In the future, we will look back at today as a turning point: when we moved away from technology that mines our attention to technology that protects our minds, from technology that erodes society to technology that replenishes society.

We will look back at today as the turn towards humane design.

What is Humane Design? Why is it the way forward?

  To design humane technology, we need to start by looking at ourselves.

To design humane technology,
we start with a clear-eyed look at human psychology and behavior—our abilities and our vulnerabilities.

Humane Design is compassionate. It understands our most vulnerable human instincts and designs around them to protect our minds and society from abuse.

Humane Design starts with a modern model of human behavior and psychology, both at an individual and a societal level, and builds technology with a clear-eyed understanding of our strengths and vulnerabilities.

Humane Design asks:

  • How we can be overwhelmed, stressed or outraged?
  • How we can be micro-targeted for what perfectly persuades our specific psychology?
  • How does the expectation of being available 24/7 affect how we relate to each other?
  • And given these, how can technology make us more resilient instead of more fragile.


We are creating humane design standards, solutions, policy, and business models that more deeply align with our humanity and how we want to live.

How? Four levers to redefine our future.


Inspire Humane Design

Apple, Samsung, and Microsoft can help solve the problem, because keeping people hooked to the screen isn’t their business model. They can redesign their devices and core interfaces to protect our minds from constant distractions, minimize screen time, protect our time in relationships, and replace the App Store marketplace of apps competing for usage with a marketplace of tools competing to benefit our lives and society.

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Apply Political Pressure

Governments can pressure technology companies toward humane business models by including the negative externalities of attention extraction on their balance sheets, and creating better protections for consumers. We are advising governments on smart policies and better user protections.

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Steward a Cultural Awakening

Consumers don’t want to use products that they know are harmful, especially when it harms their kids. We are transforming public awareness so that consumers recognize the difference between technology designed to extract the most attention from us, and technology whose goals are aligned with our own. We are building a movement for consumers to take control of their digital lives with better tools, habits and demands to make this change.

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Engage Employees

Talented employees are the greatest asset of technology companies – and the ones companies are most afraid to lose. Most engineers and technologists genuinely want to build products that improve society, and no one wants participate in an extraction-based system that ruins society. We are empowering employees who advocate for non-extraction based design decisions and business models.