A rejection of pervading doomism, hopecore (the word “hope” plus the popular “-core” suffix, used to denote shared ideas regarding culture or aesthetics) began as a TikTok trend in late 2022. It promotes content that celebrates optimism and the beauty of life, offsetting toxic positivity (the annoyingly relentless push to always maintain a positive mindset) with a dose of internet-literate irony.

In Wunderman Thompson’s 2023 consumer study, 71% of people reported needing hope – a sentiment never previously expressed in its global surveys. TikTokkers are responding with #hopecore (1.4 billion views), doomscroll-banishing posts combining romantic aesthetics with quotes about philosophical hopefulness. We highlight some key players and trends within the trend keeping #hopecore hot online.

Hopecore is also taking root beyond the social media hashtag. From sardonically optimistic TV shows to news outlets helping readers find positive stories, a refreshingly pragmatic wellness platform and an opulent (print-based) celebration of climate optimism, hopecore is bringing audiences closer to a brighter take on their realities.

Hopecore is also finding a foothold in co-operative video games that hinge on giving players a chance to contribute collectively as citizens (rather than competing as usual) to build more positive futures. Key upcoming releases include Nintendo’s Silent Hope foregrounding collaborative heroism, and Xbox’s Starfield – open-world gaming about exploration, discovery and shared humanity.