What in the ADHD is Going On?

There’s a moment that’s become almost universal: you open your phone to check one thing — and twenty minutes later, you’re watching a video about “ADHD signs you didn’t know you had.” The creator is relatable, smart, and somehow describing your entire personality. You forget what you were originally doing, laugh it off, and then quietly think, wait… do I have ADHD?

If that sounds familiar, you’re not alone. In recent years, ADHD (Attention-Deficit/Hyperactivity Disorder) has become one of the most self-diagnosed — and arguably misunderstood — mental health labels in modern culture. Social media is full of people explaining how they discovered they had it, why they always “zone out,” or why they can’t finish tasks without a timer, a playlist, and a reward system that would make Pavlov proud.

But beyond the memes and self-reports, a deeper question hangs in the air: what’s actually going on? Are we collectively more neurodivergent than ever — or just living in a world that’s making everyone’s attention systems short-circuit?

Let’s unpack this cultural phenomenon, compassionately and clearly, and look at what the science actually says — and what we can do about it.

1. The ADHD Boom: How We Got Here

ADHD used to be seen as a childhood condition — usually diagnosed in energetic boys who couldn’t sit still at school. Fast-forward a few decades, and it’s everywhere: adults in their thirties and forties are being diagnosed for the first time, while others on TikTok are certain they’ve “figured it out” without ever stepping into a clinic.

The numbers back up the sense of an explosion. Across many countries, ADHD diagnoses in adults have more than doubled in the past ten years. Online searches for ADHD have skyrocketed, and videos with the hashtag #ADHD have billions of views.

But this rise doesn’t necessarily mean ADHD itself is becoming more common. Instead, several overlapping forces have created the perfect attention storm:

• Increased awareness: We’re finally recognising that ADHD can present differently in women and adults.

• Reduced stigma: Neurodivergence is no longer something to hide; it’s often seen as a strength or identity.

• Information access: With mental health content on every feed, people are self-educating — and sometimes self-diagnosing.

• Cultural burnout: The modern environment is overstimulating, and many of us are living in a state of chronic distraction that looks a lot like ADHD symptoms.

In short: we’ve never talked about attention this much — or lost it this easily.

2. What ADHD Actually Is (and Isn’t)

Before we go any further, it’s important to be clear about what ADHD really means — from a clinical, neurological point of view.

ADHD (Attention-Deficit/Hyperactivity Disorder) is a neurodevelopmental condition. It affects the brain’s self-management systems — particularly executive function, the set of mental skills responsible for planning, focus, impulse control, and working memory.

In ADHD brains, there’s typically lower activity in dopamine pathways — the circuits that help us experience motivation, reward, and sustained interest. That’s why people with ADHD often describe a paradox: they can hyperfocus on something exciting but can’t complete routine tasks, no matter how hard they “try.”

It’s not about laziness or lack of willpower — it’s a different way of processing stimuli and reward.

Common signs (clinically) include:

• Persistent difficulty sustaining attention or following through on tasks

• Impulsivity or acting before thinking

• Restlessness (mental or physical)

• Forgetfulness, disorganisation, or time-blindness

• Strong emotional responses or rejection sensitivity

Crucially, ADHD isn’t diagnosed based on “relatability.” It’s assessed through a thorough clinical evaluation that looks at how symptoms affect daily life, across time and settings.

And here’s where things get blurry: the modern world now amplifies many of these behaviours in almost everyone.

3. The Attention Economy: How the World Started to Look Like ADHD

Imagine designing a world specifically to disrupt focus:

• Constant notifications

• Infinite scrolling

• 24-hour work access

• Dopamine-driven design that rewards novelty over depth

That’s not a dystopia — it’s Tuesday.

We live in what psychologists call the attention economy, where the most valuable resource isn’t oil or data — it’s your focus. Tech companies, advertisers, and media platforms all compete for it, using algorithms optimised to keep you hooked.

The result? Even neurotypical brains are under siege.

Studies show that the average attention span has dropped dramatically over the past two decades. Many of us now experience “digital ADHD” — not a medical condition, but a learned pattern of fragmented attention, overstimulation, and difficulty transitioning between tasks.

