Enshittification: The Word Capturing the Spirit of 2024

Australia’s Macquarie Dictionary, a leading authority on Australian English, has unveiled its Word of the Year for 2024: enshittification. This slang term, which describes the gradual decline in quality of products or services particularly in the online sphere resonates with widespread concerns about the digital landscape.

Defined as “the gradual deterioration of a service or product brought about by a reduction in the quality of service provided, especially of an online platform, and as a consequence of profit-seeking,” enshittification reflects the frustration many feel toward the increasingly commercialized and user-unfriendly nature of digital platforms. The judging committee explained that the word “captures what many of us feel is happening to the world and to so many aspects of our lives at the moment.”

A Word of the Times  

The selection of enshittification comes amidst growing discussions around the challenges of the digital era. The term edged out other shortlisted contenders such as looksmaxxing (strategies to enhance physical appearance), overtourism (the overwhelming impact of tourism on popular destinations), and sigma (a term celebrating individualism and self-reliance). Honorable mentions included the “right to disconnect,” a concept advocating for employees’ freedom from work communications outside of office hours, and rawdogging, which refers to taking long-haul flights without electronic entertainment or reading material.

The word originated in online discourse and has gained traction in recent years. A notable blog post from 2023 elaborated on the phenomenon, describing how digital platforms often decline in three stages: first prioritizing users, then shifting focus to business customers, and ultimately exploiting both groups to maximize profits.

Reflecting Broader Trends  

Macquarie Dictionary’s Word of the Year selections often reflect cultural and societal shifts. Last year’s winner, cozzie livs a playful abbreviation of “cost of living” highlighted economic pressures felt across Australia and beyond. This year, the focus shifts to digital ecosystems, underscoring how the virtual world has become an integral part of daily life, often to the detriment of user experience.

 Global Context  

Macquarie’s announcement is part of a global trend among dictionaries to spotlight words that define the times. In the UK, Oxford Dictionary is currently inviting public votes for its Word of the Year, with options such as brain rot (decline in mental well-being), demure (reserved or modest behavior), and dynamic pricing (real-time pricing adjustments based on demand).

These linguistic choices reflect the collective consciousness, capturing moments of cultural significance and providing insight into the evolving concerns and values of society. 

As enshittification takes its place as Word of the Year, it serves as both a mirror and a warning—a reminder of how critical it is to balance innovation with ethics in an ever-digitizing world.