13/08/2025
Do marketers have a responsibility to avoid *social atrophy*?
I was recently listening to a podcast episode with Esther Perel — the brilliant Belgian-American psychotherapist — on *The Diary of a CEO*. She spoke about social atrophy in relation to dating and the use of apps (dating apps and other social media apps).
💬 Social atrophy (general definition): the shrinking of people's social brains as they increasingly withdraw from others.
💬 Social atrophy (applied to apps): when the constant push for attention, clicks, and sales leaves audiences less curious, less connected, and less inspired than before they opened their apps.
It's becoming more prevalent across all generations, and as she spoke, I couldn't help but think about the role social media plays in this — and more specifically, our role as the people who *design* what shows up in feeds every day.
And here’s the tension:
Marketing is *designed* to hook people.
To tell stories that make them feel something.
To spark enough interest that they click “learn more,” “add to cart,” or “book now.”
But here’s the question we need to ask ourselves as social media managers — and even more importantly, as business owners and CEOs:
➡️ Are we creating content that builds people up, or drains them?
Because if all we’re doing is chasing quick wins - growth hacks, clickbait, endless urgency - then we might hit the KPI, but we’re also contributing to the fatigue, overwhelm, and trust erosion people are feeling online.
I believe our role isn’t *just* to get brands seen.
It’s to decide what kind of footprint that visibility leaves behind.
That means:
✅ Designing content that delivers value before asking for the sale.
✅ Sharing mission-driven stories that remind people *why* the brand exists beyond profit.
✅ Encouraging genuine connection instead of shallow engagement.
✅ Using algorithms as a tool, not a crutch.
And yes - it’s still marketing. It’s still strategic. We’re still aiming for growth.
But the goal shifts from “hook and convert” to “connect, add value, and invite” — because in the long run, that’s the kind of growth people trust and stick around for.
Social media has the power to connect strangers, spark ideas, and change lives.
That doesn’t happen by accident — it happens because someone decided to use their platform *responsibly*.
So the real question is:
💭 Are we okay with chasing growth if it means contributing to social atrophy?
Or do we want to build brands that people actually feel good about following?
