Source: Neuroathletics
The proliferation of neuroscience-backed wellness claims signals a fundamental shift in how consumers understand agency itself—moving from lifestyle choice to neurobiological struggle—which will increasingly drive demand for “cognitive defense” products and services that position everyday technology as an active threat to be managed rather than merely used. This reframes the entire consumer economy around protecting mental resources rather than expanding consumption, potentially fragmenting markets into “clean” (unoptimized for attention capture) premium tiers that exploit the very anxiety they claim to solve.