Humans are wonderful & weird

What happens when you take something inherently unserious a little too seriously?

Despite all the evolution that social media has gone through over its short two-decade existence, it still offers a unique and potent view into the psyche (and yes, shenanigans) of people that no amount of considered research could ever hope to capture. For those willing to look past the irreverence, the cringe, and the inane, you can find rich truths glowing back at you.

That's just what we set out to do with HAWW - short for Humans Are Wonderful & Weird - shine a spotlight on the complex human truths that sit beneath the surface of our social feeds.
https://www.haww.xyz/

A diverse group of 20+ strategists, creatives, brand managers and more contributed to our "research" project over the past year by surfacing surprisingly resonant social content - with no brief other than to curate things that seemed to speak to each individual, saying something about what matters, inspires, amuses, horrifies, or intrigues the people around them.

We're now a little over a year in. We've now released 68 individual episodes of curated weirdness (with plenty of wonderful, and beautiful, and gross, and every shade of humanity). These episodes are always released without context - you are intended to take what you will from it, either the surface reaction "ha" or delve deeper as you care to to tap into the cultural, contextual, and predictive implications of a given TikTok.

Marking our progress on this project, we're also going a little deeper into the less frivolous part of our analysis - bringing back the serious - with a retrospective series of articles detailing some of the major insights into people that the project has shown through the collective curation. I'll share more of these here, but all are currently available on the site.