{
  "$type": "site.standard.document",
  "bskyPostRef": {
    "cid": "bafyreihjywqsdsbtj4q5u3tnn4c2txt4mstfftpfl5ixizcufinf5acfba",
    "uri": "at://did:plc:o4xntirwiih5bi3nwsqxkeyq/app.bsky.feed.post/3mhdag3kx7k42"
  },
  "coverImage": {
    "$type": "blob",
    "ref": {
      "$link": "bafkreieeu2fz47niij6v5t7gpplzejudyzzcif6nbjsxzlckvaa5nuhxhy"
    },
    "mimeType": "image/png",
    "size": 2574937
  },
  "description": "From Polaroids to perfume stores with no websites, a cultural shift is pushing back against relentless convenience. As consumers add friction back into their lives, strategists and brands are exploring whether effort, not ease, could become the next marketing advantage.",
  "path": "/why-friction-maxxing-is-catching-on-and-why-brands-are-starting-to-care/",
  "publishedAt": "2026-03-18T10:05:36.000Z",
  "site": "https://www.thesubthread.com",
  "tags": [
    "Subscribe now"
  ],
  "textContent": "Friction-maxxing emerged as a term in an article in The Cut, where writer Kathryn Jezer-Morton explored the idea of avoiding things that make your life more convenient.\n\nThe article argues that by adding friction and rejecting tech-enabled convenience, we get the satisfaction of achievement for our efforts, a feeling that in turn makes us happier.\n\nSince the piece was published in January, the phrase has gained traction, with publications like the FT, The Guardian, BBC and Elle each exploring the subject for their readers. Friction has also been a hot topic in Substacks and on LinkedIn.\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "Why ‘Friction-Maxxing’ Is Catching On and Why Brands Are Starting to Care",
  "updatedAt": "2026-04-21T11:14:54.420Z"
}