Understanding conspiracy theories as a business: the case of Humanitad

This chapter analyzes the organizational dimension of the modern conspiracy movement by focusing on one case study organization which has promoted conspiracy theories about 5G, COVID-19 and the 2020 United States elections: the London- and Bali-based company Humanitad. To do this, the chapter presents research on the origin, activities, ideology and business model of Humanitad, drawing on Open-Source Intelligence methods (OSINT) and anonymized interviews. We confirm existing accounts that Humanitad promotes anti-government and pseudoscientific conspiracy theories, and we demonstrate a business model that (1) monetizes these conspiracy theories to attract donations and promote consumer products from Humanitad or its partners, (2) uses networks in ways that create credibility in both the mainstream and fringe and (3) extends networks to both governmental and commercial entities internationally, through promoting its ability to influence reputations. Humanitad is embedded in a complex global network where selling consumer products and promoting political and health conspiracy theories coalesce and reinforce each other. We show the value of using an organizational lens to understand conspiracy theory networks and argue that how an organization is structured can play an important role in establishing credibility with implications for the impact (or lack thereof) of far-right conspiracy output within diverse communities internationally. Based on our approach, we suggest regulatory responses to strengthen governance.