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Digital
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5 min read

Big Tech is gaslighting us into waste

After being nudged to ditch yet another working device, I’ve had enough

Jean is a consultant working with financial and Christian organisations. She also writes and broadcasts.

A flat screen on a desk displays a colourful pattern.
BoliviaInteligente on Unsplash,

I wasn’t supposed to write this article. Actually, I was going to about a month ago. But I decided against it because I had a good experience with a Big Tech company, but today I changed mind. Let me start from the beginning.  

Back in 2018, I bought a Samsung flatscreen TV for a flat I was renting in Southfields, if you don’t know South London well, that’s basically Wimbledon. I had just moved back to London. I remember I was excited about it because I hadn’t bought a TV for any of the other places I had lived in. I remember doing all the research. I wanted a Samsung because I am not an Apple person. I couldn’t afford the latest Samsung flatscreen, so I got a mid-range one. It was just as good as I thought it was going to be. In fact, I was pleasantly surprised by the quality for the price I paid. 

When I moved back home during the pandemic, it became the kitchen TV and is still going strong. This Samsung TV is fantastic. The picture is crisp. If I am streaming a show in HD, it gets even better, noticeably better. Compared to the new, bigger TV, in the front room, it’s like night and day. Imagine my surprise when, some of the apps I regularly use on my good old kitchen TV stopped working. The TV works perfectly, but the apps no longer support my TV. In other words, Samsung and the app providers want me to buy a new TV when my TV is not broken. How can I throw away or upgrade a TV that isn’t broken? 

Now you might be thinking it’s not necessarily a deep concern to hold. But this has happened to me before. My tablet, yup, another Samsung product, works perfectly well. It does what I want it to do. I bought it in 2020. I have no need, reason or desire to upgrade or buy another tablet. I was absolutely fine. That is until earlier this year, when Samsung rolled out a software update. My phone was updated automatically. The user interface changed, security is better and Gemini, Google’s version of ChatGPT, has been integrated into my search engine. The update was so transformative, that I questioned why my tablet also hadn’t updated automatically. I kept refreshing the updates screen, hoping it would come through, but nothing happened. So, as any self-respecting millennial would, I googled it.  

What did I find? Samsung is no longer providing updates for my tablet. It is five years old, how does that even make sense? Again, I find myself with a working product, no scratches, no malfunctions, no problems whatsoever. A product I love but I am again being forced to eventually ‘throw it’ because Samsung have stopped providing software updates for it.  

In sharp contrast to Samsung's sudden obsolescence in my life, I was left delighted after, yet another tech fail instead led to a positive outcome. Last month, the screen on my Fitbit suddenly stopped working. My steps and sleep were still being captured and recorded in the app, I just couldn’t see anything, including tell the time.  As you would expect, I thought, ‘Here we go again, another Big Tech company forcing me to buy another product’. I had determined I wasn’t buying a new Fitbit. Instead, I decided I would contact Google. In the Fitbit app, you can get Google to call you back. So, I did and immediately, I found myself speaking to a lovely gentleman in San Francisco. Within five minutes, we concluded that there was a genuine fault. I sent my broken Fitbit off and two days later I received a refurbished replacement. After this experience, I felt okay again about Big Tech. I was in a good place, no need to write this article. Until today.  

This afternoon, as I opened Microsoft Word. There was an announcement. From 14th October 2025, Microsoft will no longer support Office 2019. I am actually shaking my head in disappointment as I type this. Why is this a big deal? When I bought my PC in 2020, I made a deliberate choice to buy the packaged version of Microsoft Office and make a one-off payment. I did not want to entertain or engage in Microsoft’s attempt to turn a packaged good product, Office, into a subscription product Microsoft 365, to extract more money from me in the long run. But here I am again, being forced to do away with a perfectly good, working product by another Big Tech company all in the name of profit.  

