The Financial Times recently suggested that 2025 could be remembered as the year social media’s long decline became irreversible. They made this point on TikTok – the very platform now flooded with the kind of AI-generated noise they warn could spell the end. It’s a striking observation, especially when you consider how many of us have felt that subtle shift.
Their report paints a vivid picture: dwindling engagement, shrinking attention spans, and platforms that have drifted far from their original social purpose. Like many, I’ve found myself increasingly seeking out moments that can’t be replicated on a screen, and at Ashby, we’ve certainly sensed this growing fatigue for some time. When feeds become synthetic rather than genuinely social, people quietly, almost instinctively, turn away.
Perhaps this isn’t the death of digital, but a profound reset.
Audiences are still very much online, but their attention is more discerning, their expectations higher. They seek clarity, genuine value, and trust – not an endless stream of content, but content that truly earns its place in their day.
As AI accelerates the glut of information, genuine creativity will matter more, not less. The brands and voices that endure will be those built on clear purpose and unwavering consistency – where what they say truly stands apart. Understanding each platform is only half the job; knowing how people behave on it – why they’re scrolling, searching, or switching off – is where the real work begins.
Think about the Yellow Pages for a moment (for those who can remember that far back!) People once turned to it in specific ways: to find an emergency plumber, compare local trades, or check restaurant opening times. The platform mattered, but only because it reflected a clear moment of need, intent, or curiosity. The same principle holds true today. Scrolling is the new flicking through a magazine, yet the stories, ads, and distractions no longer belong to a shared cultural space. They’re deeply personal, stitched together by algorithms, often with little of the true social element that once defined “social” media.
Over the past decade, researchers have tracked a gradual decline in in-person socialising across developed countries, particularly among younger adults. While causes vary, from housing costs to longer working hours and digital substitution, the trend is clear enough to prompt reflection. What’s truly interesting now is the counter current – a quiet yearning for more intentional, real-world experiences. We’re seeing signs of people reclaiming shared meals, small gatherings, and local events; moments that simply cannot be replicated on a screen.
The joy of being physically present with others hasn’t disappeared; it’s simply waiting to be reclaimed. We’ve spent years perfecting how to connect online. Perhaps the next, more human step is rediscovering how to connect in person.
What truly matters hasn’t changed: insight, intent, and impact. The platforms will continue to evolve, but this core principle remains the same – say something worth hearing, and say it well.
What are your thoughts? Have you noticed this shift in your own digital life, or in how you connect with others?
