During a recent panel discussion, the moderator asked me to share the one critical point that I’ve been focusing on in my role as a marketer for a fashion and lifestyle brand. My response? Relevance. In today’s fast-paced, ever-changing world, being relevant isn’t just a strategy; it’s a necessity.

But this isn’t just about brands. Individuals, too, are striving relentlessly to stay relevant and keep the conversations alive with their audiences. A phrase I often use in this context is “Tip of Tongue is Top of Mind.” However, I’ve observed a troubling shift. The pursuit of relevance is gradually being replaced by an insatiable hunger for attention. This shift, driven by the omnipresence of social media, raises a critical question: Are we, as a society, craving for attention more than ever before?

The Craving for Attention: A Societal Shift

Social media has undeniably transformed society. It’s a powerful tool—educating, informing, and connecting people worldwide. Yet, it has also created an unintended consequence: a societal obsession with attention. The desire to be noticed, liked, and validated is becoming pervasive, influencing how we live, act, and even think.

We’re living in an age where experiences, events, emotions, and even dialogues are increasingly curated for the camera. Rather than fully immersing ourselves in moments, we’re driven to capture them, share them, and seek validation from the applause of likes and comments. The irony is striking—while social media was intended to connect us, it’s also making us delusional, as we prioritize appearances over authenticity.

Welcome to the Attention Economy

We’ve entered the era of the “Attention Economy,” where performances—whether real or staged—supersede everything else. At concerts, for example, it’s no longer about the experience itself but about capturing it for social validation. A thousand cameras are pointed toward the stage, yet few are focused on truly experiencing the moment.

This shift is no accident. It’s orchestrated by a single common denominator: the algorithm. Social media algorithms are designed to capture, hold, and manipulate our attention. They subtly dictate our behavior, nudging us toward a life of constant performance for the sake of likes, shares, and fleeting moments of digital validation. In many ways, this is an act of control—a calculated manipulation of human psychology.

The Validation Trap

Recently, I stumbled upon something that perfectly encapsulates this growing dilemma. An Instagram profile advertised a service where users could purchase videos and images of concerts to post on their own profiles, showcasing their “coolness” to their followers. The suppliers earn money for providing the content, while the buyers gain validation within their social circles.

This, to me, feels like a misnomer—a form of social cheating. It’s a facade, a curated reality that distances us further from authenticity. The fact that such a market exists—where attention and validation are commodified—is a troubling reflection of where we’re headed.

Where Do We Go From Here?

The social dilemma isn’t just a theoretical debate; it’s a lived reality for millions. As individuals and as a society, we must pause and reflect. Are we living for ourselves or for the camera? Are we driven by genuine experiences or by the algorithm’s call for attention?

It’s time to reclaim our authenticity. Let’s focus on capturing memories rather than manufacturing moments. Let’s prioritize real connections over digital validations. And most importantly, let’s remind ourselves that our worth isn’t defined by the number of likes we receive but by the depth of the lives we lead.

The era of “Tip of Tongue is Top of Mind” should return to its roots—being relevant by adding value, fostering genuine conversations, and building meaningful relationships. Let’s resist the pull of the attention economy and create a society where authenticity thrives over appearances. It won’t be easy, but it’s a journey worth taking for the sake of our collective well-being.