It's a common sentiment these days: consumer goods just aren't what they used to be. From backpacks to cookware, we're witnessing a decline in quality that's hard to ignore. But why is this happening, and what can we do about it?
The Rise of Conglomerates and the Fall of Quality
Keyana Sapp, a 31-year-old consumer advocate, noticed a disturbing trend when shopping for a new backpack. The brands he remembered from his childhood, like North Face, JanSport, and Eastpak, had all been acquired by the VF Corporation. This sparked a deeper investigation into other consumer goods industries, and Sapp discovered a recurring story: big conglomerates and private equity firms were buying up trusted brands and exploiting their reputations.
The consequences are evident. Zippers that jam, casserole dishes that crack after a few uses, and a general decline in quality across various name brands. Three-quarters of Americans reported quality or service issues in 2025, a stark contrast to the past. Customer complaints have reached unprecedented levels, indicating a widespread problem.
Sapp's research led him to create a database ranking brands from "approved" to "avoid" based on their corporate ownership. He argues that when founders sell their beloved brands to big corporations, they cash in on years of brand-building, but the new owners often lack the emotional investment and connection to loyal customers. This disconnect, combined with the pressure to maximize profits, results in a decline in quality.
The Power of Shareholders and the Impact on Consumers
The rise of shareholder activism and the growth of institutional investors have contributed to this shift. Company executives now face immense pressure to prioritize shareholder returns, often at the expense of product quality and customer satisfaction. As a result, corporate profits hit an all-time high in the first quarter of 2025, while consumers bear the brunt of this profit-driven agenda.
Ben Cohen, co-founder of Ben & Jerry's, understands this dilemma all too well. He's currently fighting to buy back his brand from Magnum, an ice cream company owned by Unilever. Cohen believes that the relentless pursuit of profit erodes the very essence of the product, a sentiment shared by many brand owners who have sold to big corporations.
Holding Corporations Accountable
The news industry, once a watchdog for corporate accountability, has shifted its focus to investors. However, a new wave of apps and websites, like Worse on Purpose and Buy'r, are stepping in to fill this gap. These platforms provide consumers with information about brand ownership and the impact of acquisitions on product quality. The Reddit group Enshittification, named after tech critic Cory Doctorow's term for internet decline, has also become a space for consumers to voice their frustrations.
Taking Action
So, what can consumers do to combat this trend? Sapp suggests supporting small, independent companies whenever possible. By choosing to buy from local businesses and checking the ownership of larger brands, consumers can vote with their wallets and send a clear message to corporations. It's a simple yet powerful way to advocate for better quality and more ethical business practices.
In conclusion, the decline in consumer goods quality is a complex issue rooted in the dynamics of corporate ownership and shareholder power. By raising awareness and making informed choices, we can influence the market and encourage a return to the values of quality and customer satisfaction.
