Self-doubt. Rage. Fear. Self-loathing. FOMO. Righteous indignation. What do these emotions have in common? They’re profitable.

Think about it: when we feel angry or afraid, we crave answers. We want validation, someone to tell us we’re right, that our feelings are justified, and—most importantly—where to direct those emotions. Media outlets, influencers, and even social platforms know this, and they’ve built entire industries around keeping us coming back for more.

It’s no secret that anger and fear drive engagement. People click, share, and scroll endlessly when emotions run high. Your 24-hour cable news of choice - the place where they shout what you already believe back at you - needs you to come back for more day after day. Everything is dire. Everything is apocalyptic. Tune in tomorrow to find out what new horror you need to be afraid of - only we can keep you safe and informed.

Social media has its own version of this. Posts that seem harmless—the perfectly curated photos, aspirational videos, even influencer recommendations—tap into deep-seated self-doubt and insecurities. You see someone’s fabulous (and often fictional) life online and start to wonder:

  • Why doesn’t my life look like that?
  • Should I buy those clothes or that product to feel better?
  • Am I failing if I’m not as polished or successful as they seem?

These platforms are designed to keep you in a loop of comparison and consumption. The more discontent you feel, the more likely you are to scroll longer, click on ads, and make purchases in an attempt to measure up. And just like that, your insecurities are being monetized.

Early in my career, I worked on scores of infomercials (back when they were really a thing). The formula that everyone in the industry followed (because it worked) was: show the problem and then show how XYZ product was the solution. Simple enough. Show the disheveled housewife, struggling with a terrible mop (and let's shoot this part in black and white, make sure her shirt is wrinkled, and her hair a mess, she looks overwhelmed and exhausted) and then we flash to the WONDER MOP! Now our housewife is smiling, effortlessly cleaning and, of course, looking like a million bucks. We knew then what the news and social media know now - you will feel compelled to project yourself into what you see. You do, in fact, feel overwhelmed and exhausted. Your shirt is, indeed, wrinkled, and your hair a mess. And if we can get you to see yourself like that, then we can then offer you a way to change it- for three easy payments of $29.99.

And here’s the thing: as you read this, you might feel tempted to think, "Yeah, that’s totally true of them—those other people." But it's true of you as well. Manipulating your emotions is a trillion-dollar industry. It affects all of us. Fear, anger, and self-doubt are universal tools because they work on everyone.

Why? Because it’s nearly impossible to monetize contentment. Calm, happy, and peaceful people don’t endlessly scroll, rage-post, or buy products they don’t need. They engage in their communities, connect with friends and family, read books, care for their bodies, volunteer, explore, and - more often than not - look for what's right in the world instead of what's wrong.

So here’s the challenge: reclaiming your power starts with recognizing the trap. The next time you feel frustrated, outraged, envious, or insecure while scrolling, pause and ask yourself:

  • Am I being dispassionately informed or emotionally manipulated?
  • Who benefits if I feel bad about myself or my life or the world right now?
  • What would happen if I just stepped away? (this is the big one)

The truth is, you’re worth more than your clicks, your likes, or your insecurities. The less you let fear, anger, or comparison control you, the harder it is for anyone else to profit from your pain. Turn off the TV. Leave your phone at home. Think hard about why you're on social media and what role it plays in your life. And as we look to the new year, let’s choose peace, seek contentment, and embrace what really matters: living a life that you're proud of.

JD Roberto
Dec 2024