Friction-maxxing, a buzzword to restore balance to your life force

24 April 2026

Canadian author and researcher Kathryn Jezer-Morton documented friction-maxxing in an article (paywalled) for The Cut, in January this year. Weeks later, a Wikipedia page was published about the phenomenon. Is that, then, why friction-maxxing is now referred to as a cultural trend?

For the uninitiated, Wikipedia defines friction-maxxing thusly:

Friction-maxxing is the practice of intentionally choosing less convenient options in daily life to build tolerance for discomfort, resist technology-driven ease, and preserve what proponents describe as meaningful human experiences.

I’ve been seeing references to plain old friction, chiefly across the blogosphere, well before January though. Bloggers using the term in their writing were suggesting there ideally/always needed to be a certain difficulty in what we do, whatever that is. This because we’ve somehow come to expect everything we do to be simple and effortless.

I probably live relatively straightforwardly. I work, then I don’t work. I don’t run marathons, climb mountains, or cross oceans in a sail boat. It seems to me if you want more friction in your life, those sorts of activities make a good start. Friction-maxxing, on the other hand, suggests relying less on automated and algorithm-powered goods and services. And AI.

Instead of ordering food delivery, you should prepare the meal yourself. Rather than dictate notes, or type into a notes apps, you should hand write them on paper. Instead of setting up meetings on video calls, you should arrange a face-to-face gathering. Instead of texting or emailing, you should call, and speak to someone, or meet in person. Frightening, no?

For my part, maybe I should, for instance, see movies at the cinema, not stream them in the frictionless comfort of our home. I’ll let you know how that goes.

The big tech companies and social media platforms tell us “boredom, social awkwardness, and effortful thinking”, among other things, are problems to be eliminated. And now that they have been, so we’re told, friction-maxxing is required to make life trickier again. To restore the balance.

Talking of social media though, to instantly increase friction, reduce, or dispense with social media, set up a personal website, and start blogging. That’ll be a source of friction for months.

But in a world where public transport doesn’t run to timetable, traffic gets gridlocked, computers freeze, websites fail to load, phones find themselves in an area with no reception, the coffee grinder at the cafe breaks just as you arrive, you’re caught out by off-app, non-forecast rain in an open, unsheltered space, who needs to be creating friction?

But none of this is really friction, it’s simply life. Annoyances we must deal with. But it keeps us on our toes, and alive. I’m not then convinced by this… cultural trend.

It seems to me embracing friction-maxxing is an attempt to conceal some other, possibly deeper malady. It’s a smoke screen. A marketing term even. Friction-maxxing is akin to putting a band-aid, not on a small cut or scratch, but something far more serious. Something that likely requires proper diagnosis and treatment. If something’s wrong, distractions are not an ideal solution.