Stefan Kelly is a Senior Behavioural Analyst at Canvas8. Stefan has a background in behavioural science and psychology, and has spent most of his career researching how people form beliefs and make decisions. Now he spends most of his time trying to understand the interactions between identity, uncertainty and culture. After work, he's likely reading old psychiatry blogs, scouring 2nd hand clothing apps, or failing to get Arsenal tickets.

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

United States

Eating and Drinking

Coffee and soft drinks

Dunkin', long synonymous with coffee, is now targetting Gen Z with a move toward energy drinks – embracing the shift towards bright, wellness-oriented beverages appealing to younger consumers. This pivot reflects a trend as the brand adapts to evolving ideas around beverage functionality.