Latest news with #DrGloriaMark
Fast Company
20 hours ago
- Business
- Fast Company
How to build brands for short attention spans without losing depth
You know that moment when you pick up your phone just to check a message, and before you know it, you're three apps in, watching a random video about how penguins sleep? That's the world we're building brands in now. Our attention spans are a little scattered these days. Dr. Gloria Mark from UC Irvine has the numbers to prove what we already suspected: Our attention span on screens has shrunk to just 47 seconds. That means audiences are incredibly good at filtering out the content that doesn't immediately grab them. So, how do you build a brand that stops the scroll and creates lasting connections? It's tricky, but doable. 1. SAY WHAT YOU MEAN People spend about 54 seconds on a page. That's barely enough time to make a cup of coffee, let alone decode your clever marketing speak. Your opening line needs to be clear, compelling, and worth responding to. Think about how Apple introduces its products. They usually start with something simple like 'The most advanced iPhone we've ever made.' There's no industry jargon, no overwhelming technical specs. If you're interested, you can explore the details further. The goal is to be understood quickly. You can save the cleverness for when you've already earned their attention. 2. MAKE THEM STOP SCROLLING, THEN GIVE THEM A REASON TO STAY People decide whether they like your content in 50 milliseconds. That's faster than you can say 'brand awareness.' But stopping the scroll is only half the battle. Once you've got their eyes, you need to keep their brain engaged. Eye-tracking studies show people spend 74% of their time on the first two screens of content, so that real estate better be worth it. I like to think of it like a good restaurant. The storefront draws you in, but the food makes you want to come back. Your design is the storefront. It needs to be appealing and inviting. Your content is the meal and it should deliver on what the presentation promised. Use things like bold headlines, bullet points, and pull quotes to create breathing room. Nobody wants to stare at a wall of text anymore. Make it easy to consume. 3. TELL STORIES IN BITE-SIZED PIECES You don't need to tell your whole brand story in one sitting. Think of it more like a Netflix series where each episode can stand alone, but together they build something bigger. Patagonia does this beautifully. One post might be about a new recycled material, another about an environmental victory, and another about a customer's adventure. Each piece is interesting on its own, but together they paint a picture of a company that actually walks the walk on sustainability. And that's what younger audiences expect, especially Gen Z. According to McKinsey's True Gen report, Gen Z is driven by values like ethics, transparency, and authenticity in their purchasing decisions. More than 80% refuse to buy from companies involved in scandals, and 65% research where and how products are made before purchasing. The lesson? Your brand story needs to be consistent because people will fact-check you. And if the pieces don't add up, don't be surprised if they call you out publicly. 4. USE AI LIKE A GOOD ASSISTANT, NOT A REPLACEMENT AI can be helpful for personalizing experiences and staying relevant. When done right, it feels like the brand 'gets' you. When done wrong, it feels like you're being stalked by a robot. About 71% of consumers appreciate personalized content. Good AI-powered personalization should be like having a knowledgeable friend recommend something you'd actually want. Bad personalization feels like someone rifling through your personal stuff to sell you things. The secret is using AI to enhance human creativity, not replace it. Let technology handle the data and targeting, but keep real people involved in crafting the message and maintaining the brand's personality. 5. SAY IMPORTANT THINGS MORE THAN ONCE, BUT SAY THEM DIFFERENTLY Many brands believe that depth means including as much information as possible in one place. But consistency actually matters more than comprehensiveness. It's not about having the longest blog or listing every feature, but repeating core messages across all platforms. Research shows that consistent branding across all channels can increase revenue by up to 23%. That means that your core message should feel familiar on Instagram, in emails, and on your website. Think of your brand message like your personality. You might express it differently when you're texting a friend versus giving a presentation, but the core of who you are stays the same. THE BEST BRANDS WIN ATTENTION AND LOYALTY Our attention spans may be shorter, but consumers' expectations are higher than ever. The brands winning this game are the ones that respect people's time by being clear, consistent, and genuinely helpful. They understand that earning 47 seconds of attention is just the beginning and that the real goal is earning the right to that attention again and again. You don't need someone's full attention for ten minutes to make an impact. You just need to make those first few seconds count, and then prove you're worth coming back to. At the end of the day, building a brand is about being genuinely worth people's time.
