In this issue:
⇒ Attention doesn’t scale
⇒ When attention changes, everything else changes: distribution, trust, what buyers remember, what feels safe to choose
⇒ 8 shifts everyone working in B2B marketing needs to understand
Buyers don’t sit down and consume content anymore
Remember the last time you read something long from A to Z? That's right. People have stopped paying attention to content the way they used to. And it's deeper than just "people stopped reading long-form content” (also that's been said many times before).
We skim while scrolling, listen to podcasts at 1.5× speed, read half a LinkedIn post, ask ChatGPT for a summary of a big article, and check out brands through 6 touchpoints before ever clicking a page.
Disaster.
As a brand, you're getting background attention, which is never “all eyes on you” you're hoping for.
“It wouldn't be terrible, if you reiterated the plot three or four times in the dialog because people are on their phones while they're watching…”
If people's behavior changed, how does it affect B2B buying?
Far more than most teams want to admit.
Want to know how exactly? Here are 100+ reports that describe pieces of this shift.
You can start reading them now.
We’re joking. Don’t.
We did the analysis for you. Below is the short version: before vs now.
Z&C Newsroom
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How B2B marketing works in 2026
In the full piece, we break down each shift with examples and implications for what you can actually implement.
Picks from our team
Kate makes a strong point about AI use: stop judging content by so-called AI “hallmarks” and start judging it by the quality of thinking behind it.