Scott Shane from The New York Times looks the reasons why people spy and how these reasons have changed since the 1940’s.

Apparently a new Defense Department Study is showing that “divided loyalty, usually on the part of a naturalized Americans with roots in a foreign land, has become the dominant motive.”

From 1947 to 1990 the study found, few than 1 in 5 Americans charged with spying were acting solely or primarily out of patriotic as opposed to ideological loyalty to a foreign country. Since 1990, according to the study’s author, Katherine L. Herbig, divided loyalty has been the sole or primary motive in about half the cases.

This profound shift raises serious and troubling issues for a country that is a “melting pot” nation.

Why should brands pay attention to this disturbing shift?

1. The concept of allegiance whether it be to a country, brand or cause is a powerful force and exerting itself in unexpected ways. There are all sorts of new and mitigating kinds of allegiances that consumers/citizens are forming. Although spys are at the extreme, extreme end of the spectrum, their criminal behavior says a lot about larger cultural change and change to come.

2. New Web-based communities based on shared beliefs or practices around, let’s say, a powerful cause like sustainability are trumping traditional allegiances.

3. The failure of government also erodes traditional allegiances.

4. The Web allows “redistricting” based on share beliefs and goals—it’s power shouldn’t not be underestimated. The enables a new kind of geography.

A few fast thoughts.