Choose awareness of your thoughts over being absorbed in the sensations they produce as they carry you along to get what they want. The aim here is simple: reclaim your attention in order to be where you are, and then just quietly notice all that you can about yourself.
The implications for city-dwelling humans aren't great either.
You must never, ever bear the insults of people just because they call you your friends. You are unique in your own way. Never let people define you.