Nature is full of metaphors. One of the most chilling—and strangely instructive—is matriphagy: the act of offspring consuming their own mother for survival. As brutal as it sounds, this behavior from certain spiders offers powerful lessons for modern business.
In marketing, “matriphagy” occurs when a brand willingly cannibalizes its own product, legacy, or channel to birth a stronger, more relevant future version. The companies that embrace this calculated self-sacrifice often do so to stay ahead of the curve, win over a new generation of consumers, or completely redefine their space.
Let’s unpack how matriphagy in marketing shows up in the real world—and why it may be the boldest move a brand can make.
The Concept: Why Some Brands Choose Self-Cannibalization
Matriphagy isn’t about destruction for destruction’s sake. It’s a long-term survival strategy. In business, this means letting go of profitable but outdated offerings to make way for disruptive innovation.
The paradox? You must sometimes kill what works to build what’s next.
Example: Netflix killed its DVD rental model—even when it was profitable—to fully commit to streaming. In doing so, it not only ensured relevance but reshaped the entire entertainment industry.
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Next, we’ll look at multiple brands that turned matriphagy into a marketing superpower—each example will highlight a core business decision and its broader brand impact.
