enshittification

The idea that some aspects of the consumer experience are, erm, getting worse, is not new. The term “enshittification” was popularized back in 2022, but people have been talking about topics like “planned obsolescence” even longer. 

It’s been increasingly on my mind, though, and what happened to Dover Saddlery seems like a perfect encapsulation of a broader trend that’s only getting bleaker.

trying to find the path to good choices like…..

Dover was founded in 1975 and steadily grew into a dominant equestrian retailer, going public in 2005. I pored over their catalogs as a horseless kid growing up in Baltimore City — spending hours circling my favorite items, fancifully outfitting my imaginary ponies. That catalog was as engaging to me as all the other equestrian magazines like Equus or Practical Horseman. And eventually, much later in life, the actual bricks and mortar store in our area became a reliable staple. Our “big box” outfitter along with all the other local tack shops.

Unbeknownst to me, and probably many other members of the equestrian community (who may or may not be up to date with the pages of Forbes or Wall Street Journal), three private-equity firms took Dover private in 2015, and its ownership control changed hands at least once after that — with reports of debt, cost-cutting, store closures, and unpaid vendors. And, as many are aware by now, it was taken over again in 2026, and subsequently liquidated by a restructuring firm. 

grateful for the opportunity to unplug from the wider world and just enjoy the moment with our ponies!

This story is apparently being retold again and again across all industries and sectors: a trusted, recognizable niche brand becomes a leveraged financial asset, while employees, suppliers, consumers, and the broader market ecosystem absorb the loss.

The problem, to me, however, is that… the more aware I become of examples of this story, the more I realize just how enormous the private equity / conglomerate ownership model has become, and how deeply intertwined it already is with nearly every facet of my day to day life as a consumer and citizen.

The Guardian ran a story a couple weeks ago about how It’s not your imagination that consumer goods are getting worse. That article linked to a new favorite online publication, Worse on Purpose — authored by Keyana Sapp, who writes deeply researched investigative essays on brands, conglomerations, and the hollowing out of entire sectors.

doozy loves being able to follow along with the group!

For those interested, it’s worth browsing around the Worse on Purpose website… Tho this article about Whole Foods is a neat and tidy representative example of how private equity infiltrates familiar brands and disrupts entire supply chains (and the underlying ethos) quietly enough to avoid much scrutiny or attention, while still exploiting customer loyalty.

More topically for our purposes, however, is this article on pet care and the industry surrounding small animal veterinary care. Sapp promises at the end that a follow up specific to pet food will be forthcoming soon too. I’m personally looking forward to that, since suspecting that my cats’ increasing pickiness over the years may be driven by declining food product quality is part of why I started noticing generalized product degradation in the first place.

That article on vet care is interesting for other topical reasons as well — particularly as it is not especially flattering toward the Mars company. Which, for those unaware, is a massive privately owned multinational conglomerate with roughly $65B in annual sales. And, somewhat coincidentally, is owned and run in part by renowned equestrian enthusiast Jacqueline Mars, or “Mrs. Mars,” as she’s known to her riders. 

not a bad way to spend a day!

You may be familiar with that equestrian tie-in bc the Mars company has been an enormous supporter of major events in recent years, including both the North America 5* competitions. And Mrs. Mars herself breeds and owns a number of FEI horses campaigned by riders of all stripes — from up-and-coming professionals to US Team riders.

In other words, she’s been a major supporter of the sport in a number of critical, existential ways. Which… kinda runs counter to the company’s track record in owning and operating vet clinics and other consumer-facing brands, as outlined in the Worse on Purpose article. And… kinda makes you wonder exactly how reliable that support will be after Mrs. Mars is gone.

Not to be doom-y gloom-y, but isn’t that kinda the whole point? That the accountability for business decisions is increasingly flowing up the ownership chains, that success is metricized into the barest financial terms, at the expense of literally anything and everything else that doesn’t fit neatly into an expense report? 

Take away the individual passion, drive, commitment to community, the will to support…. and, what’s left? Board rooms filled with folks who are only interested in reviewing quarterly reports prepared by lawyers and accountants? 

“oh lawd, are you off ranting on the internet again about things you can’t change??” — doozy, probably

So… yea. You may be wondering what this all has to do with me and my horsey habits and lifestyle LOL, which. Ya know. Fair. And to be honest, I’m not sure I have a point or specific objective here today. Other than, this topic or issue or whatever you want to call it, has been on my mind lately. And I like to write about the things I care about, so here we are. 

I promise that I’m NOT going to try to assign any sort of responsibility or guilt or accountability of any kind onto our role as consumers in this whole situation, either. Bc let’s be real, we’ve been conditioned as a society since basically the 1970’s industry-backed anti-litter and recycling campaigns to view these problems as a failure of individual behavior, placing the burden on consumers while largely leaving the systems responsible in place.

But idk about you, but I don’t really believe that individual consumer behavior can have the same impact or influence as regulatory systems or legal structures. 

Even so, however, I’m still trying to be more thoughtful about my own consumer behavior — divesting where possible from private-equity or major conglomerate ownership structures. Whether that’s through being more selective of the specific brands I buy, or the platforms I use, or whatever.

“ugh i’m outta here, off to go enjoy my purina* snacks” — doozy, not interested lol
(*a Mars company, just so we’re clear on my own “purity” levels here!)

Tho, as ChatGPT informed me (no doubt through its own controversial network of resource and intellectual property consumption / subversion…), it’s better to think about my consumer behavior in this regard as more of a spectrum rather than a purity test. Not every system and supply chain is equally avoidable, ya know? 

But where possible, I’ve made a few small changes. Like my cat food purchases — bc again my precious pets and their increasingly picky tastes were what prompted some of this research in the first place. 

ChatGPT has been useful in researching independently owned and operated pet food manufacturers (tho definitely let me know if you have recommendations too!) and actually, retailers too. I moved my auto ship orders from Amazon to Chewy a couple years ago from a desire to divest from Amazon… But lately am looking to do better than Chewy too. Luckily in my area we have locally owned options like The Mill. 

One downside is in pricing, tho — as major retailers like Amazon or Chewy can often offer the “best” prices. Which, obvi this whole enshittified system shows that the lower prices come at their own costs too… But given that prices of literally everything seem to be climbing at the moment, ya know. Yea we all have to make the right choices for our own situations. No purity tests. 

“sometimes life is better with less thinking tho!” — doozy, philosophical

It’s worth thinking about, tho. Or at least, it’s been on my mind lately. Maybe not exactly a “solve-able problem” per se, but something I’d rather be open-eyed about when making my choices. 

Anybody else thinking about the state of these things lately? Or maybe you have your own private equity horror stories (lord knows I’ve heard all manner of nightmares about everything from fridges and washing machines that only last 2-3 years, to predatory mortgages, lost pensions, senior care disasters… etc, just to name a few!)? 

Or maybe you’ve always prioritized being a more conscientious consumer — and have horse- or pet-friendly recommendations in that regard? Or, lol, and no judgement here, but maybe ignorance is bliss for you when it comes to the darker machinations of the corporate world?