The Hidden Cost of Public Shame: Who's Really Profiting?

Dr. Eleanor Vance · 2026-10-11

Have you ever stopped to think about how much money is made from other people's embarrassment? It's a strange question, but once you see it, you can't unsee it. Social media platforms and corporations have turned public shame into a booming business. And we're all part of it, whether we realize it or not. I recently came across a fascinating discussion on the podcast *Why? Philosophical Discussions About Everyday Life*. Host Jack Russell Weinstein sat down with Cathy O'Neil, a mathematician and author, to talk about online humiliation, consumer manipulation, and the ethics of exploiting human insecurities. It got me thinking about how shame has become a commodity. ### The Shame Economy: How It Works Every time you scroll through your feed, you're stepping into a marketplace. But instead of goods, the currency is attention, and the product is often someone's humiliation. A viral post mocking a stranger's outfit, a tweet that dunks on a celebrity's mistake, a comment section tearing apart a politician's gaffe—these moments generate clicks, shares, and engagement. And engagement means ad revenue. But it's not just social media. Corporations have mastered the art of making us feel inadequate so they can sell us solutions. Think about it: you see an ad for a new phone, and suddenly your current one feels outdated. You watch a commercial for a skincare product, and you start noticing wrinkles you never saw before. That's not an accident. It's a strategy. Cathy O'Neil calls this "the shame economy." In her work, she explores how algorithms and data are used to target our vulnerabilities. The more insecure we feel, the more likely we are to buy something that promises to fix us. It's a vicious cycle. ### Why We Can't Look Away So why do we participate? Why do we share that embarrassing video or leave that snarky comment? Part of it is human nature. We're social creatures, and we're wired to pay attention to social status and norm violations. When someone breaks the rules, we can't help but watch. But there's also a darker side. Psychologists call it "downward social comparison." When we see someone else fail or be humiliated, it temporarily makes us feel better about ourselves. It's a cheap way to boost our self-esteem. And platforms know this. They design their algorithms to show us more of what keeps us engaged, even if it's toxic. The problem is, this constant exposure to shame—whether we're the ones shaming or the ones being shamed—takes a toll. It normalizes cruelty, erodes empathy, and creates a culture where everyone is fair game. ### The Ethical Dilemma Is it immoral for the world to profit from shame? That's the question at the heart of the discussion. On one hand, you could argue that it's just business. People choose to post, share, and comment. No one is forcing them. But on the other hand, the systems are designed to manipulate our emotions for profit. They exploit our insecurities and our desire for connection. Cathy O'Neil points out that the algorithms don't care about ethics. They care about engagement. And engagement often comes from negative emotions like anger, fear, and shame. So the more shame there is, the more money there is to be made. > "Shame is a tool of control," O'Neil says. "And when it's weaponized for profit, we all lose." ### What Can We Do? It's easy to feel powerless, but we're not. Here are a few ways to push back: - **Be mindful of what you share.** Before you hit that retweet or share button, ask yourself: Does this add value, or does it just add shame? - **Support companies that don't exploit insecurities.** Look for brands that promote body positivity, realistic standards, and ethical marketing. - **Talk about it.** The more we discuss the shame economy, the more aware people become. Awareness is the first step to change. - **Practice empathy.** Remember that there's a real person behind every post. Treat them with the kindness you'd want for yourself. ### The Bottom Line The world is profiting from shame, and it's happening right under our noses. But just because it's happening doesn't mean it has to continue. By understanding the mechanics of the shame economy, we can start to dismantle it. We can choose to engage differently, to demand better from platforms, and to treat each other with dignity. It's not about being perfect. It's about being aware. And maybe, just maybe, that awareness will lead to a world where shame isn't a commodity, but a thing of the past. So next time you see a viral post designed to humiliate, pause. Think about who's really profiting. And then decide if you want to be part of it.