A raft of research articles in Decision Marketing would suggest that good old fashioned direct mail is making a comeback. This trend has been attributed to a combination of factors, one of which is “enshittification” – yes, you read that right!
Coined to articulate the systemic degradation of digital platforms, enshittification encapsulates the palpable decline in the quality, functionality, and user experience of online interfaces and applications over time. In fact, the word is so on zeitgeist that the American Dialect Society made it its word of the year for 2023.
The manifestation of enshittification is multifaceted, characterised by a myriad of issues plaguing digital ecosystems, including but not limited to sluggish performance, rampant advertisement intrusions, proliferating security vulnerabilities, and an erosion of user trust due to data breaches and privacy infringements.
This deterioration not only undermines the efficacy and reliability of digital platforms but also engenders a pervasive sense of disquiet and disillusionment among users who increasingly rely on these platforms for essential services and interactions.
The gravity of enshittification extends beyond mere inconvenience, posing profound implications for digital commerce, communication, and societal engagement. As online platforms continue to deteriorate, there is a palpable risk of exacerbating consumer disenchantment and diminishing the efficacy of digital channels as conduits for economic activity and social interaction.
Amid this backdrop, the imperative emerges for stakeholders across the digital landscape to recalibrate their strategies and priorities to mitigate the adverse effects of enshittification. This entails concerted efforts to bolster digital infrastructure, enhance user experience design, fortify cybersecurity measures, and cultivate a culture of accountability and transparency in data handling practices.
In conclusion, while the resurgence of direct mail may be emblematic of shifting consumer preferences in response to digital saturation, the underlying catalyst of enshittification underscores the imperative for concerted action to ameliorate the systemic challenges afflicting digital platforms.
Only through collaborative efforts and strategic interventions can stakeholders navigate the complexities of enshittification and chart a course towards a more resilient and trustworthy digital landscape.
Bill Portlock is founder and CEO of Metrix Data Science
