Remember when “yes” meant yes, and “I’ll be there” actually meant someone would show up? These days, it seems we’re living in a world where commitments have become more of a “let’s see how I feel on the day” kind of thing.
You’ve probably experienced it yourself. You organise an event, get a healthy list of RSVPs, order the catering, set up the room… and then watch as only half the people who said they’d come actually show up. The other half? They’re probably at home, scrolling through their phones, maybe even watching Instagram stories of the event they’re not attending.
At first, we could blame Covid. It gave us all a get-out-of-jail-free card for any social situation. “Oh, I’m feeling a bit under the weather” became the ultimate unquestionable excuse. Fair enough, too – nobody wanted to be that person spreading more than just gossip at a gathering.
But here’s the thing: even though Covid restrictions are behind us, this behaviour hasn’t changed. In fact, it’s gotten worse. And it’s not just about events – it’s affecting every aspect of business. People ghost on job interviews, bail on client meetings, or simply never respond to that email they promised to “get back to you” about.
What’s changed? Well, we’ve become a scrolling society. Think about it – when was the last time you sat through a video you weren’t enjoying? Probably never. You just scroll past. Don’t like a post? Keep scrolling. Bored with a conversation? Swipe away. We’ve trained ourselves to disengage from anything that doesn’t immediately grab our attention, and this digital behaviour is bleeding into our real-world interactions.
Here’s where it gets interesting (and a bit scary). Our brains are actually being rewired by this constant scrolling behaviour. Every time we scroll past something that doesn’t immediately interest us, we get a tiny hit of satisfaction. We’re training ourselves to expect instant gratification and teaching our brains that disengagement is not just okay – it’s normal.
The psychology behind the ghost
Remember when standing someone up was considered incredibly rude? Now it’s become so commonplace that we’ve had to invent new words for it – ghosting, benching, breadcrumbing. But why has this behaviour become so acceptable?
Part of it comes down to what psychologists call “commitment devaluation.” We’re living in an age of endless options. Dating apps give us thousands of potential partners. Streaming services offer unlimited entertainment. Social media provides countless social connections. With so many options constantly available, any single commitment feels less important.
Then there’s the “digital distance” effect. When we make commitments through screens – clicking “attending” on Facebook events, sending quick “Yeah, I’ll be there” texts, or firing off “Let’s catch up soon” emails – it doesn’t feel as real as shaking someone’s hand and saying “I’ll see you tomorrow.” The digital barrier makes it easier to disengage without feeling the full weight of social consequences.
For businesses, this new normal is creating real challenges. Let’s break down the ripple effects:
Event planning chaos: Imagine you’re running a training session for 30 people. You’ve booked a venue, arranged catering, and prepared materials – all based on confirmed attendees. Then only 15 people show up. You’ve just doubled your per-person costs, and those empty chairs aren’t just awkward – they’re expensive.
Resource management nightmares: Healthcare practices are seeing no-show rates climb as high as 30%. Restaurants are dealing with ghost bookings that leave tables empty during peak hours. Service-based businesses are blocking out time for consultations that never happen. All of this translates to lost revenue and wasted resources.
Engagement erosion: Even when people do show up physically, getting them to engage fully is another challenge. We’ve developed what some researchers call “continuous partial attention” – we’re there, but we’re not really there. How many times have you been in a meeting where half the room is secretly checking their phones?
The trust factor: Perhaps the most significant impact is on trust and relationship building. When commitments become optional, it erodes the foundation of business relationships. How can you build strong business partnerships when you can’t rely on people to show up – literally and figuratively?
Breaking through the scroll
So what’s the solution? How do we function in a world where commitments have become suggestions? The answer lies in how we communicate and connect.
- Creating real value
People will show up for things they genuinely value. This means we need to work harder at creating compelling reasons for engagement. Generic networking events? They’re dying. But focused, valuable sessions that solve real problems? People make time for those. - Building genuine connections
In a world of digital distance, personal connection becomes your secret weapon. When people feel personally connected to you or your brand, they’re more likely to honour their commitments. It’s harder to ghost someone you have a real relationship with. - Understanding the new attention economy
We need to accept that we’re not just competing for people’s time – we’re competing for their attention. This means our communication needs to be more engaging, more relevant, and more valuable than ever before. - The power of micro-commitments
Instead of asking for big commitments upfront, try building engagement through smaller, more manageable steps. It’s the difference between “Sign up for our 12-week course” and “Join us for a free 30-minute taster session.”
The MasterJack solution
This is where we at MasterJack come in (you knew this was coming, right?). We help businesses cut through the scroll-past culture by creating content that actually resonates with real people. No AI-generated fluff, no corporate waffle – just authentic communication that builds genuine connections. Because when people feel genuinely connected to your brand, they’re much more likely to show up – both online and in real life.
We understand that in today’s world, getting and keeping attention is an art form. It’s not just about what you say – it’s about how you say it when you say it, and, most importantly, making sure it’s worth saying in the first place. That’s what turns casual scrollers into engaged audiences, and maybes into definite yeses.
In a world where everyone’s thumb is hovering over the ‘scroll past’ button, wouldn’t it be nice to be the content they actually stop to read? The event they actually want to attend? The business they actually want to engage with? That’s not just content creation – that’s connection creation. And that’s exactly what we do best.