These things annoy me because I am being coerced into making choices that go against my value system. I would not describe myself as overtly climate conscious, but I am against waste. I do not subscribe to the idea of a culture that creates and fosters a society driven by consumerism at the behest of profit. Whilst Microsoft, isn’t asking me to throw away a physical product, its actions are causing me to think it is okay to do away with a perfectly decent product for no good reason. The only reason why Samsung and Microsoft are forcing me to change my working products, products that I am happy with is, so that they make more money. I am loyal to them. I have nowhere else to go. They provide a good service we have all encountered, the gradual, then sudden decline of our phone batteries around about the 18-month mark. Another example of unnecessary waste.  

It all feels a little disheartening. We can no longer take these brands’ values at face value. Excellence and quality no longer mean superiority and long lasting. Instead, they mean ‘excellent until we release a new version next year when you ought to buy again or else we will stop supporting you’. No wonder we are all slightly suspicious of Big Tech, we don’t believe they represent what they say represent. We no longer trust that their ‘yes means yes and their no means no’. 

Sadly, in politics the climate discussion has been reduced to a debate around the viability of achieving net-zero in x many years. But what would happen if we broadened out the conversation, and we looked a little bit deeper into the areas of genuine waste. Areas where our consumerist profit driven approach is forcing us to waste rather than steward the world’s limited resources. What would it look like if governments held corporations accountable for practices that force consumers to buy more than they need? Not to stifle innovation or growth but to stop waste. I don’t want to throw away my phone, tablet or TV but sadly Samsung is forcing me to. That just can’t be right. 

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Article
Culture
Digital
Film & TV
Work
7 min read

What my film about the prodigal son really means

Our relentless focus on productivity devalues the things that make us human

Emily is designer and animator at the Theos think tank.

An animated man runs through a jungle.
In Sync with the Sun.
Theos.

Watch now

In his 2021 book 4,000 weeks: Time Management for Mortals, Oliver Burkeman observes that an obsession with productivity doesn’t give us more control over our lives, ‘instead, life accelerates, and everyone grows more impatient. It’s somehow vastly more aggravating to wait two minutes for the microwave than two hours for the oven - or ten seconds for a slow-loading web page versus three days to receive the same information by post.’ 

With technologies like artificial intelligence rapidly accelerating our lives, this constant demand to squeeze more into our time is not only limited to the mundane tasks that we have to do and wish we didn’t. It seeps into what we want to do and indeed must do in order to flourish: creating art, spending time in community, and caring for others. The problem is that these things cannot be measured in productivity metrics because they inherently do not function in that way. How do you measure how ‘productive’ a conversation is? Or a work of art? Artists such as Vincent Van Gogh or Emily Dickinson didn’t see their influence in their own lifetime. 

The more we measure our lives in productivity metrics, the more we devalue the things that make us human, ultimately making our lives and the world around us increasingly artificial. This is the basis of my recent film, In Sync with the Sun, which is a short animation about the rhythms of activity and rest that are written into our world, and what happens when an obsession with productivity takes over.  

I wrote the initial script for the film after a period of burnout. I was fully in the “make the most of every second” mindset, which left me feeling exhausted and confused about where my value resides. In response, I began researching the sleep-cycles of various animals and I was liberated by surprising details such as the fact that lions, which we see as mighty and majestic animals, sleep for around 21 hours a day. Even creatures like jellyfish, which don’t even have brains as far as we know, still have cycles of rest. Every living thing thrives in these rhythms of activity and rest, even down to plants and minuscule organisms. Our whole world is built on this pattern, in sync with the sun. Yet for us humans, our rhythms have been broken by technology, leaving us confused about our limitations and what we should do with our short lives.  

The film begins in nature, deep in the jungle where some leopards are sleeping. But the tranquility is abruptly interrupted by the voice-over declaring, “the war against sleep began when artificial broke into the night.” Brilliant white light breaks up the deep blues and purples on screen, until the screen is filled with blinding white. I wanted it to feel like that moment you peer at your phone in the middle of the night - the pain of your pupils trying to adjust. If you think about it, for 99.9 per cent of human history, our eyes would have never had to do that - until now.  

Artificial light wasn’t powerful enough to change that. Instead, it’s given us an unquenchable guilt about how we use our time. 

With his invention of the light bulb, Thomas Edison was determined to banish the night, and the limitations it enforced on us. Edison was known for being fiercely obsessed with productivity and, as a result, was an anti-sleep warrior who believed,

“There is really no reason why men should go to bed at all.”

