The biggest marketing opportunity of our time?

Media consumption has never been higher in mankind’s history.

Everyday, billions are giving their attention and time to consume online content.

But, this is not where the opportunity is…

The opportunity is in the overconsumption.

Over-consuming content has become a public health issue.

If you need to consume content:
* as soon as you wake up (Email, Instagram),
* in the shower (radio),
* when taking your breakfast (YouTube),
* commuting (PodCast),
* and the list goes on….

You are the biggest marketing opportunity of our time.

Yes, the fact that you are consuming content all day, in itself, is a great way for marketers to reach you.

But, again, that’s not where the opportunity is.

Over-consuming media is proven to lead to anxiety, lack of sleep and depression.

Even, Sean Parker, Facebook’s co-founder, said the product works by “exploiting a vulnerability in human psychology”.

A survey that tracked a group of 5,208 Americans for 2 years, found that an increase in social media activity led to a decrease in mental health.

There is obviously a FOMO effect embedded in modern media products.

But beyond that, my theory is that we over-consume to hide and avoid our own thoughts.

Overwhelmed with media, we can’t be alone with our thoughts anymore.

You and I know a lot of people who suffer from this.

You can be talking to them and they are compulsively scrolling down their Instagram or email feed for no good reason.

Meditating would be impossible for them.

How many people in your social circle do you know like this?

I can find at least 5, right the top of my head, and my social circle is not that big.

These people are the biggest marketing opportunity of our time not because they are lending us their attention …

but because it’s hurting them and we can help them stop.

That constant “mind-filling” is often a cry for help, that something in their life is wrong and they are hiding from it.

This audience, we can call the “mind-fillers” are exceptionally receptive to self-improvement messages.

These “mind-fillers” want to change their lifestyle and habits, but they are stuck.

And that’s where the biggest marketing opportunity of our time is.

The “mind-fillers” have a high attention/low mental health ratio.

The biggest opportunity for advertisers, content producers, is in using self-help in their messaging.

Empowering people to face their truth and their hardest questions could yield huge marketing results.

We are all in the self-help business now.

I cannot estimate the size of this population of “mind-fillers” exactly.

We can only guess.

If you look at some of the fastest growing influencers online, they almost all incorporate a self-help message in their communication.

Helping people afraid to face what deeply scares them,

helping them fight procrastination,

helping them find their purpose,

encouraging them to have better habits, and breaking the endless need for “mind-filling”,

has become the most powerful message your brand can carry.

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