The Haudenosaunee Confederacy’s principle of the Seventh Generation is a powerful reminder that the decisions we make today ripple through time, affecting not just our immediate surroundings, but the world we leave for those who will inherit it. This long-view approach to decision-making is rooted in sustainability, community, and foresight—qualities that have increasingly fallen by the wayside in modern society. Today, we live in a world driven by the demands of the attention economy, where big corporations like Facebook, Google, and TikTok profit from our time, focus, and data. These platforms are designed not to nurture the human spirit or promote genuine connection, but to capture as much of our attention as possible. And the consequences of allowing these corporations to dictate the future for the next seven generations are stark.

If we continue to allow our attention to be hijacked by digital platforms, the world our children and grandchildren grow up in could be vastly different from the one we inherited. The relentless drive for profit, fueled by algorithms designed to exploit our psychology, leaves little room for reflection, empathy, or deep thinking. It’s not an overstatement to suggest that we are at risk of creating a society where our most precious human capacities—our ability to think critically, connect meaningfully, and engage deeply with the world—are eroded.

The attention economy thrives on a simple principle: the more time you spend on a platform, the more valuable you are to advertisers. Every click, every scroll, and every moment you spend engaging with content generates data that corporations use to better target ads, refine algorithms, and ultimately keep you glued to your screen. As Shoshana Zuboff argues in her groundbreaking book “The Age of Surveillance Capitalism,” we are not the consumers in this system—we are the product. Our attention is being bought and sold, and in the process, the very structure of our society is being reshaped.

If we do nothing to change this trajectory, we risk creating a world where deep thinking and true connection are rare. Children growing up in a society dominated by social media and smartphones may find it difficult to develop the capacity for focus, creativity, and empathy. Studies already show that increased screen time is linked to rising rates of anxiety and depression, particularly among young people. The effects on attention span and cognitive development are just the beginning.

In understanding how we’ve arrived at this moment, it’s crucial to recognize that the manipulation of our attention wasn’t by chance—it was carefully engineered. The design of social media platforms, apps, and even our smartphones themselves are all rooted in what’s called persuasive technology, a field pioneered by behavioral scientists and tech developers to create tools that not only capture attention but keep it indefinitely. As much as we may blame ourselves for constantly checking our phones or losing hours to social media, it’s important to realize that this isn’t entirely our fault.

These platforms are intentionally designed to exploit the brain’s reward system. Every “like,” comment, and notification triggers the release of dopamine, a chemical associated with pleasure and reward. This creates a feedback loop, where we’re drawn to check our phones compulsively, seeking the next small hit of dopamine. Over time, this can condition us into addictive behaviors, similar to the patterns seen with substance abuse. In fact, research has shown that 46% of people say they couldn’t live without their phones, and 78% of teenagers check their devices at least hourly.

Tristan Harris, a former Google design ethicist, famously explained, “It’s not just your attention that’s being hijacked; it’s your agency. You think you’re choosing to check your phone, but really, you’re being manipulated by these invisible forces.” The goal of these platforms isn’t just to engage us—it’s to keep us hooked for as long as possible, because the longer we stay, the more data we generate, and the more ads we see. This business model is known as surveillance capitalism, where our behaviors are monitored, predicted, and sold to the highest bidder.

Empathy is key here. It’s easy to feel shame for our tech habits, but the truth is that we’re up against highly sophisticated algorithms designed to keep us in a cycle of distraction. These technologies have capitalized on our natural human tendencies—our need for connection, validation, and entertainment—and amplified them into compulsions. But recognizing that this manipulation exists can be the first step toward taking back control. Studies show that simply becoming aware of how these systems operate can reduce the time people spend on their devices by as much as 25%. We are not weak, nor are we lacking discipline. We are up against a powerful system engineered to capture and commodify our attention, one that exploits our vulnerabilities for profit. And yet, by understanding the mechanisms at play, we can begin to reframe our relationship with technology and move toward a future where our attention is truly our own.

10 Simple Ways to Fight Back Against the Attention Economy

1. Set App Time Limits – Use tools like the “Opal” app or built-in app timers to cut off those attention-sucking apps once you’ve hit your daily limit. Take back your time.

2. Schedule Phone-Free Times – The constant barrage of notifications? Enough already. Set phone-free times—whether it’s during meals, your morning routine, or before bed. Reclaim your peace, even if it’s just for a few hours.

3. Turn Off Non-Essential Notifications – Why should an app decide when you need to pay attention? Disable every single notification that isn’t necessary. Don’t let these platforms dictate your focus or your mood.

4. Use Physical Alternatives – Forget the latest productivity app that just keeps you tethered to your phone. Get a real planner, crack open a physical book, and put your eyes on something that doesn’t glow. Make some art!

5. Practice Mindful Scrolling – Ask yourself: why am I opening this app right now? Set an intention before you mindlessly start scrolling. If you’re just filling a void, shut it down. You don’t owe these companies your attention.

6. Create Tech-Free Zones – Declare parts of your life and home off-limits to technology. Make your dining room, bedroom, or even your couch a no-phone zone. Let tech know it doesn’t get to invade every inch of your life.

7. Engage in Focused Work Sessions – Don’t let distractions rob you of your productivity. Try the Pomodoro method: 25 minutes of intense, focused work followed by a short break. Keep your focus where it belongs—on what matters.

