On the positive side, the internet has allowed people to find their own tribe. But that comes at a cost: It is actively forcing us toward ever further extremes, removing us from the elements of mass culture, identity, and decision-making that we need.

Our research makes one thing clear: power is shifting back to the consumer (the fediverse signals this). Consumers crave community, but on their own terms — seeking deeper, more meaningful connections with those who truly matter (something we identified in 2014). Authenticity is at the heart of it all, supported by a foundation of safety and securi... See more