It’s not that we’ve all suddenly developed ADHD — it’s that the world itself has become distractogenic (yes, that’s a real term in cognitive psychology).

Our brains haven’t evolved as fast as our technology. The same neural circuits that once helped us scan the savannah for danger are now overwhelmed by the constant ping of modern life. The line between “disordered attention” and “digitally trained attention” is blurring fast.

4. Why We’re All Relating So Hard

When you hear someone describe ADHD symptoms — the mental noise, the overwhelm, the lost keys, the unfinished projects — it’s almost eerie how relatable it can feel.

Part of this comes from a genuine overlap: stress, burnout, poor sleep, and chronic digital stimulation all mimic the executive function challenges of ADHD.

For example:

• Sleep deprivation impairs attention and working memory — the same neural networks affected in ADHD.

• Multitasking (or rather, rapid task-switching) floods the brain with dopamine hits that resemble hyperactivity patterns.

• Chronic stress shrinks the prefrontal cortex — the very area responsible for focus and planning.

So, if you’re tired, overstimulated, scrolling too much, and trying to do five things at once, your brain will absolutely start behaving as if it has ADHD — even if it doesn’t.

This is where compassion and curiosity matter more than labels. Instead of pathologizing every scattered thought, we can ask a more grounded question:

Is my brain struggling — or is my environment unsustainable?

5. The TikTok Effect: ADHD as Identity and Aesthetic

Social media hasn’t just raised awareness — it’s reshaped how people think about mental health entirely.

On one hand, this is revolutionary: people who might have suffered in silence are finally seeing themselves represented. Especially for women and people of colour, whose symptoms were often dismissed as “just stress” or “being flaky,” online communities have been life-changing.

But there’s also a flip side. The algorithm loves relatability — and ADHD content performs extremely well because it’s personal, emotional, and self-deprecating in a way that feels authentic.

This has created a kind of “neurodivergence aesthetic” — where ADHD becomes part of online identity, sometimes even a social currency.

Creators post videos like:

• “If you do this weird thing, it might be ADHD”

• “Signs you have ADHD that no one talks about”

• “My ADHD brain be like…”

While some of this content is genuinely educational, much of it blurs the boundary between universal human behaviour and clinical symptomology.

You might resonate because you’re human — not because you’re disordered.

The danger here is twofold:

1. People might self-diagnose and seek stimulant medication without proper evaluation.

2. The seriousness of ADHD as a neurodevelopmental condition gets diluted into meme culture.

6. The Real Issue: A Society That’s Losing Focus

So what’s really wrong? Why does everyone feel like they have ADHD now?

Because, in many ways, our culture rewards and reinforces ADHD-like patterns:

• We glorify multitasking.

• We design workplaces around constant communication and interruptions.

• We celebrate “hustle” and “grind” over rest and depth.

• We consume content in 10-second bursts, rewiring our dopamine circuits for novelty over consistency.

Essentially, the entire system is training us to be more impulsive, more distracted, and more restless — then selling us solutions to fix the very attention it’s stealing.

Psychologist Gabor Maté calls this the “collective ADD culture” — not to dismiss ADHD as a diagnosis, but to highlight how widespread our attention struggles have become.

We don’t just need more diagnoses — we need to rethink how we live, work, and connect.

7. So, What Can Be Done?

If you’re genuinely wondering whether you have ADHD, the first step is always a proper clinical assessment. There’s no substitute for that. A qualified mental health professional can distinguish between ADHD, anxiety, trauma, or lifestyle-driven focus issues.

But whether you have ADHD or just “modern brain fatigue,” the next steps are surprisingly similar.

Here’s what actually helps — for everyone living in this age of distraction:

1. Rebuild your attention hygiene.

• Single-task. Do one thing at a time — truly.

• Digital breaks. Use “do not disturb” mode for set times each day.

• Restructure dopamine. Replace micro-dopamine hits (scrolling) with macro ones (exercise, creativity, deep conversation).

2. Prioritise sleep like a prescription.

ADHD and sleep have a deeply intertwined relationship. Even one night of poor sleep can mimic inattention, impulsivity, and irritability.

