The attention economy is fuelled by attention - especially human attention.
Human attention is renewable. It is also finite. In a world of proliferating content, attention is showing signs of strain.
These signs of strains are indications of
Attention Scarcity.
What is Attention Scarcity?
Attention Scarcity is the idea that human attention is finite – and increasingly under pressure. Coined and developed by Claire Coady, founder of The Attention Practice, the concept recognises that modern systems are built on the assumption that attention can always be bought, captured or demanded.
In reality, attention is not limitless. From saturated media environments to high-stakes geopolitical crises, the belief that ‘buying placements means buying attention’ is proving costly. Industries, governments and societies are spending their way into exhaustion, with diminishing returns and rising risks.
Why it matters
When attention is treated as an inexhaustible commodity, organisations face real consequences:
Strategic waste: Campaigns that spend heavily but fail to cut through.
Operational risk: Critical information drowned out during emergencies.
Erosion of trust: Over-messaging that alienates the very audiences you need to reach.
Geopolitical vulnerability: Adversaries exploiting crowded information spaces to destabilise debates.
In short: ignoring Attention Scarcity leads to missed opportunities, wasted budgets and increased exposure to risk. Managing attention strategically is now a necessity for every sector - from consumer brands to government departments.
The Attention Practice perspective
The Attention Practice is both a consultancy and a project.
As a consultancy, it helps organisations recognise Attention Scarcity and respond with clarity. That means building strategies that prioritise impact, not volume; designing communications that land where they matter most; and equipping teams to operate effectively in conditions of overload.
As a project, it is an ongoing exploration of attention as a scarce resource—drawing insight from communications, government, technology, and academia. By revealing the hidden mechanics of how attention is strained and depleted, the project builds transparency and shared understanding across sectors.
Applying Attention Scarcity
The Attention Practice translates the concept into practical services tailored to organisational needs:
Strategy
Develop communications and engagement strategies that recognise attention as limited.
Focus on clarity, sequencing, and prioritisation rather than volume and spend.
Research
Map where and how attention is being lost in your sector.
Diagnose systemic stress factors—from digital saturation to algorithmic distortion.
Workshops
Facilitate sessions that bring teams together to understand attention as a resource.
Build internal capacity to manage overload and focus on what matters.
Communications
Craft messages that cut through crowded environments.
Align campaigns with conditions of scarcity, ensuring resonance with target audiences.
Crisis support
Provide rapid analysis when messages fail to land in moments of high pressure.
Help organisations re-establish cut-through and trust when attention is at its most fragile.
Across all these services, the principle is the same: managing attention is not about shouting louder, but about stewarding a scarce and valuable resource.
Who we work with
The Attention Practice engages with clients and partners across sectors, including:
Brand marketing and communications professionals seeking more effective engagement.
Governments and institutions facing complex, high-stakes information environments.
NGOs and third-sector organisations needing cut-through on limited budgets.
Geopolitical and information consultancies managing risk in contested spaces.
Think tanks, academics, and research institutes exploring the dynamics of attention and influence.
Attention Scarcity is not a problem to be solved once. it is a condition to be managed.
If you need strategy, communications, research, workshops, or crisis support that recognises attention as the scarce resource it is, The Attention Practice can help.
Get in touch to start managing attention.
Get in touch.
If you would like to learn more about Attention Scarcity, or would like to collaborate on a project, please get in touch using this form. We’d be glad to hear from you.