Should you shed tears? Picket your school system? Turn back the clock? Heck, no. You should accept that it's real, recognize that communications will have to change to address the "short attention spaniels," and that your competitors may not be adapting to this new reality as quickly as you. That, my friend, is not a sociological generalization: it's a brand strategy.
You need to examine, or re-examine, every bit of text you use to communicate with your audiences: printed matter, including brochures, catalogs, ads, newsletters, letters, annual reports – plus electronic publications: web site, emails, etc.