Treat bedtime like medicine for your prefrontal cortex.

3. Feed your focus.

Stable blood sugar, omega-3 fats, and a balanced gut-brain axis all support dopamine regulation and executive function.

Simple swaps help:

• Protein-rich breakfasts

• Fermented foods for gut health

• Limiting ultra-processed snacks that spike and crash energy

4. Move your body — not just for fitness.

Exercise increases dopamine and norepinephrine — the same neurotransmitters ADHD medication targets. It’s one of the most evidence-backed natural supports for focus.

Even ten minutes of walking can reboot your mental clarity.

5. Reclaim boredom.

Our brains need idle time to consolidate memory and creativity. Instead of filling every gap with a scroll, allow micro-moments of boredom. This resets the nervous system and strengthens sustained attention.

6. Protect your peace from algorithmic overwhelm.

Curate your online world. Follow accounts that calm rather than overstimulate you. Take “dopamine detox” days — not as punishment, but as nervous system rest.

7. Seek support without self-labelling.

You don’t have to fit a diagnosis to deserve care. If you’re struggling, therapy, coaching, or structured support can help you develop focus tools — regardless of whether it’s “ADHD” or just “being human in 2025.”

8. The Middle Path: Compassion Meets Clarity

The conversation around ADHD is evolving — and that’s a good thing. More people are understanding that neurodivergence isn’t a flaw; it’s a spectrum of ways human brains can work.

But awareness should lead to understanding, not confusion. We can hold two truths at once:

• ADHD is a real, biologically based condition that deserves respect and support.

• Many people feel ADHD-like symptoms because our environment is overstimulating, unsustainable, and poorly designed for focus.

Instead of arguing over who “really” has ADHD, we can unite around a shared reality: our collective attention is under pressure, and healing it will take both personal boundaries and systemic change.

9. Rethinking Attention as a Wellness Practice

In the same way we talk about gut health, skincare, or stress management, attention deserves its own wellness conversation.

Attention is not just a cognitive skill — it’s a form of presence, a way of relating to the world. It determines what we notice, nurture, and become.

Every scroll, every click, every tab open is shaping the architecture of your brain. The good news? Neuroplasticity means you can retrain it.

Try reframing focus not as a battle, but as a practice — one that blends science with self-care:

• Mindfulness isn’t about sitting still — it’s about noticing what you notice.

• Boundaries aren’t rigidity — they’re compassion for your nervous system.

• Rest isn’t laziness — it’s how your brain rebuilds attention reserves.

When we treat focus as wellness, not willpower, everything shifts.

10. So… What the ADHD Is Going On?

What’s going on is that our collective attention is exhausted. We’re navigating a world that overwhelms even the most grounded mind, while our nervous systems cry out for rest, rhythm, and reality over constant reaction.

We’re not broken — we’re overstimulated.

The answer isn’t to dismiss ADHD or diagnose the whole internet, but to find balance:

• Recognise real neurodivergence with empathy and accuracy.

• Acknowledge that cultural and technological overload is creating ADHD-like living conditions for everyone else.

• Create systems — personal and societal — that make focus, calm, and depth possible again.

Because in the end, reclaiming our attention isn’t just about productivity. It’s about presence. It’s about remembering that your brain isn’t a machine for output — it’s a living ecosystem designed to experience meaning, not just stimulation.

And maybe that’s the real wellness challenge of our era:

Learning to live in a world designed to distract us — without losing ourselves in it.

Final Thought: Attention Is the New Self-Care

If there’s one takeaway from this ADHD-saturated moment, it’s that everyone’s attention deserves care. Whether you have ADHD, think you might, or just feel permanently “scattered,” the path forward is the same: gentler routines, deeper rest, fewer tabs open — both digitally and mentally.

Because focus isn’t something you “get back” — it’s something you rebuild. Slowly. Deliberately. Compassionately.

So the next time you catch yourself mid-scroll, wondering, “What the ADHD is going on?” — take it as a sign.

Pause. Breathe. Choose one thing to truly pay attention to.

That’s where clarity begins again.