2nd February 2021
Wholesomeness
We’re embracing kindness in the face of growing cynicism about the world’s woes. The wholesomeness movement is a coping mechanism for the internet’s increasing toxicity, grounded in inclusivity and goodwill instead of any moral imperative. Society is gravitating toward mood-enhancing content – from puppy videos to positive affirmations and funny TikTok videos. Genuinely kind celebrities like Keanu Reeves and Mr. Rogers are social media’s new heroes.
Post-ironic memes are today’s currency. These images have become an escape from real life’s drudgery and uncertainty. Regardless of backgrounds or beliefs we seek to create a new, less confrontational wave of viral content. Anxious times call for happier storytelling that gives people an emotional boost. Consumers are searching for optimism through brands that reject pessimism and convey wholesomeness.
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Snoring 20's
We’ve turned into homebodies. This decade is primed to become the Snoring 20’s instead of the Roaring 20’s, a decade marked by indulgence and exuberance a century ago.
Washing
Washing is when brands disingenuously capitalize on public sentiment around topics like #BlackLivesMatter, environmentalism, and LGBTQ rights to push their products and services.
Cancel Culture
Cancel Culture has flipped the power of authority figures and celebrities to the marginalized and often voiceless. It played an important role in conclusively shutting down Bill Cosby and Kevin Spacey.