It is billed as an ethical alternative to Facebook and Instagram, which have been jointly dogged by accusations of ramping up misinformation and damaging mental health. Former Saatchi advertising maestro Dominic O’Meara wants to test his belief that a growing slice of the population is craving a life- affirming, glass-half-full outlook instead.
And with a pledge to donate over half of its earnings to charitable causes, he explained that if Supernova can coax a mere one per cent of the social media advertising market away from the big players, he’ll be handing £600m to charities every year.
“That one per cent is completely possible,” O’Meara said. “People are cheering us on: they think it’s about time someone brought an alternative to this market, and one that is ethically driven.”