The National
04-07-2025
- Health
- The National
Struggling to concentrate? Experts' tips for reclaiming focus
Most people won't make it to the end of this article. If you've come even this far, you're clearly intrigued by the subject matter, but the estimated reading time of nearly four minutes is five times longer than the average attention span today. Every single day, most of us glance at our smartwatch while talking to someone, pick up our phone as we watch a TV show, or scroll through social media when we have a couple of minutes to spare. Not only is technology distracting many from the real world, but even when they're logged in, they dedicate just a few seconds to each new nugget of information before succumbing to the draw of another tab. All of this points to not only an alarming overuse of gadgets, but also the equally troubling inability to focus. Why our attention spans have waned 'There is no doubt that technology has profoundly affected our ability to focus in the short term,' says Rami Shtieh, a mental health practitioner at BodyTree Studio, Abu Dhabi. 'Our collective humanity is subject to a constant blitz of notifications from smartphones, emails and social media alerts, which results in fragmented attention that makes sustained focus increasingly difficult.' With so much at our fingertips in an instant, our brains are being conditioned to expect constant stimulation, moving away from a sustained attention span. In her book Attention Span: A Groundbreaking Way to Restore Balance, Happiness, and Productivity, psychologist and attention expert Dr Gloria Mark notes that in 2004, the average attention span on any screen was two and a half minutes, decreasing to 75 seconds in 2012 and just 47 seconds in recent years. 'This reduction is largely driven by the way digital platforms are designed – to be stimulating, rapid and rewarding,' says Dr Lara Foresi, psychiatrist at Thrive Wellbeing Centre, Dubai. 'Social media, for example, encourages fast scrolling, short video formats and notifications that constantly pull our attention away. These platforms capitalise on intermittent reinforcement, which makes users repeatedly check for updates, likes or new content. 'As a result, our brains are increasingly wired to crave novelty and rapid information delivery, making it harder to engage in slower, more reflective cognitive processes such as reading a book, having a deep, uninterrupted conversation or even watching a full-length film.' The impact of this goes beyond the superficial, such as skipping songs or accidentally doom-scrolling – it can also be detrimental to our wellbeing. How lost focus can affect wellbeing 'Cognitive overload and constant distractions can lead to chronic stress,' says Dr Muhamed Hamza, clinical psychologist at Lighthouse Arabia, Dubai. 'As people struggle to maintain focus, feelings of incompetence and frustration can arise, exacerbating mental health issues. Evidence indicates that prolonged difficulties with focus can lead to struggles such as chronic anxiety and depressive symptoms.' Devika Mankani, psychologist at The Hundred Wellness Centre, Dubai, adds: 'When our attention is fragmented, we lose more than productivity. We lose presence. Emotionally, it can erode the richness of our relationships as a distracted mind rarely finds rest.' Another long-term effect, say experts, is on our sense of self. 'As the ability to be fully present erodes, so too does our capacity to connect inwardly with ourselves,' says Dr Enrica Verrengia, specialist psychiatrist at BPS Clinic, Dubai. 'People living in states of chronic distraction frequently report a sense of disconnection from meaning, from purpose and from the values that once grounded them. This isn't merely a psychological effect; it reflects a deeper breakdown in the continuity of inner life. Studies have shown that excessive media multitasking is associated with a fading sense of identity, a loss of clarity about the self and a growing feeling of existential emptiness.' Tips and tactics for reclaiming focus To take action, it's essential to recognise what constitutes a chronic lack of focus. Natural distractibility is a part of being human, and a person's focus will shift throughout the day depending on various factors, such as the sleep duration and quality, hunger, interest in a task and external diversions. However, when lowered focus begins to affect not only your work and relationships, but also your overall happiness, it's time to take action. Eliminating technology isn't realistic, so adding steps to your daily routine may help instead. A daily mindfulness practice is a good place to start. 'Research consistently shows that mindfulness practices, such as meditation, can significantly improve focus and attention,' says Hamza. 'Even short periods of mindfulness training can enhance sustained attention and cognitive control. Incorporating daily mindfulness can help retrain the brain to stay focused for longer periods.' Recognising situations and times when inattention is likely to occur is key to removing the temptation of what might distract you from work, family or personal time. Time-blocking, or carving out specific parts of the day to focus on particular tasks, can help create a more organised approach, along with swapping multitasking for monotasking and focusing on one thing at a time. 'Implement structured work periods,' says Shtieh. 'Use tactics such as the Pomodoro Technique, where you work for 25 minutes followed by a five-minute break. This approach has been shown to boost productivity by providing regular opportunities to recharge.' Additionally, the Deep Work technique, introduced by Cal Newport in his book of the same name, advocates setting aside distraction-free blocks of time, usually 60 to 90 minutes, dedicated to cognitively demanding tasks. 'Planning these sessions daily and treating them as non-negotiable helps reinforce their value,' says Foresi. 'Ending each session with a clear goal or stopping point ensures progress and maintains motivation.' When it comes to technology, turning off notifications and setting screentime limits can help you regain control. Additionally, physical activity has been shown to improve cognitive function and attention in both the short and long term. Mankani says: 'We don't need to abandon technology, but we do need to renegotiate our relationship with it consciously, compassionately and consistently. Focus is not lost – it's simply waiting to be reclaimed.'
The National
19-06-2025
- Health
- The National
Lost focus is affecting our wellbeing - is it too late to reclaim it?
