Attention is the defining scarce resource of our age.

The Attention Practice is both a consultancy and a project, founded by Claire Coady.

As a consultancy, it advises organisations on strategies that cut through noise and manage attention effectively.

As a project, it explores the forces driving attention scarcity — researching how industries, markets, and technologies are reshaping what people can notice, act on and care about.

The mistaken belief that buying placements means buying attention has created a dangerous illusion. Whether public or private sector, content creator or disseminator, spending on communications is in danger of spending toward extinction — investing more and more in outputs that diminish people’s ability to notice, care, and trust.

The Attention Practice exists to rethink that cycle, and to develop practical ways of managing attention that works for growth, works for resilience, works for media and – ultimately – works for people.