Harnessing the Dopamine Economy for Public Good Amid Generational Challenges in France

The concept of the Dopamine Economy, which extends the traditional attention economy, revolves around the monetization of consumer attention through dopamine-driven engagement tactics. Marketers increasingly utilize dopamine—a neurotransmitter central to reward prediction and decision-making—to capture and maintain user attention via digital interactions like notifications, likes, and viral content. However, this strategy raises concerns about ethical manipulation and health risks due to potential saturation. Yet, dopamine's role is nuanced; its function is more about anticipation than pleasure, suggesting that the Dopamine Economy is not inherently negative and can be directed towards societal benefit.

Parallel to these marketing dynamics, France faces recurring intergenerational tensions, with stereotypes depicting retirees as wealthy and self-centered, allegedly burdening the youth with debt and environmental issues. Economist Hippolyte d’Albis challenges these views, presenting data that show overall improvements in living standards across generations. He highlights that public debates often focus narrowly on state transfers, overlooking broader intergenerational support from families and markets. Notably, state solidarity is increasingly oriented toward youth rather than the elderly.

These dual economic perspectives underscore the importance of ethical use of dopamine-driven marketing that considers societal wellbeing and the necessity of strengthening intergenerational ties to foster a more inclusive and human-centric economy. By aligning dopamine economy strategies with public interest and demographic awareness, France could mitigate social tensions and enhance collective welfare.