COUNTRY CODE: global
The new rules of social
In 2020, everything we’ve known – from daily routines to long-term ambitions – has been disrupted beyond recognition. In the face of an increasingly visible and vicious climate crisis, a global pandemic, and a civil rights movement, the global population has been forced to face the cracks in our society’s established order of business, and reassess what’s important as we grapple with an uncertain future.
Social has played a central role in the theatrics. With lockdown shaping much of our experience in early 2020 – at its peak, the first wave of Covid-19 saw over 3.9 billion people confined to their homes – the role of digital tools and communications have been pulled into even greater prominence.
As a result, our relationship with these channels – how we use them, and how we feel about them – has undergone an irreversible transformation. TikTok has evolved from perky underdog, to mainstream platform du jour, to international security risk. Instagram has established itself as a legitimised hub of education and advocacy, alongside aspiration. Digital spaces like Fortnite and Strava have levelled up as social platforms in their own right.
In some instances, inertia has been overcome; live content, shopping via AR and paying to customise an avatar are all behaviours that have entered the mainstream. But deeper systemic issues in these technologies