How generosity became cringe |
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How generosity became cringe
The internet once enabled our culture of giving. Now it just makes us angry.
“Elon Musk, Ryan Seacrest, and Chris Anderson of TED, consider yourself challenged,” Bill Gates bellowed from his garden. Beaming, he tugged on a candy cane-colored rope that dumped a barrel of icy cold water over his head. “You have 24 hours. Good luck.”
It was the scorching hot summer of 2014, and the ice bucket challenge — a viral social media trend to raise money for amyotrophic lateral sclerosis (ALS) research that involved soaking yourself with ice water and pressuring others to do the same — was in full swing. Gates had been challenged by Mark Zuckerberg, who’d been challenged by then-New Jersey Gov. Chris Christie, with whom Zuckerberg had appeared on Oprah a few years prior to announce a $100 million donation to Newark schools.
In the early 2010s, social media propelled a flurry of viral giving trends like the ice bucket challenge and #GivingTuesday. Generosity also became trendy for billionaires through the Giving Pledge.
As the algorithm changed in the mid-2010s, the internet fractured and the sort of earnest, apolitical generosity that once thrived on the early web became rarer, and to some extent, passé.
Billionaires and everyday Americans have turned cynical about giving, meaning that charities today receive fewer donations than they used to, and initiatives like the Giving Pledge have lost their luster.
There’s no going back to social media’s hope-filled early years. But if viral nostalgia for the early 2010s is any indication, then the pendulum might finally be swinging back toward earnestness.
By the time Musk tweeted out a video of his kids drenching him with their own makeshift ice bucket gizmo a day after Gates, the challenge had already reached tens of millions of people worldwide. Among the participants were Jeff Bezos, Justin Bieber, David Lynch — and Donald Trump.
As if under an icy spell, the world came together in a way it never would again. Today, the ice bucket challenge and the litany of surreal, grainy videos it spawned are a time capsule of a bygone era, or at the very least, a bygone internet.
In the early 2010s, platforms like Facebook “actually had the potential to be this century’s agora, a marketplace of ideas,” said Asha Curran, who co-founded GivingTuesday, a philanthropic counterweight to Black Friday, in 2012. “The social media environment wasn’t this sort of existential threat to our mental health and our democracy and our isolation that it is now.”
But it wasn’t just a different era for social media. Back then, generosity was trendy for the one percent and 99 percent alike, and Bill Gates — alongside both his then-wife Melinda French Gates and Warren Buffett — was influencer number one. In 2010, the Gateses and Buffett launched the Giving Pledge, a campaign to convince the ultra-wealthy to donate at least half of their fortunes to charity. At the campaign’s peak, about one in seven American billionaires — including Musk, Zuckerberg, and a broad swath of the country’s rising tech billionaire class — pledged to donate at least half of their fortunes to charity. Together, they promised to usher in a new golden age of philanthropy.
They also aimed to inspire giving from Americans of more modest means, who flocked to viral clicktivism campaigns while sporting TOMS shoes and (PRODUCT)RED iPod nanos. The idea was seductive: You too could help save the world while making a show of your generosity.
Today’s billionaires appear more cynical than they used to be, and the rest of us seem to be, too. Gone are the days when tech overlords challenged one another to charity stunts rather than cage matches. If social media once seemed poised to save the world one hashtag at a time — think #Movember, #Kony2012, and #BringBackOurGirls — then today, it feels considerably more likely to tear us all apart.
For much of the past decade, fewer Americans have chosen to give to charity each year, while most billionaires appear to be giving away a diminishing share of their ballooning fortunes. The Giving Pledge, which held so much promise in 2010, has lost much of its steam and even come under direct attack from techno-cynics like Peter Thiel. The vibes have turned very bad.
It’s no wonder today’s youths yearn for the hopecore, the millennial optimism, of the early 2010s, that mediascape of messy buns, post-recession electropop, and sincere posting about causes everyone cared about for a week or two. The internet’s Earnest Era propelled a culture of giving even among billionaires, who shared a fear of missing out on the next hashtag cause. But today’s more fractured internet has kneecapped that positivity. To some degree, it made even the idea of trying to save the world cringe. The problem is not so much a giving crisis, as it is an attention crisis, one that’s been exacerbated by rising inequality and the decline of generosity as a collective cultural value, the kind of virtue worth signaling.
“For a while, you almost needed to pick a charity as part of your online persona,” said Scott Harrison, a nightclub promoter turned founder of Charity: Water, a celebrity darling back when “it was really cool” to give in the early 2010s. He has struggled to fundraise in recent years. “It’s not on trend. It’s not what people are doing. It phased out. The cycle ended.”
I wanna be a billionaire so freaking bad
2010 was a transformative year for generosity for two important reasons: The economy had passed through the very worst of the Great Recession, and for the very first time, more Americans were about to be on social media than off of it.
Surveys of young people in the early 2010s showed that they were stubbornly, discordantly optimistic despite graduating into underemployment.
One of those millennials was Mark Zuckerberg, who in 2010 was named Time’s person of the year at 26 years old for building a platform “fundamentally changing the way the Internet works and, more importantly, the way it feels.”
Social media made the world feel smaller. When a devastating 7.0 magnitude earthquake struck Haiti in January of that year, it became the first major live-tweeted natural disaster. Lindsay Lohan, Lady Gaga, and Haitian rapper Wyclef Jean were among those soliciting their followers for donations in the aftermath of the quake. Within a week, Jean’s own charity raised $2 million and the Red Cross raised $8 million. Celebrities released a “We Are the World” charity cover, and Americans ultimately gave about 15.3 percent more to international aid that year than they did the year prior.
People who donated told their friends about it — publicly, online — and they told their friends about it in turn, in a........