Morten's POV

Does research impact have to be serious? I don’t think so. The Norwegian Consumer Council recently produced a brilliant example of how to use humour to get people to notice their report Breaking Free, which outlines the concept of enshittification, and how to combat it.

Enshittification is a process whereby digital platforms and products decay over time. What was once good slowly becomes “shit.”

While few people would read the 100-page report, let alone find it interesting, the Norwegian Consumer Council also produced a video to accompany it. In the video, we follow a charming Norwegian man who works as an “Enshittificator.” Imagine Mark Zuckerberg, just Norwegian and funny.

The video not only raises awareness of the report itself, but helps viewers see the absurdity of an economic system that rewards companies that reduce the quality of their products over time. Who knew that impact could be fun!