We always aim to bring you the latest trends in interactive video storytelling, such as the confluence of content and commerce, and the emergence of the metaverse. This week, we’re highlighting the trend of brands that are choosing to move away from major social media platforms, due to a mismatch in values.

In June 2020, Patagonia removed all of its ads from Facebook and Instagram as part of a ‘Stop Hate for Profit’ campaign and it has not returned.

Following recent whistleblower revelations of internal research conducted at Instagram and Facebook that showed the negative impact of social media on the mental health of teenage girls, Lush announced it is shutting down its activities on Facebook, Instagram, TikTok, and Snapchat. This is a bold move, which will remove about £10m revenue from Lush’s business. Speaking to the Guardian, Lush CEO Mark Constantine said they had no choice but to quit advertising on social media.

That’s their own research and they’re ignoring it and we are attracting people to their platform.

At Axonista, we think this sets a powerful example for other brands to follow. Bravo Lush.

First published in Rerun, our weekly newsletter about the future of interactive video – sign up here.