Nearly every social media experience today is built on the same premise: Humans identify with individuality. Users create a profile, upload an avatar picture, write a short biography and can then scream into the ether to other users on behalf of their digitally sculpted selves.

Naj Austin, the founder behind Ethel’s Club, built Somewhere Good last year on an entirely different premise. She believes that humans crave collectivism more than individualism in a post-COVID world. So she’s in the process of reinventing how social media looks and feels, and with community and people of color at the core.