Attention is the scarcest resource in the internet age. The relentless tide of digital stimuli is challenging consumers’ ability to concentrate like never before.
In order to be truly seen and heard, organisations must endeavour to cultivate in-depth focus rather than fleeting moments of attention. We examine the drivers behind this focus deficit and show how to apply a Focus Filter to your brand output to secure more meaningful audience engagement.
Top: Anxy magazine campaign. Photography by Michelle Le
Right: ChromaYoga, London. Photography by Stephanie Sian Smith
Key drivers include how constant multi-tasking and multi-screening are lowering consumers’ concentration levels; the clickbait phenomenon and its effect on society; and how 21st-century life is suffocating the subconscious well of creativity.
The focus deficit is driving the rise of Anti-ADD Hacks for distracted minds; Concentration Pods that encourage alone time; a resurgence in the scheduled mentality of broadcast tv; and new avenues for storytelling driven by virtual reality.
The rise of ethically responsible interaction design; how AI is helping consumers to function like humans again; virtual wellbeing spaces that combine the best of both worlds; and serenity as a monetised luxury good.
This highly practical presentation is packed with suggestions on how to apply The Focus Filter, from using design and typography to engage a ‘quick-glance’ audience to using silence as a tool to stand out amid the noise.
‘The Future Laboratory’s presentation did exactly what we wanted it to – offer a glimpse of even further ahead in a compelling and engaging way to prepare for what brands need next.’
Maya Draisin, associate publisher and head of marketing, Wired
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Christopher Sanderson is co-founder of The Future Laboratory, where he is responsible for delivering the company’s extensive global roster of conferences, media events and LS:N Global Trend Briefings, which he co-presents with the team in London, New York, Sydney, Melbourne, Stockholm and Helsinki. Clients who have booked one of his inspirational keynotes include Gucci Group, the European Travel Commission, Retail Week, Selfridges, M&S, Chanel, Harrods, Aldo and H&M.
Aleksandra leads the creative team at the Future Laboratory, which translates insights into immersive experiences on and offline and brings to life speculative visions of the future. With a background in critical design, she is an expert in developing far future scenarios that consider long-term implications of today’s trends. Since joining The Future Laboratory in 2014, she has worked with brands including UBS, Diageo, Google, LVMH and Design Hotels.