Safer Socials Campaign

On Black Friday 2016, in partnership with Access Now Lush launched its first ever digital rights campaign. Lush websites around the globe were 'switched off', confronting users with a fake shutdown and urging them to take action.

The worldwide #KeepitOn campaign was designed to raise awareness of the impact of internet shutdowns. It was accompanied by a limited edition bath bomb called Error 404, which raised funds for a Digital Fund to help keep the internet on around the globe.

In light of Facebook declaring that 29 million users' data had been leaked because of a bug, Lush created and sold a limited edition tote bag at The Next Web 2018 conference with the slogan "What the Zuck?" Proceeds went into the Lush Digital fund, supporting tech for good initiatives globally.

On 5th September 2020 Lush partnered with IAMWHOLE, Zoe Sugg and Jordan Stephens for a Digital Detox Day - to advocate for putting our devices down for one whole day and to focus on our mental health.

The campaign was a huge success, with hundreds of thousands taking part around the world. To coincide we also released an exclusive bath bomb called IRL. Money raised went into the Wholeness Fund, which made grants available to grassroots groups focusing on mental health and wellbeing across the world.

In November 2021, Lush made the decision to step away from Instagram, Facebook, TikTok and Snapchat globally, following the release of the Facebook Files by Meta whistleblower Frances Haugen, which confirmed our fears about the negative impact of social media. According to the report, 13.5% of young girls who used Instagram in the UK had an increased rate of suicidal thoughts.

The algorithms were also reportedly responsible for the spread of misinformation and violence.

Worst of all, the report stated that Meta knew how to address these issues and chose not to.

We continued the conversation at SXSW in Austin Texas with the Lush House, hosting tech demos and talks, joined by Facebook whistleblower Frances Haugen discussing what a social future could look like.

With a belief that tech should give more than it takes, Lush worked alongside strategic foresight consultancy The Future Laboratory, to commission the report: Digital Engagement: A Social Future.

Findings include 55% of the 12,000 consumers we surveyed want Big Tech to have less control online, while 70% are calling for global legislation that protects the safety of users online. The report formed the basis for The SOCIAL Framework manifesto. A set of six principles, for digital spaces, platforms and engagement, designed to enable a techno-optimist future to flourish.

On Black Friday 2023, Lush left X due to concerns following the takeover by Elon Musk. We also launched our campaign with People vs Big Tech to raise funds for their work to rein in the handful of Big Tech companies that have monopolised the Internet with intrusive surveillance, predatory addictive-algorithms, harmful content and echo chambers.

Lush ecommerce sites in the UK&I, United States, Canada, France, Germany, Hungary, Spain, Italy, Japan, Australia and New Zealand sold a limited edition bath bomb called The Cloud.

Back at SXSW, this time we hosted a panel discussion on the topic of free speech v hate speech and questioning who is accountable.
Introducing the Safer Socials policy, a focus of people over platforms highlighting how the majority of the public do not believe social media platforms do enough to protect users from harm, following Lush's commissioned report with The Future Laboratory, surveying 12,000 people globally.

In November we co-hosted our first Safer Socials Summit with People vs Big Tech in London. We brought together creatives, campaigners, tech justice experts, like-minded businesses and Lush staff to discuss the abuse of power by Big Tech and to start conversations about what can be done to create stronger communities, businesses and brighter futures.