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Key Takeaways Brands have always been focused on getting more of people’s attention, but now people want a reason to put their phones down.
Instead of asking, “How do I get people to spend more time with my brand?” ask, “How can my brand help people spend their time better?”
In-person events can build stronger relationships than online engagement alone. Events, clubs, classes and recurring rituals can turn audiences into genuine communities.
Social media, email and digital marketing still work. But we’re entering a period where attention is so constantly being fought over that protecting it can become part of the experience a brand provides.
For most of my career in marketing, brands have been obsessed with one thing: getting more of people’s attention. More time on your website. More email opens. More engagement. More content. More notifications. More reasons for someone to pick up their phone and interact with your brand.
But lately, I think we’re starting to see people crave the exact opposite. They want a reason to put their phones down.
We’re seeing people get excited about analog hobbies again. Dinner parties. Run clubs. Book clubs. Mahjong nights. Crafting. In-person events. Even phone-free experiences where the whole point is that you aren’t documenting every second of what you’re doing.
And I think there is a much bigger lesson here for entrepreneurs and marketers. For years, we have been asking, “How do I get people to spend more time with my brand?”
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