Selective Consumption
The New Consumer Mindset
The Why:
People have been feeling increasingly overwhelmed by information; now, they’re actively fighting back. This represents a fundamental behavioral shift from passive consumption to intentional filtering. With consumers exposed to an estimated 6,000 to 10,000 marketing messages every single day, not to mention the constant stream of emails, texts, social posts, and app notifications, attention has become a scarce resource. For organizations, this creates an opportunity for those that understand how to deliver value in a noisy world.
The Pushback Is Real
People are installing ad blockers, enabling “do not disturb” modes on devices, paying for ad-free versions of apps, and using separate email addresses for different purposes. A Reuters Institute study found that over the past 10 years, interest in news has fallen sharply around the globe, with more people avoiding it altogether.
This poses a challenge for brands. Two-thirds of consumers now say they’re tired of being bombarded with marketing messages and are simply tuning out. One study found that 70 percent of consumers had unsubscribed from brands in the past three months due to overwhelming message volume.
Quality Over Quantity Wins
Smart organizations are reading the room. Rather than adding to the noise, 83% of forward-thinking marketers are focusing on creating fewer, better pieces of content that genuinely matter to their audiences. This isn’t just about being polite; it’s about being effective.
In the workplace, employees are pushing back against constant interruptions and fragmented communication that impair their ability to focus and accomplish meaningful work. The organizations that recognize this shift are redesigning their internal communications to prioritize clarity and purpose over frequency and coverage.
The AI Double-Edge
Here’s where it gets complex: 73% of new marketing technology now uses AI to auto-generate marketing copy, emails, social media posts; create personalized content at scale; and create trigger-based email sequences. But the sheer volume of these tools—and the content they generate—risks adding to the very problem they claim to solve.
The most effective AI implementations won’t just automate output—they’ll focus on reducing cognitive load. That means rethinking what success looks like and prioritizing long-term trust over short-term attention.
What’s Next
The companies that thrive in this environment will master the art of helpful restraint. This means:
Content Auditing for Impact:
Rather than measuring success by volume metrics, leading organizations are evaluating their content through the lens of audience value. They’re asking not “How much can we say?” but “What do they actually need to know?”
Building Trust Through Restraint:
In a world full of noise, being genuinely helpful—and knowing when not to communicate—becomes a competitive advantage. Organizations that demonstrate respect for their audience’s time and attention will build the kind of trust that translates into lasting relationships and business results.
Adapted from Optimove