Analog Washing

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Analog-Washing

[an·uh·log wosh·ing]

What Is Analog-Washing?

The practice of marketing digital products or services by emphasizing their supposed analog or "natural" qualities to appear more authentic or healthy. Think: A social media app promoting itself as "just like having coffee with friends" while still employing addictive engagement tactics.

Word Origins:

Combines "analog" (traditional non-digital technology) with "washing" (from greenwashing), emerging in the late 2010s as tech companies sought to counter digital wellness concerns.

Common Marketing Tactics

Companies often use nostalgia-based imagery, analog metaphors, and wellness-focused language to mask digital engagement mechanics. This includes featuring handwritten fonts, paper textures, and traditional social interaction analogies in their marketing.

Recognizing Analog-Washing

Key indicators include excessive use of terms like "authentic," "natural," and "real connections" while the product maintains typical attention-grabbing features like infinite scroll, push notifications, and engagement metrics.

Digital Wellness: The pursuit of healthy relationship with digital technology

Dark Patterns: Deceptive user interface designs that manipulate users

Online Authenticity: The genuine representation of oneself in digital spaces