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The Social Reset in 2020, Everything We’Ve Known – from Daily Routines to Long-Term Ambitions – Has Been Disrupted Beyond Recognition

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The Social Reset in 2020, Everything We’Ve Known – from Daily Routines to Long-Term Ambitions – Has Been Disrupted Beyond Recognition The Social Reset 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. 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 have also come to light – we’ve been reminded how quickly misinformation around vital issues can spread, for example, and the disproportionate power of bad actors in digital spaces. As we move into 2021, we’ll see people re-evaluate the role platforms should play in their lives, rethink which sources they engage with, and relearn how to use social in line with tectonic shifts in the drivers that underpin our screentime. This is the social reset. The events shaping social Certain events from the past year have played out in interesting ways online. Some will have an irreversible impact on the way we use social platforms in 2021 and beyond. January February March April May June July August September More than half The threat of Covid-19 spreads TikTok sets the SpaceX launched its Statues linked to India bans TikTok, Jeff Bezos The global death of the world’s Covid-19 begins beyond China and record for most first ever crewed flight, slavery are pulled along with 58 becomes the first toll from Covid-19 population is now to impact the the WHO declares it downloads in a Dragon 2, which was down globally in other Chinese apps person in history exceeds one million on social media global economy a global pandemic single quarter for live streamed to the response to BLM to have a net worth a social app ever global population in protests #StopHateForProfit exceeding US$200 Australian landmark online event sees brands boycott billion, fuelling bushfires underline J.K. Rowling gets Facebook conversation around the devastation into digital row over wealth inequality of climate change trans rights, igniting and spur action wider conversations among global around inclusivity for communities online trans communities April 2020 June 2020 August 2020 Over half of humanity The death of George Floyd Trump makes moves to ban is under lockdown spurs global BLM protests China-owned apps from the US As governments and medical The unlawful death of George The lives of TikTok and WeChat in institutions looked to abate the Floyd highlighted tensions the US hang in the balance. The spread of Covid-19, lockdowns around police brutality in the former has seen a diverse roster were enforced globally, with US and beyond. Black Lives of investors (like Walmart) lean April seeing over 3.9 billion Matter protests mobilised in, while the suggestion of a ban advised to stay at home. In this across the world, seeing on China-owned apps brings the environment, social platforms thousands from all 50 US prospect of enforcing domestic were forced to adapt to a states and 18 other countries internets (like China’s) into the Global Digital Report, 2020 wealth of new content needs. march for Black lives. Western consciousness. 06 The Practical In-Feed Reliable Unbound Open-Source Simple Life Advocacy Intimacy Idols Platforms Creativity People are re-evaluating the Amid new constraints, ‘armchair The notion that screens and People are being more Amid the new content needs In a landscape of duetting and things that are most important activism’ has undergone a social have a negative impact discerning about who they of 2020, people have evolved out-of-context soundbites, the to them, sharpening a desire practical transformation, on our offline relationships is follow, and why. They’re not the way they engage with process of content creation to pay more attention to bolstered by global falling away, as people begin to unfollowing beautiful people, social, repurposing old tools for is becoming more communal. life’s simple pleasures, and communities who’ve realised the overcome the inertia attached but they are putting more new purposes, and expanding Social platforms are evolving reconsidering the role social power they wield can translate to tools that are designed to emphasis on the tangible value their already prominent role in into spaces for people to co- can play in enjoying them. to tangible offline change. humanise digital interactions. these figures bring to the feed. everyday life. create, not just engage. Page 10 Page 16 Page 22 Page 28 Page 34 Page 40 08 1 People are using social to reconnect with their core values 1. The Simple Life 2. Practical Advocacy 3. In-Feed Intimacy 4. Reliable Idols 5. Unbound Platforms 6. Open-Source Creativity The behavioural change UNDERSTAND People are engaging more with their local communities via digital channels Lately, humanity has been pretty stressed out. The IT Gallup Global Emotions Report showed that in 2019 During Covid-19, local tool kits for how to protect more than a third of the global population said the vulnerable were templated and shared. Some so. The events of 2020 have done little to ease the 1 communities used WhatsApp groups to stay connected strain. Between wildfires, climate anxiety, a global to those in their locale. In Canada, ‘care-mongering’, pandemic and a civil rights movement, the desire to What’s which has seen thousands join Facebook Groups to pull back to protect what’s most important to us has provide the feeling of community support, continues to been heightened. driving it? thrive. Even as lockdown has eased, these spaces have been repurposed to organise neighbourhood watches, This isn’t just about health and family values, but Social has become a or simply to keep in touch. simple pleasures too. Things that have been relegated highly individualistic We’re seeing a in the context of modern life and an industrial and politicised space, People are escaping to simplified virtual realities society — the calm of being in nature, the pleasure which, in the context of re-evaluation of of crafting or baking something from scratch, the events of 2020, is Whether through the globally successful Animal the comfort of feeling part of a local community. leaving people wanting Crossing or the resurgence of digital roleplaying (from values — and a Social has not historically been a positive force in more from their feeds. a Facebook Group where we pretend to be ants, to one preserving those things: individualistic to the point There’s an awareness 2 where we pretend the pandemic isn’t happening), those re-evaluation of the of narcissism, globally connected at the expense of of how these powerful unable to escape the anxieties of life in the physical role social can play proximate interactions. We’re seeing a re-evaluation digital tools can be used world are finding solace in virtual ones instead. of values — and a re-evaluation of the role social for more wholesome can play in supporting them. ends that place greater People are engaging with influencers who practice in supporting them PRIORITIES NEW emphasis on the simplicity as a lifestyle People are shifting the way they engage with their important things in life. feeds, to complement and nurture, rather than There has been a rise in communities like Gardening impede, these priorities. Digital channels are being TikTok and the cottagecore movement – a Tumblr- used to strengthen family bonds, from the surging 3 born aesthetic defined by mostly city-based women trend for listening to podcasts together in the Middle participating in quaint, agricultural aesthetics and East to the growing prevalence of co-creating hobbies. People are using social to share a renewed TikTok videos in many parent–child relationships. enjoyment of simple offline pleasures with global Meanwhile, Gardening TikTok (which sees people communities of like-minded others. share tips and tricks for budding plant parents) speaks to a growing community of people who are translating ‘slow hobbies’ into the digital space. 12 1. The Simple Life 2. Practical Advocacy 3. In-Feed Intimacy 4. Reliable Idols 5. Unbound Platforms 6. Open-Source Creativity Since launching his account in December 2019, prolific gardener Garden Marcus USE IT garnered over 7 million This shift calls for brands to demonstrate their own Brands should celebrate the importance of the engagement with, and little things, not just the big things likes on TikTok investment in, what’s important. On social, it’s Mobile game-cum-WeChat sensation from TikTok, 2020 an opportunity to use NetEase ‘100 Things To Do In Life’ is a checklist of platforms to connect 1 everyday things that everyone should do, such directly with consumers as taking a family portrait or mastering a dish. and what they care about. Brands can have cultural impact by leaning into this celebration of the simple things. Brands should invest in local communities Digital channels are playing a growing role in how people engage with their local communities, so there’s an opportunity for brands to celebrate 2 and invest in those communities.
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