Building on findings from a 2018 global study, consumer attention is a form of generosity from individuals and needs to be valued by marketers. Attention and awareness are not the same thing. Brains are built to suppress non-critical information to react to what is highly important to us.

The latest 2023 Attention Economy consumer report from dentsu Canada uncovers consumers’ mindset and ability to place attention upon content in specific individual and societal conditions and provides marketers a series of recommendations on how they may want to reframe their ads and messaging to better command consumers’ attention.

And so, what motivates Canadians to buy? COMPASSION.