Why We Left X (and Why You Should, Too)

After all, who hasn’t answered a #journorequest at the 11th hour, to help both a journalist find crucial information for a story, and secure coverage for a client? It’s always been a win-win. 

Until Twitter’s takeover. 

The evolving nature of X prompted us to reevaluate its role within our communication strategy. Namely, to leave the platform. 

In tandem with a brand new 75-minute documentary titled Twitter: Breaking the Bird hitting BBC Two and iPlayer this week, looking into the corporate dynamics and leadership changes within Twitter, we wanted to explain in more detail why we couldn’t in good conscience continue to engage with X.

Historically, Twitter was an indispensable tool for journalists seeking timely information and story leads. It was an easy way for PRs to pick up conversations that might otherwise be lost in the inbox. Because the platform worked in real-time, it allowed news from a variety of different sources to be shared instantly – often with journalists (or members of the public) on the ground, reporting events in real-time.

It was a game-changing platform for all types of journalism, including travel. Massive, always-online audiences made it the harbinger of media opportunity.

And PRs (including the team at Lemongrass) were able to use those opportunities for newsjacking, pitching stories and building relationships with media – all in a collaborative and largely welcoming environment.

It was cool, inclusive – maybe a little snobby – but ultimately, a fun place to be. But the good times weren’t to last.

While Twitter may have had its problems (the speed at which its users often resorted to harassment or brigading, the volume of bots etc.), the platform’s takeover by Elon Musk and subsequent rebranding to X has significantly altered the dynamic of the platform.

Verified accounts became pay to play. Regulation and moderation were removed, and the veneer of “free speech” was pasted over the gaping void left by them – a void that would soon be filled to the brim with dangerous rhetoric.

X has increasingly become a space where far-right ideologies are amplified and misinformation is rife – where journalists are silenced and hate speech goes unchallenged. 

Following Musk’s Nazi salute at the inauguration of Donald Trump in January, Lemongrass felt as a team that we could no longer continue to use a platform associated with such values. 

We made the conscious decision to discontinue our activities on X.

We believe that the platforms we engage with should reflect our commitment to fostering positive and inclusive conversations. 

Our move away from X is part of our broader strategy to ensure that all aspects of our operations are in harmony with the ethical standards we uphold as a B Corp – and as a company that champions inclusivity and respect for people and planet. 

While leaving X has been a relatively clean-cut process, we’re acutely aware that it may be harder to disengage from other dominant social media platforms, like Meta’s Facebook and Instagram.

Meta recently shuttered inclusivity initiatives, removed fact-checking and failed to remove adverts containing extreme hate speech and disinformation – all while owner Mark Zuckerberg bemoans the lack of “masculine energy” in the workplace. 

Lemongrass is a proudly woman-owned and staffed company, and we feel our energy levels are precisely where they need to be.

TikTok’s ownership also hangs in the balance, with Trump pushing for a US buyout that will, no doubt, be beholden to the current administration’s conservative views. 

Within these changes, we are actively exploring alternative platforms that prioritise safety, inclusivity, and constructive engagement. 

We will continue building meaningful relationships with travel journalists and audiences in spaces that reflect our values – and we hope you’ll join us. Channels that we’re researching include:

Bluesky 

• Best for fostering a community-driven environment that prioritises user privacy and meaningful interactions.

Signal Messaging

• Best for an alternative to Whatsapp, this messaging app provides end-to-end encryption to prioritise security.

Discord

• Best for engaging with niche communities and information sharing, with versatile communication through text, voice and video chat.

We're open to hearing how our community is using alternative platforms, so please do send any suggestions our way.

It has played a huge part in the travel journalism and PR industries. But our commitment to maintaining an environment of respect and inclusivity takes precedence. 

We encourage our peers and partners to reflect on the platforms they engage with on a daily basis, and consider how these choices align with their values. 

Together, we can take our business elsewhere when platforms bend the knee to extremist regimes and billionaire businessmen.

We know this message might come across as a bit ranty, or even a bit preachy. And we’ll be honest, we’re a little worried about how it’ll be received. But at the end of the day, we believe it’s important to stand up for what we value, even if it means opening ourselves up for difficult conversations.

We also know we don’t have the perfect replacement for what Twitter used to offer. But we can’t wait for perfection in place of progress. 

Sometimes doing the right thing means moving forward even when the path ahead isn’t entirely clear.