Social media platforms optimize for engagement, often at the expense of mental health. Algorithms prioritize divisive content because outrage keeps users scrolling. A study found that Facebook’s algorithm amplified misinformation 6x more than factual posts.
For marketers, this creates ethical dilemmas. Brands can exploit these systems by using clickbait or controversy, but long-term trust suffers. Conversely, purpose-driven campaigns (like Patagonia’s environmental activism) build loyalty without manipulation.
The solution? Transparency. Disclosing ad targeting practices and avoiding exploitative tactics can balance profit and ethics. As consumers grow wary, authenticity will win.