The ancient Eastern concept of mindfulness is gaining traction as more people feel drawn to the idea of focusing on the moment .

As we explain in our 10 Trends for 2014 and Beyond, the ancient Eastern concept of mindfulness is gaining traction as more people feel drawn to the idea of focusing on the moment and less inclined to dismiss the practice as New Age nonsense as research validates the benefits of mindfulness. People are growing weary of the multiplying demands on their attention and of constant multitasking, in which everything becomes a distraction of a distraction.

Our research found that it’s the ADD-afflicted Millennials who are the most distracted, thanks in large part to social technology. More than 6 in 10 admit to getting easily distracted because of mobile phones, texting, social networking, etc., compared with 46 percent of Gen Xers and 32 percent of Boomers. And 7 in 10 say they’d be interested in learning how to improve their focus, compared with 6 in 10 respondents overall, according to a survey of 1,003 U.K. and U.S. adults that we conducted last November using SONAR™, JWT’s proprietary online tool.

With consumers increasingly interested in a more mindful approach to various aspects of their lives, marketers across categories can provide new ways to look at familiar things—encouraging people to engage differently and more attentively—or reduce clutter and distractions, helping people to be more reflective. U.K. department store Selfridges, for instance, did this with its “No Noise” initiative, which provided spaces free from noise and distraction.