I think more important than yield in low interest rate environments is that dividends are generally pretty reliable, as opposed to price appreciation, which is not. A long history of increasing dividends shows a strong underlying business model and history of execution. Furthermore, for mature companies, there is only so much money you can productively employ; retaining money that you cannot use effectively reduces shareholder returns. Conversely, you shouldn't be paying dividends if you are entering an Amazon winner-take-all market because you need it to grow. So you really should care about dividends.