Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

In the wake of Elon Musk's Twitter takeover, hundreds of thousands of people are signing up for Mastadon, an alternative that's billionaire-free. As people become tired of legacy social media platforms, they're prioritising community-operated spaces that allow for co-creation and moderation.

With a focus on community building and discussions around topics of interest, Mastodon’s model has become a credible rival to Twitter. What does its popularity say about people’s evolving social media desires? And how can brands engage with users in more decentralized online spaces?

Most Americans who used Twitter in the past year took breaks, and some now plan to leave for good. There is also evidence that certain political affiliations are fueling disillusionment with the platform, with some moving toward more community-operated spaces that line up with their values.

With over 30 million sign-ups just 24 hours after launching, Threads has become a serious challenger in the social media space. By making a transition to the platform as seamless as possible, the Meta-founded microblogging hub is appealing to users looking for convenience and a ready-made community.