2025 has been, to put it mildly, chaotic. The year has been a continuation of technological disruption and its social consequences, alongside the ongoing effects of climate change and global instability, which impact us all. Furthermore, economic instability has been ever-present, with persistent talk of a looming recession, hyperinflation, and a job market marked by waves of layoffs and hiring freezes as employers become increasingly cautious.
A worsening economy has led to a greater number of people slipping through the cracks and a widening economic divide. In this precarious environment, the most common behaviour on social media, humblebragging, is indicative of how many people don’t consider the negative impact their actions can have on others, most notably their sense of self.
If I were the supreme ruler of all things’ social media, I’d take inspiration from the government’s requirement that cigarette packages and advertisements display prominent health risk warnings about the harmful effects of smoking, including the dangers of secondhand smoke. Similarly, I’d mandate there be a visible warning before logging on to any social media site, when posting or commenting:
WARNING: Your posts and comments can have a negative impact on the mental and emotional well-being of those who view them. When posting or commenting, think empathically.
Spend a few minutes browsing your social feeds, and you’ll find countless examples of humble bragging. You’ll see posts from family, friends, work colleagues and acquaintances starting with « humbled by », « thrilled at « , « honoured by », and the like, followed by announcements of a new position or achievement. Such posts are little more than a facade of modesty, acting humble after achieving success. Essentially, it’s backhanded boasting.
While humble bragging is prevalent on social media sites, a close second in prevalence is overt bragging, people using social media to openly brag about their latest vacation, house purchase, new car, or expensive restaurant meal. Social media has made self-promotion more convenient than ever; consequently, we’ve turned ourselves into narcissists en masse.
It’s understandable to feel that if you don’t brag, you risk being ignored or forgotten—the ultimate social media failure. Nonetheless, consider how posting « Look at me! I’m in Aruba! » or « Look at the steak dinner I’m having at La Tête d’Or » or « Check out me and my friends at the Bruno Mars concert » might affect those who don’t have the financial privilege you have, a privilege that can rapidly vanish with a hike in interest rates or a meeting invite from HR?
While feeling proud of one’s accomplishments is normal, it takes on a different tone when you intentionally craft a post to highlight what you have or what you can afford or have the credit to appear as if you can afford. Is posting one’s consumerism or purchased experience announcing one’s accomplishment, or is the poster just bragging about their financial privilege? Let’s be honest: when someone posts to humblebrag or overtly brag, their aim isn’t to spread happiness, but to evoke envy and seek admiration and approval from others—many of whom are strangers.
As more people fall through the cracks, a philosophical question arises: To what extent are you responsible for your actions on social media and their effects on others? If you knew that posting a photo of you leaning against your new car could make those without the means to buy a new car feel depressed or inadequate, would you still post the photo?
Is it necessary for the world—especially those who are unemployed or worried about their jobs—to know that you and your family are spending Christmas at Disneyland? Does the world need to see your office party selfies or all the gifts under your family’s Christmas tree, with the caption « I hope the kids are happy #spoiled »? Are you posting to inform your followers, most of whom are strangers, or are you posting to brag about what you have that they may not have?
Whether it’s the holiday season or not, bragging on social media has transformed social platforms from spaces of community into arenas of competition. Bragging posts and comments don’t just affect those who view them; they also influence the algorithm that shapes our digital experiences, making it harder to find authentic content or genuine support.
Think about parents who, because of persistent inflation, are struggling to make ends meet and can’t make Christmas magical for their children. Consider those who have been laid off and are navigating a fiercely competitive job market, or those who are worried about their job. Reflect on how a young person, seeing your brag photo, might wonder why life is so unfair—a concept even adults struggle to grasp.
Of course, you’re entitled to post whatever you want; it’s the World Wide Web, after all. However, in the spirit of human empathy, consider toning down your online bragging this holiday season. Appreciate what you have without posting, « Look at what I have! » or « Look at what I can do! » Now is a good time to cultivate quiet happiness and thankfulness. Unless there’s a compelling reason, there’s no need this holiday season to post what many others don’t have.
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Nick Kossovan, a self-described connoisseur of human psychology, writes about what’s
on his mind from Toronto. You can follow Nick on Twitter and Instagram @NKossovan.