Attention Wealth
In the information economy, our attention is our most valuable resource, leading us to be more skeptical of those who manipulate us to get it, and instead seek out and trust those who communicate in more authentic ways.
One of the ten megatrends from Non-Obvious Megatrends, the #1 Wall Street Journal bestselling finale of the trend series, distilled from a decade of research.
The Evolution · 10 past trends led to this megatrend
How Attention Wealth Evolved
Aggressive honesty will lead to edgier and more effective marketing as brands reveal this unexpected tactic that consumers welcome.
The best retailers create passionate users who not only buy products but also rave about their experiences. They inspire those on their social networks to try the products themselves.
In the coming year, more retail stores will create unique experiences using the principles of theater to engage customers with memorable experiences.
Organizations discover that taking people behind the scenes of their brand and history is one of the most powerful ways to inspire loyalty and drive purchase.
As the line between news and entertainment blurs, smart curation displaces journalism as engaging content is paired with sensational headlines to drive millions of views.
Brands increasingly invest in high-touch, in-store experiences to build brand affinity and educate customers, while seamlessly integrating online channels to complete actual purchases and fulfill orders.
Media, data analytics, and advertising are combining forces to create a perpetual stream of noise that is intended to incite rage and elicit angry reactions on social media and in real life.
With trust eroding in media and institutions, people are engaging in a personal quest for the truth based on direct observation and face-to-face interaction.
Creators, corporations, and governments use virtual creations to shift public perception, sell products, and even turn fantasy into reality.
Brands and creators intentionally use spectacles to capture attention and drive engagement.
In the information economy, our attention is our most valuable resource, leading us to be more skeptical of those who manipulate us to get it, and instead seek out and trust those who communicate in more authentic ways.
