Friction-maxxing is becoming a widespread resolution among people seeking an alternative to today’s hyperconvenience culture enabled by Big Tech companies. The term, likely coined by Kathryn Jezer-Morton for The Cut, “is not simply a matter of reducing your screen time. It’s the process of building up tolerance for ‘inconvenience’...and then reaching even toward enjoyment”. Jezer-Morton suggests refraining from location-sharing or ChatGPT to begin one’s friction-maxxing journey, while other TikTok users, such as creative health scientist influencer @katina.bajaj, stress the relevance of ‘good friction’. The discourse around friction-maxxing is also circling around in tandem with the rise of ‘hot girl hobbies’ or activities meant to protect your brain from atrophying.

People are starting to consider the importance of cognitive health on top of mental wellbeing now in the context of wellness, seeking a cure for the widespread brain fog caused by either long COVID-19 or digital fatigue – another reason Gen Z is pursuing hobbies to keep their minds active while establishing new connections over similar passions. But friction-maxxing doesn’t just mean cognitive care – it’s how people are protesting against overall convenience culture by building tolerance for general discomfort to cultivate meaningful experiences. That’s why Alyssa Liu’s statement about her love for “struggling” – because it makes her “feel alive” – resonated with Gen Z netizens also navigating unprecedented uncertainty in the permacrisis. Rather than catering to people’s aspirational desires, brands have the opportunity to reward them for demonstrating human agency, not just ambition. For example, adidas’ latest campaign with Timothée Chalamet is meant to be a celebration of “self-belief and playfulness” rather than just competitiveness.