Marketers seeking to revitalize customer interest and loyalty should optimize rather than despair at a deceiving tidal wave flooding consumerism trends: the deadly lack of time.

While producers may blamefully lament the rapid rise of social media in enabling such smiting impatience among consumers, this is no case to throw in the towel just yet. Brands must, instead, capitalize on an emerging power, a newfound need for brevity. To echo Leonardo da Vinci, “Simplicity is the ultimate sophistication,” and a call for companies to cut out the fat in information distribution. This is a step towards honest transparency in the buyer/seller relationship. After all, we just don’t have the time for nonsense.

TheSkimm, a digital news startup valued at a touch over $15 million, embodies such a mantra. Their slogan reads, “theSkimm makes it easier to be smarter. Join the millions who wake up with us every morning.” In a way, this tagline empathizes -- we understand you are busy, but you need this, and here we are to help.

Reshaping news access by grafting wit and humor, under the premise of providing insight in under two minutes, theSkimm is the perfect representative of a company that puts customer needs at the forefront (with 3.5 million followers to show for it). In valuing and recognizing time as a precious commodity, brands should capitalize on the opportunity that less time provides: the ability to make a meaningful, memorable impact.

So why is meaning -- and integrity of such meaning -- so irresistible to consumers? Especially millennial consumers? Why do trust and personal connection have any impact at all on the data we allow into our minds?

Millennials trust personalization: the easy access, sites that provide entertainment and communicative occasion, sites that feel like home. For one, Snapchat boasts 150 million users per day, propelled by an ability to share stories and experiences with chosen friends and family amongst a wide array of creative, amusing functions. Snapchat Discover allows snappers to click through news sources and advertisements with a mere thumb swipe, thus forcing brands to retain a competitive edge and uphold innovative ways to showcase content. What’s more, users feel a connection with the app; they hold and control it in the palm of their hands.

Pew Research Center recently reported that 62% of adults receive their news via social media sites, with a whopping 84 percent being 18 to 29 year olds. With the most popular of these social platforms being Reddit, Facebook, Twitter, Snapchat and the likes, it seems as though focus ought to be placed on what promotes interest levels and keeps audiences engaged and clicking.

By demanding quality content, this raises the stakes for companies to market products with brevity and sincerity, thus making both producer and consumer more efficient. The negative of limited time becomes a positive, and the market is given a chance to repurpose itself. Revision is not necessarily predicated on elimination; it is as just as is written: a new view.