Annie Hariharan is a feature writer and former business consultant based in Melbourne, Australia.

Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, yet the complexity around it is becoming more apparent.

Hyper-fast digital services appeal because they fulfil a ballooning desire for instant gratification – contemporary convenience hinges on easy-to-use interfaces that help consumers seamlessly meet their needs. However, the mechanics of consumerism are complex. People are becoming aware of global supply chains, especially in the wake of wars and escalating global conflict. As many brands are cracking down on immediacy (introducing higher delivery fees or offering it as a premium), people are turning to local and smaller-scale shopping for more mindful, slower, grounded spending.

The cost of living crisis makes people reconsider which of their needs are truly immediate, but it's not the only reason some crave a slowdown. The hyper-fast society enables our desires to be fulfilled instantly but might be too fast for our mental health. While convenience used to be a cool thing to have, now it has become essential to function in the current attention economy. People are tormented by a lack of patience and chronic dependency on stimulation from platforms like TikTok – yet the rewards of convenience easily outweigh the concerns.

Compulsive Convenience

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Border Reorder

Professor Doug Drury is the head of aviation at Central Queensland University. He has a PhD in Aviation Human Factors and Safety Management Systems from the University of South Australia and spent over 40 years in the aviation industry as a pilot, having flown for the military, commercial airline, private charter, and emergency medical service.

Australia

Travel and Leisure

Getting Around

Hotels and holidays

Bureau of Infrastructure and Transport Research Economics

The Guardian

Roy Morgan

Simple Flying

Virgin

The Conversation

Interview with Professor Doug Drury conducted by the author

Campaign Brief

SCTI

YouGov

Australianfrequentflier

Airservices Travel Sentiment Index

News.com.au

Rezdy

The Australian

Travelweekly.com.au

Virgin Australia has inched ahead of Qantas in the ranking of most trusted airlines and is rebranding as a budget carrier with premium experiences. It’s a timely move – in a period of high inflation, Aussies are gravitating towards value for money in their air travel experiences.

Cultivate

Values and Identity

How Virgin Australia restored Aussies’ trust in aviation