This post was originally shared in our email newsletter on January 29th, 2025.
Four years ago this month, we made the big decision to step off of the social media treadmill. I remember thinking it was only a matter of time before the whole edifice would crumble and turn into something new.
Well, I was wrong — but not entirely.
Yes, the attention-mining industry has grown exponentially since then, but something else is happening too: Across every demographic, people are quietly questioning their relationship with these platforms.
Your responses to our Keaper survey opened my eyes to this — from A-list celebrities opting out of Instagram to influential creators (like this one ) taking long breaks to recalibrate. This quirky Scottish company is one of many small businesses, who like us, are thriving off of the algorithm .
Among both schools and adults , there's a palpable fatigue with it all. Being on the business side has shown me just how much of the Internet has become saturated with spam and algorithmic noise. But here's what gives me hope: This tension isn't sustainable.
Whether it takes one year or ten, the cracks will at some point connect and bring down the edifice. There is a big opportunity right now for a new story to be written, and new ways of social networking with them.
What's your dream version of how we could find connection with each other online? I'd love to hear your thoughts.
— Harry from Keap, Steward-Owner
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We left social media in 2021 because we found its current mechanics didn’t align with our purpose to facilitate connection to the natural world, our loved ones, and our own spirits. Since then, our newsletter has become a vibrant place for healthy conversation around topics ranging from alternative business ownership models to happy hour cocktail recipes.
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