Rich Thinking… Can I have your attention, please? Addictive tech may soon face calmer challengers.
Age restrictions on social media, US court rulings on child safety and addictive design, new digital market regulations: it’s a pivotal moment for how we design digital experiences - and how consumers choose brands.
Children with smartphones aren’t the only attention problem. We all are. The attention economy we’ve built often rewards clickbait over quality, truth, or lasting value.
Manosphere crypto lifestyles. AI-generated body transformations. Effortless transactions, instant gratification - it’s digital fast food.
Whilst there is much high quality content and connection, we’ve increasingly prioritised endless scrolling, novelty, and notifications - over deeper, meaningful experiences.
Because humans love distraction.
And we’ve accepted the rules of dominant platforms. Giant scale justified by network economics. Too convenient to leave.
Even when content accountability is unclear.
But the binge has consequences. For companies and individuals alike, the quick win doesn’t feel as good as we hoped.
Some call it ‘enshittification’. Everyone fighting for the same attention, the same incremental dollar. Whilst the experience declines.
And every potential addiction eventually demands moderation. And regulation.
Some will say it should just be about personal responsibility. Discipline. Like resisting that chocolate bar at the checkout.
I heard those people. So I use a Brick device to block addictive apps before leaving home.
Or I carry a simpler second phone - less a burner, more a barrier. A map, a wallet, a book reader, a radio. A phone, in black and white, text only.
But self-discipline struggles against ‘addictive by design’. And the social internet is too useful to put back in its dial-up box.
This week, two US rulings could mark a turning point.
One jury found tech firms deliberately built addictive experiences, harming mental health. Another ruled Meta misled the public about platform safety for young users.
These decisions ripple outward: how we design products, where we invest advertising money, how we build brands that show a different way.
And whether dominant platforms might face breakups, like oil or telecoms before them.
Meanwhile, age verification is rolling out across social media in 12+ countries.
Media literacy education - spotting ‘too good to be true’ images and ideas - is expanding in Finland, Sweden, France, Taiwan, the UK, Australia, and beyond.
And what’s healthy for kids is likely good for everyone.
A movement for ethical design is growing among tech and creative teams. But will tweaking existing apps be enough? Probably not.
Stronger competition is coming too
Network effects make us reluctant to leave our contacts, followers and content behind. But it should become easier to leave services and choose alternatives.
New digital market laws in the UK and EU are levelling the playing field:
Easier to leave: subscription cancellation as simple as sign-up, auto-renewal reminders.
Fewer disguised ads, fake reviews, or undisclosed endorsements (though smarter ‘regtech’ may be needed to handle the volume).
No more locking users in: interoperability with rival services is coming, starting with messaging (eg WhatsApp to Signal).
Consumers can already export their data - but the right to carry followers, contacts, and content history to a rival service is on the horizon too.
AI platforms and recommendation algorithms are next. Building on the EU’s transparency rules for high-risk AI (hiring, health, deepfakes) and labelling of AI-generated content.
10 ways we can design healthier digital experiences and stay competitive
To reduce risk, attract and retain valuable customers and colleagues:
Ethical design: Amber Case’s ‘calm technology’ and Harry Brignull’s work on ‘deceptive design’ offer paths to experiences that work well without being intrusive, coercive or addictive. Should code and design practice first ‘do no harm’? (Remember Google’s ‘Don’t be evil’?)
Authentic loyalty: Digital has relied too often on keeping us in the walled garden - endless scrolls, dopamine from likes, subscription lock-ins. Working on physical retail at Boots and John Lewis, we knew customers only came through the door each week if we aimed for consistently good, human experiences - we didn't lock them inside.
Moving away from ad-funded 'free' to low cost subscriptions: If platforms become interoperable, what makes your interface experience the trusted choice? Simpler navigation? Better moderation? Safe content guarantees? Age-appropriate design?
The ‘post-smartphone’ AI future: Nothing’s CEO envisions a ‘post-app’ world, with AI managing interactions. The Rabbit R1 already tried to make things feel less taxing.
Customer co-creation, experiments and testing: We can continue to involve people in participatory design - deciding what’s fair and useful, not deceptive and addictive.
Brand reputation: With less incentive for outrage, brands can build trust by placing content and advertising with ethical, well-moderated platforms and media outlets.
Talent retention: In a competitive market, top product teams will choose organisations that design great experiences, over crude addictive content.
Personal growth: With less distraction and fewer pings we can create calmer, more thoughtful, more productive workplaces. Breathing space for the work humans do best.
Inclusion works for all: Designing for different ages, distinctive needs or a range of abilities often improves experiences for everyone. Think bigger, clearer text on packaging or safer app content.
Calling out bad practice. New tech needs room to grow, but the old excuse—‘scale is essential for innovation’ - doesn’t hold. With more competition we can choose brands and partners that do the right thing. Now with the backing of fair regulation and penalties.
This future sounds less radical, less disruptive to some.
But new challengers will keep us sharp. And healthy competition sounds a lot calmer than addictive distraction.
Because constant attention is like a rollercoaster that never ends. In the end, it will probably make you sick.
And theme park designers know: the best experiences blend highs and lows. The high should be a choice. Seeking it constantly is overwhelming—we lose our sense of normal, the chance to reset.
Great experiences leave you smiling, wanting to return. Not worrying if you’ve overindulged.
Rich Warmsley
(with research edits from Claude and Le Chat AI)
P.S. Here’s some of the reading and watching that shaped this article:
