Futurise® theme
Attention
The battle for attention is enormous and ever-increasing. We live in a time when more content is being produced and shared than the human capacity can handle. For example, digital media consumption in the United States grew 4% in recent years, while supply grew 46% over the same period. People just can’t keep up. This development – also known as content shock – presents brands with a major challenge: how do you still get the attention of your target audience in the future?
Always on
Technology plays a very strong role in overstimulation and constantly creates distractions: 43 unread e-mails, a new connection on LinkedIn, a challenge on TikTok, a message in the Amazon app that the delivery man is on his way and so on. One is always “on” and always reachable.
More conscious and selective
People are increasingly realizing that attention and time are very scarce commodities, so they use them more conscious and selectively. People are looking for ways to give attention to what is really important and meaningful. The need for genuine and unexpected attention is growing, and companies that want attention will have to compete on depth and meaning.
Important developments towards 2030
- People are increasingly overloaded with information and become overexcited
- They are therefore becoming more selective with time and attention: companies have to earn it
- The need for human attention is growing; standardized attention has little reach
- Technology is both friend and enemy of attention: in many cases it is the cause of information overload, but it can also help with stimulus reduction
Also check out these Attention case(s):
Futurise® theme
Attention
The battle for attention is enormous and ever-increasing. We live in a time when more content is being produced and shared than the human capacity can handle. For example, digital media consumption in the United States grew 4% in recent years, while supply grew 46% over the same period. People just can’t keep up. This development – also known as content shock – presents brands with a major challenge: how do you still get the attention of your target audience in the future?
Always on
Technology plays a very strong role in overstimulation and constantly creates distractions: 43 unread e-mails, a new connection on LinkedIn, a challenge on TikTok, a message in the Amazon app that the delivery man is on his way and so on. One is always “on” and always reachable.
More conscious and selective
People are increasingly realizing that attention and time are very scarce commodities, so they use them more conscious and selectively. People are looking for ways to give attention to what is really important and meaningful. The need for genuine and unexpected attention is growing, and companies that want attention will have to compete on depth and meaning.
Important developments towards 2030
- People are increasingly overloaded with information and become overexcited
- They are therefore becoming more selective with time and attention: companies have to earn it
- The need for human attention is growing; standardized attention has little reach
- Technology is both friend and enemy of attention: in many cases it is the cause of information overload, but it can also help with stimulus reduction
Also check out these Attention case(s):
Fresh Forward
Translated with