As someone living a century on, I find it baffling to imagine that humans should eradicate sleep entirely. Perhaps because just 100 years later we are seeing the results that sleep-loss and over-working can have on our physical health and wellbeing. Maybe we cannot supersede nature after all, since we are an embedded part of it. It seems that “Sabbath" rest is written into our world and into our humanity. Artificial light wasn’t powerful enough to change that. Instead, it’s given us an unquenchable guilt about how we use our time. Now we decide when the day ends, so whoever can rest the least wins. 

The battle is still raging; incandescent bulbs only set aflame that root desire to be increasingly productive. The hamster wheel is spinning uncontrollably, and we must keep up. So, what do we do? The attempt to remove the limitations outside of us has revealed that they are in fact inside of us too. Therefore, the only way to keep up is to remove the human from the hamster wheel altogether. The failure of artificial light leads to the birth of artificial minds.  

 As a creative, this is what frustrates me most about artificial intelligence; that it is mostly being driven by this quest to bring everything under the reign of productivity. It goes without saying that this is greatly needed in some areas of society. Just like artificial light, it can and will do a lot of good in the world. However, when the obsession with productivity is prioritised over human flourishing, that’s when we know there is a big problem with how we view our lives.  

Thinking back to the examples of Van Gogh and Emily Dickinson; what is lost when we don’t allow space for artists, carers, mothers, or any skilled role that requires an element of patience? For me personally, I can’t force creative inspiration, instead it comes at me, often at times when I’m not looking for it. Similarly, sometimes that inspiration leads directly to an instant idea, but most often it’s a vague idea I jot down to which later life experiences and opportunities then build onto, forming it into something bigger and more in-depth. This could be compared to a role or situation that requires relationship building. Sometimes there are moments of instant bonding and “productive” progress in relationships, but it’s often more complex where external experiences or changes, which are outside of our control, may unexpectedly deepen understanding between people after long periods of frustration. 

In my animation, I used the metaphor of a butterfly to illustrate this sentiment. After the character realises he is not made for a life of relentless productivity, he steps out of the black and white skyscraper into the lush wilderness. A butterfly lands on his productivity badge and the voice over says, “You’re not a machine.” I imagine the Creator saying this to the loved creation. Creatures like butterflies seem completely unproductive to our human standards. They take weeks to form in the chrysalis and exist in the world for less time than that. Yet they are a source of wonder and beauty for anyone who has the privilege of seeing one up close. A reminder that nature is not in a rush. Where AI is concerned, however, speed and profit are the focus of desire. But looking at the world around us - that we are a part of - it’s clear that not everything can or should be valued by these limiting metrics alone. 

The overarching narrative of In Sync with the Sun is loosely inspired by the biblical story of the prodigal son. The main character has travelled far away from his home in pursuit of success, and he eventually realises that this master does not love him. At the end he comes home again, finding connection in community and in the good rhythm of productivity and rest that he came from. I wanted the film to address the issues that an unhealthy obsession with productivity can cause, and instead evoke a desire to accept and live more in sync with the boundaries and rhythms that are embedded in the natural world we are a part of.  

The film ends with the line, “The only thing that can stay awake is not awake at all.” In the midst of the changing world of AI, humans might be tempted to measure our productivity levels in comparison to these machines. However, technologies always raise the productivity bar higher and higher, and one day we need to accept that we simply aren’t going to be able to reach it. We don’t sit apart from nature like technology does, so let’s stop resenting that, and instead celebrate it. To quote Oliver Burkeman again,  

“the more you confront the facts of finitude instead - and work with them, rather than against them - the more productive, meaningful and joyful life becomes.” 

Support Seen & Unseen

Since Spring 2023, our readers have enjoyed over 1,500 articles. All for free. 
This is made possible through the generosity of our amazing community of supporters.

If you enjoy Seen & Unseen, would you consider making a gift towards our work?
 
Do so by joining Behind The Seen. Alongside other benefits, you’ll receive an extra fortnightly email from me sharing my reading and reflections on the ideas that are shaping our times.

Graham Tomlin
Editor-in-Chief