Americans are pulling back from civic life — but influence hasn’t disappeared, it’s just shifting.
Since 2023, civic activism and public dialogue have undergone real shifts. Americans are pulling back from conversations, volunteering, and even small acts of engagement that once defined community life.
In 2023, 85% of adults said they talked with friends, family, or co-workers about personal interests like TV shows or sports. By 2025, that number dropped to 72%. Likewise, the share of people discussing politics and current events has fallen from 78% to 72%.
Defending an unpopular opinion? Down from 52% to 44%. Boycotting a product? From 37% to 30%. Serving on a committee? 15% to 10%. Even subscribing to a news source dropped, from 33% to 29%.
The big picture is clear: fewer Americans are willing to share, discuss, or defend their opinions in public life. This is true even as polarization and political noise seem louder than ever. Interestingly, one key area has held strong: voting. The percentage of adults likely to vote has increased from 66% in 2023 to 71% in 2025.
This matters because the way activists and influential people engage with their communities is also changing. And it matters when you consider how to reach and engage with two audiences Tunnl has been tracking: Community Leaders and Social Media Activists.
Community Leaders: Still Engaged, But Moving Online
Trusted voices are trading the town hall for TikTok.
Community Leaders remain among the most civically active Americans. In 2025, 80% discuss their interests, 78% discuss politics, 56% defend unpopular opinions, 38% have boycotted a product, and 18% have served on a committee.
But there’s a shift: more of them are moving their conversations online. The share with significant followings on Instagram has grown by 61%, and on TikTok by 37%.
These leaders still represent the “trusted voices” in their communities — but now they’re amplifying those voices through digital channels, making them look more like the Social Media Activists they once stood apart from.
Social Media Activists: Younger, Louder, and More Diverse
The digital-first generation of influence is rising.
Social Media Activists are a different group, though their civic habits are converging with Community Leaders. They’re slightly more likely to boycott products (39%) or defend unpopular opinions (55%, down from 63% in 2023). They also discuss politics and interests at similar levels to Community Leaders.
But their activism is more visible: 28% attend protests, nearly identical to 2023 but 4 points higher than Community Leaders. And their online reach is expanding — 30% now have meaningful TikTok followings, and Instagram presence is up from 27% in 2023 to 33% in 2025.
Demographically, they are distinct: two-thirds of social media activists are under 35, and just over half are female, with higher representation from Black and Hispanic communities. They skew Democratic, less educated (40% without a college degree), and more urban (33% live in cities).
Tunnl subscriber? Click here to jump into the Tunnl Platform and explore the entire demographic profile of the Social Media Activists.
Convergence & Divergence
They may act alike, but they’re not the same.
Behaviors are overlapping: both groups are digitally active, politically expressive, and civically engaged at higher rates than average Americans. But they are not interchangeable.
- Community Leaders: Older, a bit wealthier, more educated, more suburban, more bipartisan.
- Social Media Activists: Younger, more diverse, more urban, more left-leaning, with broader digital reach.
This distinction matters because strategies that engage one group may not resonate with the other. And the most sophisticated, always-on campaigns, will likely need to engage both.
Why This Matters for Brands, Agencies, and Advocacy Groups
As general engagement falls, grassroots influence matters more than ever.
As broader civic participation declines, the relative weight of these groups grows. Their voices can make or break reputations, frame public narratives, or pressure policymakers.
- For brands, engaging (or ignoring) grassroots voices can shape consumer loyalty.
- For advocacy groups, connecting with trusted community leaders remains key to persuasion.
- For policymakers, both groups represent the outer edges of influence that filter into broader public opinion.
How Halo Helps You Reach the Outer Spheres
Turning insights into action with mapped influence networks.
These shifts aren’t just interesting trends, they’re directly actionable.
With Halo, Community Leaders and Social Media Activists are not just abstract groups. They are defined audiences in the outer spheres of influence, mapped and accessible for engagement to help you scale your campaign beyond targeted grass-tops stakeholders.
- Halo identifies these influential voices that matter.
- It connects them outward into broader communities and inward toward policymakers and executives - creating spheres of influence.
- It helps you target and engage the real people shaping conversations around your issue, brand, or campaign.
From Insight to Action
Engagement is shrinking, but influence is concentrating.
Civic engagement may be declining overall, but influence has not disappeared. It’s just that it has consolidated. Community Leaders and Social Media Activists still shape conversations, opinions, and outcomes.
For organizations, the lesson is clear: don’t chase the noise — focus on the voices that matter so you can shape outcomes.
Learn more about how Halo can help you build out your spheres of influence and connect with our team today.