Eco-attention

How to stand out in a world of massive distraction

Nonstop information, advertising, emails, social networks, hyper choice… We are being bombarded with stimuli that keep us in a constant state of distraction. This situation alters our brain performance: our ability to concentrate wanes, we make more mistakes and multitasking exhausts us. Moreover it affects our social relationships. As we are unable to disconnect, we have started to resort to medication to restore our attention span.

As a result, attention has become an ultra-rare resource coveted by increasingly powerful predators (Facebook, Google, etc.).

With this in mind, companies and brands must implement two eco strategies:

• Attention economy: standing out for attention among stiff competition with content that surprises, engages, and is anchored in the news.
• Attention ecology: helping people regain control over their attention with offers, interfaces and interactions that take their preferences into account and help them reduce the flow.