Cara Kruger One of the side effects of living in the digital age is that the constant bombardment of messages and digitally driven lifestyles has changed the way our brains perceive and process information. One of the most interesting, yet possibly frightening adaptations, is our diminishing ability to pay attention for extended periods of time. According to Cara Kruger, Senior Account Director of Epic MSLGROUP , the convergence of digital technologies, falling prices of technological devices and accessibility afforded by the internet has truly empowered the consumer to pick and choose the information they wish to engage with. “In the same way that consumers have changed the way they consume information, so too do companies need to adapt the manner in which they communicate.” Time Magazine suggests that we have lost our ability to stay focused for longer than approximately eight seconds – just one second shorter than the memory of a goldfish. “If poverty of attention is driven ...