In the constant flow of time, there is a moment that is always with us, but that is often elusive to us: the present. This fleeting moment, this 'now' that is always here but that we can never retain, is the focus of this essay on the ethics and aesthetics of the present.Our experience of the world is inevitably anchored in the present moment, but the nature of this 'now' is profoundly paradoxical. How can we conceive of an instant that is both eternal and ephemeral? How can we make ethical decisions or make aesthetic judgments in a moment that seems to disappear as soon as we try to capture it?This book proposes to explore these issues from multiple perspectives, guided by the following working hypotheses: 1. The perception of the present as an isolated moment is a skill that can be developed and that has significant implications for our ethical and aesthetic judgments.2. The experience of the pure present is conditioned by cultural and technological factors that influence our ability to perceive and value the moment.3. The ability to perceive the instant as eternal, while acknowledging the flow of time, can lead to more reflective ethics and a deeper aesthetic appreciation of reality.