8. Delete Addictive Apps from Your Phone – Get rid of the apps that are the worst offenders. Yes, delete Instagram, TikTok, or whatever’s stealing your time. Use them sparingly on a desktop instead. You don’t need them in your pocket 24/7.

9. Limit Social Media to One Device – Stop letting social media follow you everywhere. Only access it on a desktop or tablet. Your phone doesn’t need to be your social media prison.

10. Take Regular Digital Detoxes – Seriously, take breaks. Whether it’s a few hours, a whole day, or an entire weekend, give yourself a break from the noise. You are in control, not them.

We’ve been manipulated for far too long, but we’re not helpless. It’s time to reclaim our attention and fight back. Your time, your focus, your life—they belong to you, not to the tech giants profiting off your distraction.

What happens when an entire generation grows up in a world where instant gratification is the norm, where critical thinking is replaced by algorithmically curated content, and where meaningful human connection is filtered through the lens of a screen? The Seventh Generation principle reminds us that the choices we make today will reverberate into the future. And if we continue to allow corporations to dictate the rules of the game, the future may not be one of sustainability and connection, but of fragmentation and alienation.

It is no coincidence that the companies shaping our digital landscape are among the most powerful in the world. Their influence extends beyond social media and search engines; it touches politics, culture, and even our privacy. We are already seeing the effects of this power in how corporate interests shape policy decisions. From the erosion of net neutrality to the aggressive lobbying efforts of tech giants, these corporations are ensuring that their vision of the future—one in which their profits are maximized—is prioritized over the well-being of the people and the planet.

If we look forward 200 years, what kind of world do we imagine? If corporations continue to prioritize profit over people, the future could be one where surveillance is ubiquitous, our every move is monitored and monetized, and true privacy is a relic of the past. The very concept of attention—our ability to choose what we focus on and for how long—could become a luxury. In such a world, future generations may struggle to find space for the kind of deep, reflective thinking that has historically driven human progress.

The Seventh Generation principle offers a powerful counter-narrative to the corporate-driven future we are facing. It asks us to step back and consider the long-term consequences of our actions, to think not just about our own needs and desires but about the needs of those who will come after us. What would happen if we applied this kind of thinking to the attention economy? What if, instead of designing platforms that exploit human psychology for profit, we created technologies that nurtured our capacity for focus, empathy, and connection?

Indigenous cultures remind us that we are part of an interconnected web of life, and our choices matter. We cannot allow short-term gains to dictate the future of our species. We must take back control of our attention, our data, and our time, and resist the pull of a digital world designed to distract and divide us. As Winona LaDuke so eloquently states, “To be rooted is perhaps the most important and least recognized need of the human soul.” If we allow our attention to be constantly uprooted and scattered by corporate interests, we will lose the grounding that allows us to connect deeply with ourselves, each other, and the earth.

If we want to ensure that future generations inherit a world where deep thinking, meaningful connection, and empathy are valued, we must start now. It is not enough to simply log off or limit screen time—we must challenge the very structures that allow corporations to control our attention. We need stronger regulations, more accountability for tech companies, and a societal shift that prioritizes mindfulness, sustainability, and human connection over profit. The choices we make today will shape the next 200 years. Will we allow big corporations to dictate the future, or will we reclaim our attention and take back control of our lives and our societies? The answer lies in how we choose to engage with technology—and with each other. Let us remember the wisdom of the Seventh Generation and make decisions that honor the future, not just the present.

While our situation may seem daunting, there are inspiring movements already pushing back against the dominance of the attention economy. Around the world, governments, organizations, and communities are taking action to restore balance, protect mental well-being, and foster deeper connections with ourselves and the earth.

For example, in France, the Right to Disconnect Law was enacted to help employees regain control over their personal time, limiting the constant barrage of work emails outside office hours. Denmark is pioneering phone-free schools, where students’ phones are stored away during the day, allowing children to fully engage in their learning and social interactions.

On a broader scale, groups like the Center for Humane Technology, co-founded by former Google design ethicist Tristan Harris, are working to realign technology with the best interests of humanity. Their goal is to reverse the attention hijacking tactics that drive social media platforms and instead foster tech innovations that support human well-being and relationships. Additionally, Indigenous-led initiatives are making waves globally by promoting the protection of land, culture, and mindful living. Idle No More is one such movement that fights for Indigenous sovereignty and environmental justice, encouraging deep attention to the land and advocating for a slower, more sustainable way of life.

For those who want to begin reclaiming their own attention and promoting a healthier digital culture, here are some valuable resources:

• The Time Well Spent Movement: A global initiative encouraging people to use their time mindfully, focused on digital detox strategies and reclaiming human connections.

• The Digital Wellness Collective: A network of professionals dedicated to mitigating the harmful effects of technology and supporting digital well-being through resources, courses, and community.

• Freedom: An app that helps you block distracting websites and apps, allowing you to reclaim your focus and productivity.

• Moment: A tool that tracks your screen time and helps you develop healthier digital habits.

• The Indigenous Environmental Network: A resource that connects environmental justice and sustainable living with Indigenous values, promoting a deeper connection to the land.

As we look forward, it’s important to recognize that we still have the power to shape the world for the next seven generations. By making mindful choices, embracing technology in a way that supports our humanity, and connecting with resources that promote balance and sustainability, we can build a future where deep thinking, true connection, and environmental stewardship thrive. The road ahead requires both awareness and action, but the seeds of change are already being sown. Now, it’s up to us to tend to them.