While there are many causes of forgetting important information, distractions are a big reason why we forget things. This applies whether it was something we have been told, have seen, or have read. If we are not focused at the time we see or hear the information, more often than not we won’t remember the information when we need it later on. Our parents might have said that the information went in one ear and out the other, but in cognitive theory terms the information hasn’t made it from our working memory to longer-term memory.
The effects of distractions on memory are especially common these days where most of us are busy and trying to do several things at once. We might be trying to study the paper while listening to the radio or watching a TV show - in extreme cases we might be also trying to have a conversation or cook a meal as well! Even in the car, driving somewhere can be enough of a distraction that we don’t remember something we have been told or heard on the radio - especially if something outside the vehicle has also caught our attention.
If you find yourself forgetting things because of this, you need to try and condition yourself to eliminate the problem. Make the time to focus on just one task (like reading the paper, or having the conversation) and remove the other distractions in your environment. If you are talking with someone, turn off (or mute) the radio or TV. If you are cooking dinner, don’t try to study that important document you need to read. Try to focus on just one task at a time, and you’ll find that it does wonders for your memory!