Over the past few months we’ve seen riots and uprisings becoming an almost weekly occurrence. And last week we saw an actual real-life digital revolt. A group of online traders formed an anti-Wall Street movement and took down some of the biggest hedge funds’ bet on shorting video game retailer, Game Stop. The group of small investors, WallStreetBets, which formed on Reddit, shared their investment strategies and won big as Game Stop’s share price surged, nearly killing many of the Wall Street big boys. Was this act of collective defiance born out of isolation boredom, or anger or both? It might have been a combination.
What is evident though, is that tensions are growing within sub-communities, governments are under intense scrutiny, and the world’s mental health is being tested close to breaking point. Simply put, all around the world people have ‘had enough’. As being apart from one another for such a long time is becoming increasingly difficult to come to terms with, and the difficulties of real life aren’t going away for the masses, brands have a great opportunity to act responsibly and improve customer wellbeing by bringing us closer, easing some of the ongoing tensions and, even if momentarily, spreading a little joy.