Trendwatch: End of waiting

This article explores the ever-present desire of people for greater convenience and an easier path through every day tasks - and rising expectations for brands to help.

Trendwatch: End of waiting

David MattinTrendwatching.com

Two basic human wants that will never change? More convenient living and an easier path through everyday tasks. What are changing, however, are consumers' expectations about the role of brands, and when – and how far – they should go to fulfil these desires. Set this against the instant reward culture and always-on mindset created by smartphone culture, and one clear directive for brands is apparent: the end of waiting.

Of course, consumers have never liked waiting, but now they're more impatient than ever before. Consider: 20% of social media users check their...

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