Either way, the consequences are what people think of you. While that used to be none of our business, now we have numerical, public-facing proof. As Joseph writes, “When author and British Vogue contributor Stephanie Yeboah hard-launched her boyfriend on social media, she lost hundreds of followers.”

personal brand anxiety is something that’s starting to affect more than just the chronically online

“Girl, the boycott” has become such a common comment underneath videos of people who happen to have a Starbucks cup in the background of their shot that it became a meme. To me, and anyone else with similar anxieties, these small but consistent instances are confirmation that not only am I always being watched, but also, I’m always being assessed.

Is getting a little coffee embarrassing now?

When everything is branding, life becomes a performance.