In many ways, the Great Digital Acceleration is, in fact, the Great Social Acceleration. There are now more than 4.5 billion social media users globally, and almost 500 million users have joined in the last 12 months alone. Messaging, the new social darling, is also surging—80% of time on mobile devices is now spent on chat apps. And with Covid-19 acting as a powerful accelerant of digital adoption, these numbers have been trending upward in the past two years.