There is a new economy developing, one based on our most fundamental resource – time – and it is called “The attention economy”. Our lives have become increasingly busy as a consequence of global communications, marketing, the internet and social media. I believe we are increasingly surrounded by “weapons of mass distraction” and that this digital bombardment is seriously disrupting how we spend our time and our ability to focus on what’s important. This talk will begin by explaining the biological basis of the attention economy, speculate on the power of technology to enrich and sabotage our lives and make a prediction; that the time is fast approaching when organisations vying for our attention will be left with no choice but to pay us to watch their commercials. The talk will end by suggesting how concerned parents, organisations and children may be able to improve their relationship with technology and time.