In this deep, funny, and at times shocking conversation, Jess Butcher MBE — co-founder of Blippar and the creator of Scroll Aware — breaks down how the attention economy became an addiction economy, how AR missed its moment, why our kids are becoming NPCs, and what the analogue renaissance could look like. We explore: Timestamps: 00:00 — AR’s rise & missed moment 03:00 — Why AR never hit education 06:46 — Attention → addiction economy 11:30 — Algorithmic media & truth decay 15:50 — Overwhelm, ADHD & digital habits 18:49 — Kids, screens & NPC culture 22:03 — Phones out of schools 27:07 — The “safe phone” movement 30:32 — Big Tech vs Big Tobacco 46:37 — The analogue renaissance begins Find Jess Butcher online at: LinkedIn: https://www.linkedin.com/in/jessbutcher/ Twitter: https://x.com/jessbutcher scrollaware: https://www.scrollaware.com/ This episode is sponsored by EmergeOne, fractional CFOs for venture backed tech startups from Seed to Series B. Get in touch at https://emergeone.co.uk/contact-us/ or join the CFO team at https://emergeone.co.uk/join-the-cfo-team/ Sign up for EmergeOne’s weekly newsletter, Off Balance at https://off-balance.beehiiv.com/subscribe Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.