I’ve been thinking a lot lately about why it’s so hard to put down my phone. Or why at times I suddenly crave chicken wings at midnight after a streak of lost games on Chess.com. And after falling down a bit of a rabbit hole, I stumbled across a term that puts these observations into perspective: Limbic Capitalism.
What Is Limbic Capitalism?
The term, coined by historian David Courtwright (https://davidcourtwright.domains.unf.edu), describes the modern form of capitalism that targets the limbic system (https://my.clevelandclinic.org/health/body/limbic-system), the part of our brain that deals with emotions, motivation, and rewards.
Basically, limbic capitalism sells to our feelings and our wallets. A system built to exploit the emotional and instinctive parts of the brain; the same parts that drive cravings, habits, and impulsive behaviour. And the crazy part? It’s not even subtle. It’s in the colours used on “Buy Now” buttons, the way social media apps refresh our feeds, and the sugary combo in our go-to snacks.
How It Works So Well
The limbic system is ancient. It evolved to help us recognize threats, bond socially, and seek out rewards like food and sex. But now? It’s being hijacked.
And I say this as someone who works in the digital marketing space. Having studied dark patterns (https://www.deceptive.design/#:~:text=Deceptive%20patterns%20(also%20known%20as,Obstruction), UI/UX design principles, and marketing tactics up close, a substantial amount of what we do is about guiding users toward certain behaviours (ideally in ethical ways), but the line between helpful and manipulative can quickly become blurry. Once you understand how these systems are intentionally designed to tap into your emotions, it’s hard to unsee.
Every time you:
- Open Instagram “just for a second” and lose 45 minutes;
- Get a push notification that “you might like this item”;
- Order fast food because the ad just got you…
You’re experiencing limbic capitalism in action.
Examples That Hit Close to Home
Here are a few familiar experiences:
Social media:
Platforms use variable reward systems (aka slot machine logic) to make scrolling addictive. You never know what you’ll see next, which keeps your brain guessing and engaged.
Food and drink:
Ultra-processed snacks are engineered for “bliss points”; a perfect mix of salt, sugar, and fat. That bag of chips isn’t just tasty. It’s been chemically tuned to override our natural satiety cues.
Streaming services:
Ever wonder why Netflix autoplays the next episode? It’s not by accident. It removes friction so our brains don’t have a chance to say “nah, I’m done”.
E-commerce:
Amazon knows what we want before we do. Personalized recommendations are less about helping us and more about nudging our brains toward impulse buys.
Ride-sharing apps (like Uber & Lyft):
Ever notice the “only 3 drivers left in your area!” message? That’s not just a helpful update. It’s a psychological nudge. Scarcity triggers urgency, and our limbic system reacts fast to avoid missing out.
Dating apps:
Swipe-based apps are built on intermittent rewards. You swipe right, and once in a while, you get a match. That unpredictability lights up your brain like a slot machine, keeping you in the loop just in case the next swipe is “the one.”
Limited-time offers in retail stores:
Flash sales, countdown timers, and discount banners trigger FOMO and make people act fast before logic has time to catch up. Our brain reads it as a threat: Buy now or lose out forever.
Push notifications:
Whether it’s a “your friend posted a story” or a vague “you won’t believe this” alert, those little buzzes are designed to spark our curiosity, urgency, and emotional response – anything to pull us back into the app loop.
The Real-Life Impact
Now, I’m not saying all of this is evil; some of it is just smart design. But when profit is prioritized over well-being, that’s where things get problematic.
Limbic capitalism can fuel:
- Impulse shopping;
- Overeating and food addiction;
- Overstimulation;
- Sleeplessness and screen fatigue;
- Social media burnout.
And the worst part? A lot of us will blame ourselves for “lack of willpower” when the system is engineered to railroad that willpower.
How to Spot It In Action
If you want to push back a little, the first step is noticing it. Here’s a quick checklist to ask yourself when you feel hooked on something:
- Do I feel more tired or anxious after engaging with this?
- Is this tapping into an emotion like fear, urgency, or FOMO?
- Is there a built-in loop that’s hard to break (like autoplay or infinite scroll)?
- Was this action my decision, or was I nudged?
The more aware we are, the less likely our limbic system gets hijacked on autopilot.
How to Push Back (Without Moving Off-Grid)
You don’t have to delete every app and live in the forest. But there are small things you can do to regain control:
- Turn off non-essential notifications. No one needs to be alerted every time a brand posts on Instagram.
- Use tools like Screen Time or Freedom to create mindful limits.
- Switch your phone to grayscale. Yes, it’s ugly, but it makes your screen way less stimulating.
- Practice a pause. Before buying, scrolling, or swiping, just take a quick pause. That one-second pause is often enough to wake up our logical brain.
So… Are We Doomed?
Not necessarily. I don’t think the answer is to move off-grid and live in a cabin in the middle of nowhere to disconnect (honestly, even I have thought about it). But I do think awareness is a good first step.
Limbic capitalism isn’t going anywhere. In fact, it seems to be getting smarter. AI and data-driven targeting are making emotional manipulation more precise than ever.
But that doesn’t necessarily mean we’re powerless. Understanding how these systems work is the first step in taking back some control. So next time you’re scrolling, swiping, or snacking, pause for a second and ask yourself: Is this me, or my limbic system on autopilot?