Trolls, bots and bot farms seem to have overwhelmed some social media sites and have become a symbol for the darker side of online life. They seem to spread only disinformation, sow discord and be intent on aggression and upset.

Research released recently, commissioned by chai brand Tea India, suggests the overwhelming majority of the respondents (78 per cent) feel the impact that society has become less kind than it used to be, with seven in 10 agreeing that social media platforms play a significant role in this shift.

In an era where online comments can be harsh and harmful, a whopping 83 per cent of respondents strongly agree that social media companies should change their algorithms to promote kinder conversations and reduce the visibility of cruel comments.

Almost 4 in 10 (38 per cent) would like to see ‘kindness bots’ on social media, designed to counteract negativity and spread goodwill online, according to a poll of 2,000 people. Much like offering someone a comforting cup of tea in the real world, these digital tools could help create a more positive and uplifting environment.

The survey findings also emphasised the need for governments to get involved with almost two-thirds of respondents agreeing that legislation should be enacted to force social media companies to adapt their algorithms towards kindness.

Speaking on the survey results, Naomi McCann, Marketing Manager at Tea India comments, "These results show people are fed-up with relentless ‘bad bot’ interference and are asking if we can have bad bot farms, why can’t we have kind bot farms just spreading good news and trying to game the system positively. And why can’t social media companies show harmony, positivity and unity?”

The survey also showed 78 per cent of people admitted they find kindness either ‘a little sexy’ or ‘damn hot’ and being seen as thoughtful comes out as the top compliment people would like to receive (23 per cent), followed by being seen as being easy to talk to (21 per cent).

Neuroscientist, Nicole Vignola, says, “One of the major issues with social media is the online anonymity which can lead to dehumanisation, making it easier for people to be unkind and distanced from the effect that their words have on others. The other major issue is that our increased use of social media and screen-based communication is diminishing our ability to use and interpret essential non-verbal cues, like eye contact and body language. Without these cues, it’s hard for people to develop empathy for others, and thus, leads to a world that is slowly becoming more and more unkind.”