Welcome to 2025: The Year Attention Becomes Currency

By Adam Oldfield, Founder & CEO of Force24.

Why attention is the new currency

As we embark on a new year, I want to share with you a fresh perspective that has shaped our strategy and vision at Force24. This concept isn’t just another marketing buzzword. It’s a reality that defines our playing field – the attention economy. If you’ve seen one of my recent talks, you’ll know I believe more than ever that understanding this is crucial for every marketer looking to make an impact in today’s connected world where the rulebook has changed.

So, what is the attention economy?

It’s the battleground where every brand competes for one of the most scarce and valuable resources: your contact’s attention. We’re not simply competing with industry rivals anymore. We’re up against every brand, every influencer, every social media platform, and every notification that vies for even a fleeting moment of focus.

Think about it… the average UK consumer receives 120 emails a day. Is that too much? Absolutely. Can you recall even one email from yesterday? Likely not. Why? Because most of them didn’t offer relevance or value. The messages that do stand out, however, are the ones that speak directly to our needs and interests – those emails about a scheduled car service or an upcoming flower delivery, for example. These moments of relevance are what we, as marketers, must aim to create.

The challenge doesn’t stop there. Consider that the average person in the UK scrolls 300 meters every day (I always liken that to the Eiffel tower, or a more horizontal reference would be the length of three football fields!). Somewhat shockingly, adults spend more time engaging with social media than they do with their own children. Taking all that into account, catching and holding attention is no small feat.

 

 

How do we win in the attention economy? 

We start by choosing the right channels. Our customers are everywhere; LinkedIn, email, SMS, WhatsApp, and more. Each channel offers opportunities, but also challenges. Let’s take direct mail as an example. If I ask you to recall the last piece of direct mail you received, you can probably name it. Why? Because it’s rare. Unlike the flood of emails, physical mail is less crowded and therefore more memorable. This proves that in a noisy digital world, finding “quiet places” can be incredibly powerful.

The same principle applies across other channels. If I receive a beautifully crafted piece of direct mail, I might glance through it and discard it. But here’s the key: the next time that brand’s email lands in my inbox, I’m more likely to notice it. It’s about building familiarity and trust across multiple touchpoints. SMS is another example. While I don’t remember every SMS I receive, messages from trusted brands stick with me longer.

Our objective is simple yet profound: find the quiet places and create coherent, impactful messaging that resonates across all channels. By unifying your strategy, whether it’s through direct mail, SMS, social media, or paid ads, you can amplify your presence in the attention economy.

Forgive the plug, but this is where a platform like Force24 comes in. A central source to connect every part of your marketing ecosystem. From your website to your CRM, using first-party data insights to drive smarter campaigns is what will make the biggest difference. Whether it’s digital advertising on Meta and Google, personalized SMS, or targeted email and direct mail, we must be striving to optimise engagement. This year, we’ve returned passionate about helping the marketers we work with claim their rightful share of attention. My own goal for this year is to create marketing that captivates, resonates, and drives real results. Here’s to a year of attention well-earned.

Your Time to Lead

As you move forward, remember that success in the attention economy requires more than just great tools, technology or tactics. It demands courage, creativity, and an unwavering commitment to serve your audience with value at every interaction. I’d encourage you to start by truly knowing your customers – their needs, habits, and desires – and use that understanding to craft messages that are impossible to ignore.

Be bold in finding your quiet place. Experiment across different channels and learn what resonates. Iterate on your successes and don’t be afraid to fail fast. Attention is fleeting, but relationships built on trust and relevance endure.

 

Get in touch

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Ready to take your marketing up a gear? Give us a call or drop us an email – our UK-based team is on hand to help.

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Sarah Customer Success