The European-based social media platform WeAre8 is launching in Denmark, with digital advisor and author Astrid Haug joining as a member of the advisory board. Following success in the UK and Australia, the platform is entering the Nordics for the first time, aiming to challenge the way we use screens and social media. Algorithms are healthy, data is not harvested, and people are encouraged to spend just eight minutes a day on the app, during which they can earn money by watching ads and donate the amount to charitable causes.

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Do we really need another social media platform?

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According to WeAre8, the answer is yes – but only if it does things fundamentally differently. The platform aims to disrupt the traditional social media model, and Denmark now becomes the third stop of the company’s growth journey. Founder Zoe Kalar has high hopes for media-critical Danes.

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“Social media should serve people and our shared future – not the other way around. It’s time for a fundamental shift in how we connect digitally. Today, people on social platforms have become the world’s largest unpaid workforce. With WeAre8, we’re giving power back to the people and we’re the only social platform specifically designed to get you off your screen. Social media has enormous potential to do good for people and the planet, but it requires us to rethink the model. That’s exactly what WeAre8 is about,” says Zoe Kalar, founder and CEO of WeAre8.

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She continues:

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“Denmark has always been a frontrunner when it comes to technology, responsibility, and community, which makes it a natural next step for us as we expand through the EU. We’re making a big investment in Denmark and look forward to engaging in the public debate here.”

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The platform has already passed 2 million downloads globally and attracted more than 250 brands – including UNICEF, IKEA and WWF. The goal is to reach 500,000 downloads in Denmark within the first six months.

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Astrid Haug backs the initiative

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For Astrid Haug, joining WeAre8 is about more than just technology. It’s about taking responsibility for how social media affects our wellbeing, our communities, and our democratic dialogue. As a member of the advisory board, she sees the platform as a genuine and responsible alternative to the traditional social media platforms.

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“We know that social media can be a powerful mobilising force – but we need to take responsibility for how it’s used and what structures it’s built on. WeAre8 offers a way to keep the good, cut out the harmful, and put users back in control. For me, this is an opportunity to turn years of experience in digital communication and public debate into real action – and help create a healthier digital environment,” says Astrid Haug, advisory board member, WeAre8.

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Turning the traditional social media model on its head

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While most platforms compete for as much of your attention as possible, WeAre8 is built on the opposite principle: putting control back in the hands of the people.

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The platform is fully transparent about its revenue model: 60% of advertising income is returned to the community, with 50% going directly to people, who can choose to donate or withdraw the money, 4% to charity partners, 5% to creators, and 1% to climate initiatives. The remaining 40% is reinvested responsibly to support the platform’s growth and sustainability.

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About WeAre8

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WeAre8 was founded in 2020 by Australian serial entrepreneur Zoe Kalar as the world’s first B-Corp-certified social media platform. Now active in the UK, Australia – and Denmark – the platform is designed to empower people and rethink the traditional social media model. There are healthy algorithms, no data harvesting, and people are encouraged to spend just eight minutes a day on the platform while earning money by watching ads, with the option to donate to good causes.

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About Zoe Kalar

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Zoe Kalar is a visionary tech entrepreneur with over 35 years of experience and four transformative companies to her name – including New York-based Standard Media Index, the world’s largest media data platform, used by companies such as Disney, Spotify and NBCU. Across her ventures, she has been driven by the same ambition: to use technology and creativity to bring about positive change for people and society.

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About Astrid Haug

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Astrid Haug is an advisor, author and board member specialising in social media, technology, ESG, and social responsibility. For more than 15 years, she has worked in digital communication, helping organisations navigate the intersection of tech, communication, and politics. She is the author of six books on digitalisation and society and is also active as a lecturer and public commentator. She sits on several boards and is affiliated with The Danish Academy of Technical Sciences as a digital thought leader. She also serves as an external examiner in Media Studies, the field in which she earned her degree at Aarhus University.

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