Language is a living, breathing entity, constantly evolving to capture the zeitgeist of our times. Each year, new words and phrases bubble up from the cultural cauldron to define the experiences and sentiments of the moment. For 2024, the Macquarie Dictionary has crowned a term that resonates with many of us, as we navigate the ever-changing landscapes of technology and consumerism. The word is 'enshittification', and it's stirring up quite the conversation among Australians, especially those of us who have witnessed many a service or product decline over the years.


But what exactly does 'enshittification' mean? It's a term that describes the gradual degradation of a product or service, particularly when companies prioritise their profits over the user experience. Think of the social media platforms that were once ad-free havens of connectivity but are now mazes of sponsored content and intrusive advertising. Or consider the streaming services that lure you in with the promise of ad-free viewing, only to introduce tiered pricing models that force you to pay extra to maintain that original experience.


The Macquarie Dictionary has been selecting a Word of the Year since 2006, focusing on terms that have gained significant traction in social and cultural discourse. Last year's choice, 'Cossie livs', was a playful nod to the escalating cost of living. This year's selection, 'enshittification', may not be as commonly used in everyday banter, but it certainly captures a sentiment that many can relate to.


Victoria Morgan, the managing editor of the Macquarie Dictionary, explained the choice to a 3AW interviewer, saying, 'All the streaming channels are making you pay more extra to not have ads is the perfect example of enshittification'. She elaborated that the term is often associated with profit-making strategies where companies initially build a satisfied customer base, only to later implement quick money-making schemes that degrade the quality of their offerings.

The concept of 'enshittification' is not just limited to digital services. It can apply to any area where the quality of goods or services is compromised for the sake of higher profits. For our senior community, this might resonate with experiences of once-trusted brands lowering their standards, or the frustration of dealing with products that are designed to become obsolete, forcing us to make new purchases more frequently.

The Macquarie Dictionary committee also shortlisted other notable terms, such as 'right to disconnect', which champions the idea that employees should be uncontactable outside of work hours – a concept that many of us, longing for a clear work-life balance, can surely appreciate. 'Rawdogging' was another term that made the list, humorously describing the act of enduring a long flight without any electronic entertainment or reading material – a true test of one's ability to disconnect in today's digital age.


Other shortlisted words included 'brainrot', referring to low-quality internet content, and 'sigma', a slang term for an independent, self-sufficient person who enjoys solitude. These terms reflect the diverse and changing nature of our interactions with technology, society, and each other.

As we reflect on the word 'enshittification', it's a reminder to stay vigilant about the quality of the products and services we use and to hold companies accountable for their practices. It's also an encouragement to support businesses that prioritise customer satisfaction and sustainability over short-term profits.
So, dear readers, have you experienced 'enshittification' in any aspect of your life? What products or services do you feel have declined in quality over the years? Share your thoughts and stories with us in the comments below. Let's engage in a lively discussion about how we can advocate for better standards and preserve the integrity of the goods and services we cherish.