Because when everyone is approached exclusively, nothing is exclusive anymore, she argues. We live in a time of exclusivity inflation, in which brands and people massively share “just for you” stories. The value of real attention evaporates.
With the rise of AI and synthetic media, this is happening even faster. Anyone can now seem personal without really being so. According to Sarah, it is precisely the brands that dare to ration that win. That use scarcity and care as a strategy. Not by pushing, but by being authentically engaged. In a world where everything is scalable, she calls real attention the most exclusive luxury there is.
Read the full column (in Dutch) by Sarah Hagens, founder of HAGENS, at Adformatie. You can find more columns by Sarah on her author page at Adformatie.
