Consumer attention now a board-level issue

Wong: Malaysian consumers now make relevant decisions in seconds. If the brand doesn’t signal utility immediately, it is mentally filtered out without backlash or memory. Photo: Cult Creative

PETALING JAYA: Consumer attention capital is now a strategic marketing asset, and companies that underestimate its value risk long-term erosion.

“Attention has become part of corporate competitiveness in South-East Asia, and not just a branding metric,” Shermaine Wong, founder and chief executive officer of creator marketing platform Cult Creative Sdn Bhd, told StarBiz.