Spoiler alert: the state of online business right now is…not so great.

I’ve been in the online space for almost 15 years now. I’ve been blogging off and on since around 2009, was an early adopter of both Facebook and Instagram, and have been making my entire living online since 2017 – working behind the scenes of 6 and 7 figure businesses.

It’s fair to say I’ve seen quite a bit of evolution in the online space during that time.

Here in 2023, some things have improved, but some have gotten much, much worse.

I can’t speak for everyone’s experience, but I’ve seen A LOT of, frankly, gross things in online marketing. They’re considered “normal” and are perpetuated because they supposedly work. My question is always “At what cost?”

I’ve also noticed a pretty healthy amount of skepticism, dissatisfaction and general frustration from a growing number of people in the online business world. People are starting to question if they want to continue to be part of this space or go back to a traditional job (gasp!).

Lost Cause or Worth Fighting For?

To be clear: I’m not here to say that the entirety of the internet is bad. It’s not! But fake, manipulative, damaging and downright predatory tactics are running rampant. It’s time we get a handle on them.

And please don’t think I’m only talking about the “bro marketers” here. The “spiritual” entrepreneurs, many of whom are women, are surprisingly even more toxic.

They take advantage of other women. Outright lie. They shame anyone who dares to question them and put their own “luxury lifestyle” and bottom line above treating people like actual humans.

Honestly, it’s beyond cringe. It’s straight up vile.

The Cult of Hustle Culture

In addition to the absolute shitshow that is online marketing right now, we’re still dealing with the glorification of hustle culture. Of course, in order to build a business from nothing, by yourself, you’ll probably have to work a bit more than you might like when you first start out or launch something new.

The trouble is when hustle harder is praised as the thing we should all be striving for all the time. Regardless of the cost to our health and wellbeing.

People choose to start a business for many different reasons. But after interacting with hundreds and hundreds of business owners over the course of a decade, I can safely say the majority of them would list some form of ‘more free time to live their life’ as one of their top reasons.

And newsflash: hustle harder is NOT the way to a better life. It’s just not.

We’re not designed to be ON all the time. Our bodies don’t thrive when we’re constantly stressed and passing up time to rest so we can work more. We aren’t meant to lose track of our friends or never be able to turn work off.

That whole mess MAY work in the short term, but it isn’t sustainable. Once you’re on that train, you’re barreling down the track towards burnout. (Ask me how I know 😬)

So What Can We Do About the State of Online Business?

None of us can singlehandedly fix the all the Internet’s problems, but those of us who take issue with the status quo can start by making changes in our own businesses. We can be open and transparent about these topics with other business owners and willing to pass on opportunities with business owners who don’t share our values and ethics.

I’ve been watching the recent rise in “ethical” or “trauma-informed” coaches or practitioners online, which on the surface looks like progress. Sure, some of these folks may actually live out those words, but others are just riding the coattails of the latest trend.

I’m not one to advocate for cancelling people because it’s such a toxic behavior, but we CAN choose who we support without our time, attention and money.

If someone claims to be trauma-informed and is still using fake urgency, FOMO, high-pressure tactics, hammering on pain points, “overcoming objections” on sales calls, not being transparent with their prices, penalizing clients for using a payment plan or forcing people to make a purchasing decision in a very short amount of time – this is a major red flag that they are not, in fact, trauma-informed.

Each of us have to decide where the line is for us and what we feel comfortable doing in terms of both our marketing and our schedule. I can’t decide where the line is for you, but I encourage you to spend time thinking about it and be open to evolving as you grow your business.

Personally, I’ve chosen to make my own wellbeing a priority and not participate in any of the marketing tactics I listed above. I don’t work full time, by design. I’m clear about my availability and protect my time fiercely. I set aside time each day to rest, recharge and work on making myself both mentally and physically more resilient.

I treat each person I interact with like a human, rather than a walking ATM. And I honor their ability to make the best decision for themselves, without my interference. Yes, even if it means my business grows slower or I make less money.

Will I always get it right? Definitely not.

Am I some expert who can give you a roadmap to running an ethical business? Not even close.

What I CAN do is call out things in the business industry that seem harmful or unsustainable. I can work to make my business as human-centered as possible. And encourage you to do the same.

Hopefully if enough of us make changes we can change the state of online business. 🤞🏼

If you’re curious about my philosophy on business, this post will give you more insight.

As always, take what works for you from this post and leave the rest.