Most people won't make it to the end of this article. If you've come even this far, you're clearly intrigued by the subject matter, but the estimated reading time of nearly four minutes is five times longer than the average attention span today. Every single day, most of us glance at our smartwatch while talking to someone, pick up our phone as we watch a TV show, or scroll through social media when we have a couple of minutes to spare. Not only is technology distracting many from the real world, but even when they're logged in, they dedicate just a few seconds to each new nugget of information before succumbing to the draw of another tab. All of this points to not only an alarming overuse of gadgets, but also the equally troubling inability to focus. Why our attention spans have waned 'There is no doubt that technology has profoundly affected our ability to focus in the short term,' says Rami Shtieh, a mental health practitioner at BodyTree Studio, Abu Dhabi. 'Our collective humanity is subject to a constant blitz of notifications from smartphones, emails and social media alerts, which results in fragmented attention that makes sustained focus increasingly difficult.' With so much at our fingertips in an instant, our brains are being conditioned to expect constant stimulation, moving away from a sustained attention span. In her book Attention Span: A Groundbreaking Way to Restore Balance, Happiness, and Productivity, psychologist and attention expert Dr Gloria Mark notes that in 2004, the average attention span on any screen was two and a half minutes, decreasing to 75 seconds in 2012 and just 47 seconds in recent years. 'This reduction is largely driven by the way digital platforms are designed – to be stimulating, rapid and rewarding,' says Dr Lara Foresi, psychiatrist at Thrive Wellbeing Centre, Dubai. 'Social media, for example, encourages fast scrolling, short video formats and notifications that constantly pull our attention away. These platforms capitalise on intermittent reinforcement, which makes users repeatedly check for updates, likes or new content. 'As a result, our brains are increasingly wired to crave novelty and rapid information delivery, making it harder to engage in slower, more reflective cognitive processes such as reading a book, having a deep, uninterrupted conversation or even watching a full-length film.' The impact of this goes beyond the superficial, such as skipping songs or accidentally doom-scrolling – it can also be detrimental to our wellbeing. How lost focus can affect wellbeing 'Cognitive overload and constant distractions can lead to chronic stress,' says Dr Muhamed Hamza, clinical psychologist at Lighthouse Arabia, Dubai. 'As people struggle to maintain focus, feelings of incompetence and frustration can arise, exacerbating mental health issues. Evidence indicates that prolonged difficulties with focus can lead to struggles such as chronic anxiety and depressive symptoms.' Devika Mankani, psychologist at The Hundred Wellness Centre, Dubai, adds: 'When our attention is fragmented, we lose more than productivity. We lose presence. Emotionally, it can erode the richness of our relationships as a distracted mind rarely finds rest.' Another long-term effect, say experts, is on our sense of self. 'As the ability to be fully present erodes, so too does our capacity to connect inwardly with ourselves,' says Dr Enrica Verrengia, specialist psychiatrist at BPS Clinic, Dubai. 'People living in states of chronic distraction frequently report a sense of disconnection from meaning, from purpose and from the values that once grounded them. This isn't merely a psychological effect; it reflects a deeper breakdown in the continuity of inner life. Studies have shown that excessive media multitasking is associated with a fading sense of identity, a loss of clarity about the self and a growing feeling of existential emptiness.' Tips and tactics for reclaiming focus To take action, it's essential to recognise what constitutes a chronic lack of focus. Natural distractibility is a part of being human, and a person's focus will shift throughout the day depending on various factors, such as the sleep duration and quality, hunger, interest in a task and external diversions. However, when lowered focus begins to affect not only your work and relationships, but also your overall happiness, it's time to take action. Eliminating technology isn't realistic, so adding steps to your daily routine may help instead. A daily mindfulness practice is a good place to start. 'Research consistently shows that mindfulness practices, such as meditation, can significantly improve focus and attention,' says Hamza. 'Even short periods of mindfulness training can enhance sustained attention and cognitive control. Incorporating daily mindfulness can help retrain the brain to stay focused for longer periods.' Recognising situations and times when inattention is likely to occur is key to removing the temptation of what might distract you from work, family or personal time. Time-blocking, or carving out specific parts of the day to focus on particular tasks, can help create a more organised approach, along with swapping multitasking for monotasking and focusing on one thing at a time. 'Implement structured work periods,' says Shtieh. 'Use tactics such as the Pomodoro Technique, where you work for 25 minutes followed by a five-minute break. This approach has been shown to boost productivity by providing regular opportunities to recharge.' Additionally, the Deep Work technique, introduced by Cal Newport in his book of the same name, advocates setting aside distraction-free blocks of time, usually 60 to 90 minutes, dedicated to cognitively demanding tasks. 'Planning these sessions daily and treating them as non-negotiable helps reinforce their value,' says Foresi. 'Ending each session with a clear goal or stopping point ensures progress and maintains motivation.' When it comes to technology, turning off notifications and setting screentime limits can help you regain control. Additionally, physical activity has been shown to improve cognitive function and attention in both the short and long term. Mankani says: 'We don't need to abandon technology, but we do need to renegotiate our relationship with it consciously, compassionately and consistently. Focus is not lost – it's simply waiting to be reclaimed.'
