Toby Shorin, a cultural anthropologist and co-founder of Other Internet, dives into the evolution of culture and identity in the digital age. He discusses 'Squad Wealth,' emphasizing community over individualism, and how brands are shaping identities in our lives. Toby explores the tension between individualism and collectivism, the rise of new social forms, and the role of cryptocurrency in our culture. He also reflects on the sacredness found in everyday practices and the need for genuine connections in a rapidly changing world.
The shift from individualism to collectivism reveals a growing need for shared narratives and collective belonging in modern culture.
The concept of 'squad wealth' emphasizes the importance of mutual support and interconnectedness among small groups over individual success.
Emerging social forms and shared practices offer new ways for individuals to develop meaningful connections and foster communal growth.
Deep dives
The Shift from Individualism to Collectivism
Recent writing reflects a notable shift in the understanding of meaning, oscillating between individualism and collectivism. This shift highlights how individuals seek meaning not only through personal experiences but also through collective narratives, which has become increasingly crucial in today's interconnected world. The romantic drive of the past, focusing on personal authenticity, is being challenged by an emerging need for affiliation and shared experiences. As individuals grapple with their identities, they are also drawn to groups that provide a sense of belonging, suggesting a complex interplay between individual desires and collective belonging.
The Cultural Role of Authenticity
The concept of authenticity has undergone significant transformation since its rise in popularity, largely post-2010s, emphasizing the individual experience. Early proponents of authenticity viewed it through a lens of romanticism, valuing deeply felt emotions and personal expression above all else. However, as society evolves, the definition of authenticity becomes muddied, showcasing the paradox of wanting to be unique while also yearning for collective identity. This duality indicates a cultural tension where the individual must navigate their personal authenticity within a larger societal framework that often prioritizes conformity.
The Emergence of the 'Squad' Concept
The notion of 'squad wealth' has emerged as a compelling framework to discuss new forms of collectivity that thrive in the digital age. Rather than focusing solely on individual achievements, this concept underscores the importance of interconnectedness and mutual support among small groups. Squads represent a modern response to disillusionment with traditional structures, offering a sense of community and collective care that resonates with the younger generations. This new collective ethos distinguishes itself by prioritizing shared goals and values over individualistic pursuits, allowing for a more holistic form of self-determination.
Rethinking Institutions and Social Forms
Contemporary discussions suggest that traditional institutions may no longer serve the evolving needs of society, prompting a search for alternative social forms. Experimentation with new ‘social forms’, such as community wellness centers and shared practices, offers the possibility of renewed engagement in a more localized context. By deregulizing the structure of these communities, individuals can forge more meaningful connections and foster a sense of belonging that resonates with their values. Emphasizing these new forms allows for both personal and communal growth, offering a refreshing take on social interaction that moves beyond outdated institutional norms.
The Role of Practices in Community Building
Engaging in shared practices, such as meditation or group activities, fosters a unique blend of individual expression and collective engagement. These shared experiences become touching points that bring individuals together under common goals and cultural bonds. By participating in these practices, individuals can cultivate deeper connections and enhance their understanding of each other's lived experiences. Thus, practices become essential in developing a new kind of communal spirituality that recognizes the significance of personal journeys while promoting a robust collective identity.
The Intersection of Spirituality and Modern Living
In modern society, spirituality is increasingly defined as the quest for meaningful connections and the search for truth in personal experiences. While rooted in individual exploration, this spirituality also encompasses a deep desire for community and shared understanding among peers. This dimension serves to bridge personal beliefs with collective aspirations, navigating the complexities of contemporary life. As individuals turn to spiritual practices for guidance, the interplay between personal journeys and shared values becomes increasingly relevant in fostering connections in a disconnected world.
Toby Shorin (Website, Blog, X) is a researcher, writer, consultant, and cultural anthropologist for the internet era.
His interests and work include culture, identity, organizational design, psychology, cryptocurrency and blockchains, brands, health and care, spirituality, and social forms and institutions. Today, Toby works on Care Culture, a community and research platform focused on mental health and spirituality. Toby also co-founded Other Internet, a research institute known for its deep cultural analysis and work with crypto organizations. Conversations with Toby and his work—especially ‘Headless Brands’ and ‘Squad Wealth’—were deeply influential to my interest in crypto and related subcultures and ideologies. Over time, I have been even more energized by his broader thinking and ability to interpret cultural change especially with regard to evolving sources of meaning, identity, and connection.
This conversation is primarily about themes I’ve noticed across his work and how those have evolved toward what he is working on now. In many ways, this is the pattern of modern culture “secularizing” more sacred forms—including but not limited to practice, faith, ideology, morality, and religion—and how that happens at individual and collective levels.
(02:26): Post-Authenticity & Romantic-Era Individualism
(10:08): Squad Wealth: a seed of collectivism--the collective as the atomic unit
(14:40): Other Internet
(18:45): Life after lifestyle, headless brands, and new forms of collective beliefs, cults, and religions
(30:55): Toby's pivot away digital to physical social forms; from technology and brands to health
(38:51): The body, the will, and new kinds of individualism and collectivism
(52:47): Prototyping Social Forms of Care
(58:08): The theme of Toby's work: practice-- and new spiritual and religious forms
(1:00:50): Secular and Sacred
(1:04:35): The social body and the social spirit
(1:05:56): Toby's central question
(1:10:13): Observing and Critiquing vs. Prescribing
(1:13:03): Innovating on social forms like we innovate with business and technology
(1:21:52): Reflecting on time spent in Crypto
(1:29:23): Protocols
(1:31:50): Social forms in lieu of institutions
(1:34:43): Learning about yourself through writing
(1:37:44): Spirituality
