What Comet 3I/ATLAS Has Taught Us About Marketing

According to the European Space Agency (ESA), this is only the third interstellar comet ever discovered — and unlike the objects that orbit the Sun, this one comes from another star system. A strange visitor that might even be older than our own Solar System.

3I/ATLAS is unique in its origin. The space agencies are mesmerized, and conspiracy theories range from alien spacecraft to natural phenomena. Surely science will learn a great deal from its journey near Earth — and while I don’t buy the craziest explanations, I have no doubt it will leave a lasting impact on humanity and perhaps even on a generation, much like the moon landing did for the Baby Boomers.

Beyond all the scientific attention, this phenomenon has managed to detach itself from our global reality in the media. Unlike the fictional comet in Don’t Look Up, which society chooses to ignore until it’s too late, 3I/ATLAS awakened immediate attention. From its discovery in Chile, astronomers worldwide have been following its path with ground- and space-based telescopes, fully aware that they are tracking a singular visitor — possibly older than the Sun itself.

The contrast is revealing: while in fiction the comet symbolizes indifference and distraction, in reality, we see how the strange and unexpected can mobilize curiosity, collaboration, and a powerful scientific narrative.

Even with NASA’s funding hampered due to the U.S. government shutdown, the monitoring of 3I/ATLAS has been relentless. One big winner from all this attention is Harvard astronomer Avi Loeb, who has become a key figure by proposing bold interpretations about interstellar objects.

There’s no doubt that interesting, valuable content remains king when it comes to holding the attention of consumers — and 3I/ATLAS proves it once again. However, there is something deeper at play in this event: the notion that the consumer is, by default, superficial or shallow also loses ground. The reality is that humanity tends to pay attention to transcendent events.

The media have also risen to the arrival of an interstellar visitor by offering scientific coverage. Although some outlets have hopped onto the viral and conspiracy train, most adhere to journalistic patterns rather than alarmism. Very different from Don’t Look Up’s satire.

I find this deeply valuable and worth highlighting. The notion that a population is superficial and uninterested in important events is incorrect. At the very least, the idea of a consumer “lumpen” who only sees their own interests is dispelled. Content and relevant themes keep raising the tide for all ships — an inevitable lesson for those of us working in content creation.

Clickbait has its place in the commercial frenzy, but it pales in comparison when set beside investigative journalism and meaningful topics. However, we must admit that the digital algorithm still pushes mass content. But even against that force, consumers have preferred specialization — the 3I/ATLAS theme.

The impact of this comet will likely extend beyond consumer attention and achieve what many have failed to accomplish: getting an algorithm to prioritize content quality over mass reach.