"You Measure, Therefore You Are"? This is a dangerous new trend that big tech is making billions of dollars from.

We seek order in chaos through numbers, measuring what was previously fluid and elusive. How do you expect to become "the best version of yourself" if you have no control over your metrics? How do you expect to "optimize your results" without quantifying your goals? It quickly became clear that it's not just about self-knowledge. In the age of social media and apps, what's measured becomes visible, and what's visible becomes the currency of social exchange.

From the Self-Quantification Movement to a Cultural Habit

It all seems to have begun with the Quantified Self movement, which emerged in 2007 in California from the initiative of Wired magazine journalists Gary Wolf and Kevin Kelly. Initially, it was a community of technology enthusiasts who met to share their experiences measuring and analyzing various aspects of life—from sleep and diet to mood and productivity. The guiding principle was "self-knowledge through numbers" —the belief that data can help us understand ourselves better than subjective feelings. Over time, its adherents began to believe that "you measure, therefore you are" and that using numbers, one can manage one's life like a well-optimized project. Emotions, difficult to quantify, were treated as interference, not as an integral part of experience. Self-quantification was supposed to bring clarity and objectivity —instead of relying on intuition, one should trust charts. In a sense, it was a rebellion against the unpredictability of human nature—numbers were meant to tame chaos, impose control, and increase efficiency.

The problem is that over time, this way of thinking has become not just a practice, but almost a religion. A kind of data fetishization has occurred—app results have become more important than actual bodily sensations. Today, sleep analysis on a watch is more important than whether we feel rested in the morning. Data has begun to act as an oracle, trusted even when it contradicts our own perception of reality as provided by our five senses.

The market of gadgets that measure and standardize us

It's undeniable that this philosophy has perfectly aligned with the technological boom. Just look at the growth of the activity tracking market. Fitbit wristbands, Garmin watches, Oura rings, and Apple smart glasses are taking over the wrists and pockets of millions of people. In 2023, the global activity tracking market was valued at approximately $56.7 billion, and by 2024, it was already worth over $80 billion, and that's not all.

It's estimated to double in value by 2030, reaching approximately $186 billion. Nearly one in four adults worldwide now wears a smartwatch, and the percentage is even higher among younger users. This proves that we're not dealing with a fad, but a new normal. These devices not only help monitor heart rate and sleep patterns, but also remind you how many steps you need to take toward your goal, often allowing you to share your progress instantly.

While data from these gadgets can be imprecise, research shows their impact on behavior is real. Users, who can compare themselves with others and compete in leaderboards, increase their activity, sometimes by a thousand steps a day. The technology not only measures but also motivates, but the mechanism works selectively—less active people actually gain, while more athletic individuals sometimes... slow down when the competition becomes tiring. It turns out that effectiveness depends not only on the algorithm but also on the user's personality.

Social validation as a new goal

Even more interesting is the social dimension of the entire phenomenon. It's not just about sleeping well, living healthily, and being well-read, but also about others noticing. In this way, numbers are becoming a new language of self-control, as well as a tool for image-building. Statistics from fitness or reading apps are beginning to serve as modern-day diplomas and certificates —proof that we're disciplined, committed to development, and "belong" to the right group. Modern success doesn't have to be described in words; a chart in the app or a screenshot of a monthly summary will suffice.

Numbers alone, while impressive, aren't enough—they need the recognition of others to gain meaning. In this sense, compliments become a catalyst for datafication —they reinforce the feeling that our efforts are noticed and therefore valuable. Psychologists demonstrate that sincere praise activates the same areas of the brain as material rewards, increasing willingness to cooperate and maintain habits. However, they only work when they are authentic.

Moreover, people with low self-esteem often fail to acknowledge them, viewing them as a disruption to their self-image —similar to the self-quantification movement , which treats emotions as "noise" that interferes with analysis. Research also shows that people too often refrain from giving compliments, underestimating their impact on motivation and sense of purpose.

Data Fetish vs. Authentic Experience

In this sense, today's tracking of steps or hours of sleep is only part of a broader picture. What's recorded in an app becomes a pretext for receiving social validation, and this—like a compliment—can be like a drug. Numbers make us feel better, but only when they're noticed. The paradox is that the more we seek validation in the eyes of others, the less we are able to enjoy the experience itself. Sleep, supposedly a restorative experience, becomes a race to the finish line, and a book becomes an excuse to add another title to the list.

So you could say that social recognition has become the latest goal of self-control. It's no longer about being healthier or more educated. It's about presenting yourself well on social media and having that validation from others.

Datafication—a process meant to help us understand ourselves—has transformed into a mechanism that forces us to constantly fight for acceptance . While it's hard to expect us to stop counting, it's worth asking ourselves sometimes: are we doing this for ourselves, or for the reach and praise?