Mega-trend Attention Economy
Mega-trend Attention Economy: Attention is one of the most important currencies in the 21st century. But it is hard-earned in the age of social media and constant information consumption. Users expect corporate communication to offer genuine added value and clear positioning.
Companies want to realise their aspiration to social responsibility and take up a policy position with purpose-driven marketing. They take a stand on subjects such as environmental awareness or social justice. But if their credibility is lacking, this is exposed as woke-washing or greenwashing. Social media “shitstorms” are no longer a rarity, with consumers using digital platforms to actively enter into dialogue with brands (deep engagement).
Communication is informed by the visual zeitgeist, where an image-based language becomes established. In addition to personalised entertainment, concrete added value is expected. For this reason, in order to reach consumers, new unique selling points are sought using valuetising.
“On-the-go” content, such as short snippets or audio entertainment, support permanent, location- and device-independent consumption, which is supplemented by recommender systems and sharing in social media. To capture attention, creative campaigns are run as part of stunt marketing. Using the latest technology and customised formats, the aim is to ensure reach and public discussion.
Mega-trend Attention Economy and its macro-trends
As a long-term sign of change, each mega-trend emerges in the form of medium-term macro-trends. Depending on factors like technological development, research status and societal acceptance, the macro-trends need different lengths of time for mainstream adoption.
Exclusively in the Trendexplorer: Macro-trend deep dive
- Drivers of Innovation
- Degree of maturity/mainstream adoption
- Challenges for different industries
- Opportunities for different industries