Attention spans are shorter than a TikTok dance. Brands are doing everything short of hiring skywriters with emoji smoke signals to catch our precious glances.

Frantic marketers are doing the digital equivalent of jumping up and down in goofy outfits. Some are like that friend who keeps telling the same joke, hoping it’ll finally land (it never does).

The reality is that this attention arms race is leaving everyone exhausted. Consumers are developing banner blindness. Brands are burning through creative calories trying to be the next viral sensation, only to be yesterday’s news faster than you can say “trending hashtag.”