harley-Davidson, but my experience shows that many corporations may have an idea about some of the principles but rarely use them consistently, or in the most effective ways. Meaning successes are still being lost every single day. Also, a culture of ethical persuasion needs to be cultivated and grown throughout the organisation so that everyone understands the efforts made in communications and actions, from leadership to the sales staff on the showroom floor in this case.
2913 riders participated across Australia and New Zealand, and together raised around AUD 120,000 for the Salvation Army in 2025. In 2026, 2507 riders participated. It was supported by Michelin, MotoGP and Quadlock.
