How the Internet is reshaping Moral judgement: What It Means for Your Business.
In today’s hyper-connected world, the internet isn’t just changing how we communicate—the internet is reshaping our moral judgement. A recent study from New York University reveals how digital interactions alter fundamental moral instincts, affecting everything from compassion to public shaming. For content marketers, these shifts pose both challenges and opportunities.
The Internet’s Impact on Morality
Our moral instincts evolved in small, close-knit communities where fairness, reciprocity, and empathy were key to survival. Now, with over 5 billion people online, our social interactions have scaled to an unprecedented level, often leaving our primitive brains struggling to adapt.
According to a study by New York University, two major online factors are disrupting traditional moral behaviour:
Exposure to Extreme Moral Content – The internet bombards users with a constant stream of sensational and emotionally charged content. This leads to compassion fatigue, where people become desensitised to serious issues, and an increase in public shaming, where outrage escalates rapidly.
Psychological and Physical Distance – Unlike face-to-face interactions, digital communication lacks nuance, making online punishments harsher and more performative. Virtue signalling—where individuals publicly showcase their morality without meaningful action—has become a widespread phenomenon.
The Internet’s Impact on Morality
Our moral instincts evolved in small, close-knit communities where fairness, reciprocity, and empathy were key to survival. Now, with over 5 billion people online, our social interactions have scaled to an unprecedented level, often leaving our primitive brains struggling to adapt.
According to the study, two major online factors are disrupting traditional moral behaviour:
Exposure to Extreme Moral Content – The internet bombards users with a constant stream of sensational and emotionally charged content. This leads to compassion fatigue, where people become desensitised to serious issues, and an increase in public shaming, where outrage escalates rapidly.
Psychological and Physical Distance – Unlike face-to-face interactions, digital communication lacks nuance, making online punishments harsher and more performative. Virtue signalling—where individuals publicly showcase their morality without meaningful action—has become a widespread phenomenon.
According to the study, two major online factors are disrupting traditional moral behaviour:
Exposure to Extreme Moral Content – The internet bombards users with a constant stream of sensational and emotionally charged content. This leads to compassion fatigue, where people become desensitised to serious issues, and an increase in public shaming, where outrage escalates rapidly.
Psychological and Physical Distance – Unlike face-to-face interactions, digital communication lacks nuance, making online punishments harsher and more performative. Virtue signalling—where individuals publicly showcase their morality without meaningful action—has become a widespread phenomenon.
What This Means for Content Marketers
Marketers aren’t just fighting for attention; they’re navigating a complex moral landscape. Here’s how to adapt:
Combat Compassion Fatigue with Balanced Content
Don’t overload your audience with distressing content—mix in uplifting, positive narratives.
Use content moderation to create a healthier emotional balance for readers.
Prioritise Authentic Engagement Over Virtue Signalling
Avoid performative content designed solely to ride trends; focus on real connections.
Encourage genuine interactions rather than empty social shares.
Foster Constructive Public Discourse
Promote respectful conversations and handle negative feedback with empathy.
Set clear community guidelines to prevent toxic online behaviour.
Design for Sustainable Engagement
Use interactive and educational content formats to maintain audience interest.
Leverage gamification and rewards to create long-term engagement.
Increase Transparency in Content Algorithms
Educate your audience on how content is curated and what influences their feeds.
Involve users in content creation to build trust and loyalty.
Encourage Real-World Action
Go beyond digital activism—design campaigns that drive tangible impact (e.g., donations, volunteering, or community involvement).
Conclusion
Ignoring the moral impact of the internet on human behaviour is a risk no marketer should take. Understanding these shifts allows content creators to craft more effective, ethical, and engaging messages. By fostering authentic connections and designing content with psychological insights in mind, marketers can build trust and long-term audience loyalty.
For a deeper dive into the study and its implications, download the full article.
References: Morality in the Anthropocene: The perversion of compassion and punishment in the online world. Authors: Claire E. Robertson, Azim Shariff and Jay J. Van Bavel. New York University, June 2024.
Joanne Timney FCIM
Joanne is a Fellow of the Royal Chartered Institute of Marketing, an award-winning content marketer, neuromarketing expert and published author. With over 35 years’ experience, she also teaches Behavioural Design and Communication Theory at post graduate level at universities in the UK and USA. She is published in 7 countries and regularly speaks at conferences.
