Attention is the defining scarce resource of our age.

The Attention Practice is both a consultancy and a project, founded by Claire Coady.

As a consultancy, it works with organisations to design strategies that cut through noise and manage attention effectively.

As a project, it explores the deeper forces driving attention scarcity — researching how industries, markets, and technologies are reshaping what people can notice, act on and care about.

The mistaken belief that buying placements means buying attention has created a dangerous illusion. Entire industries, maybe even economies, are spending their way toward extinction — investing more and more in outputs that nobody has the capacity to notice.

The Attention Practice exists to rethink that cycle, and to develop practical ways of managing attention that works for business, works for people, works for government, and works for society.