ATTENTION

Attention is marketing’s hottest commodity. Here’s how to get it in the fractured, AI-dominated future
Foresight Publication

Attention is marketing’s hottest commodity. Here’s how to get it in the fractured, AI-dominated future

In an age of infinite content and infinite distractions, brands get attention by telling people something they don’t know about something they care about.
How brands can win attention as AI rises and trust fades
Foresight News

How brands can win attention as AI rises and trust fades

This issue of What the Future explores how brands can thrive in a world driven by AI amid declining trust by mastering attention and creating meaningful connections with communities.
How an energy drink upstart is rewriting the rules of mass attention
Foresight Publication

How an energy drink upstart is rewriting the rules of mass attention

How do you scale or consolidate niches into mass? We talk to Kyle Watson, chief brand officer of the fast-growing energy drink company, Celsius.
How disinformation and ‘conflict entrepreneurs’ thrive in the modern attention economy
Foresight Publication

How disinformation and ‘conflict entrepreneurs’ thrive in the modern attention economy

Media and creators’ thirst for attention is nurturing the growth of conflict entrepreneurs who are driving disinformation and shaping public opinion. Here are ways credible research can neutralize their influence.
Content is full of cheap conflict attention grabs. It’s time to craft a new narrative
Foresight Publication

Content is full of cheap conflict attention grabs. It’s time to craft a new narrative

Amanda Ripley, journalist and author of “High Conflict,” talks us through how brands can maintain trust when AI and disinformation flourish.
What consumers will watch and brands will face in tomorrow’s content revolution
Foresight Publication

What consumers will watch and brands will face in tomorrow’s content revolution

How can brands hold positive consumer attention in contexts they can’t control? USC’s Jeffrey Cole says with strategic preparation and authenticity, brands can thrive amid digital disruption.
Tensions
Foresight Publication

Tensions

What do opinions about today’s tensions say about tomorrow? We plot several possible futures, from using screens for work or pleasure to the trade-offs we make for content or privacy.