Types of mindfulness in an age of digital distraction

In an age of digital distractions, mindfulness has become a billion-dollar industry that extends well beyond training to include products, services, and experiences. Attitudes on mindfulness vary from the cautious to the starry-eyed. However, one thing is certain: mindfulness is here and it is here to stay, as the conditions that gave rise to its popularity are only likely to intensify. Thus, it is incumbent upon managers to understand the phenomenon of mindfulness and this presents difficulties. The marketplace meaning of mindfulness has become so diffuse as to be almost meaningless, while the mainstream psychological definition is at best partial and at worst potentially myopic. In this installation of Marketing & Technology, we first explore the conditions that gave rise to the surge in interest in mindfulness. Second, by drawing on original source materials, we guide managers and marketing executives through the dimensions/types of mindfulness and integrate the various perspectives into two models. We conclude with an exploration of the opportunities and challenges that mindfulness poses to managers and marketing.