Hasta La Creative!

One of the problems facing marketers is that everything feels “over” before it’s even begun. We all know that culture is accelerating — there are now eight fashion seasons a year instead of two; email has given way to Twitter and now Snapchat; #YOLO (you only live once) is the mantra for the post-millennial generation. And don’t let’s get started on FOMO. Everything is quicker, faster, more “now.” Our relationship with time is changing.

With so much going on and so much to keep up with, focusing on the “now” has become an essential strategy for consumers and marketers. Evidence of this is everywhere. Speed dating has evolved into hook-up culture via new apps like Tinder, Twine and Grindr, and pop-up shops and restaurants are the norm. New apps eliminate the wait for a cab, a date or a restaurant table, and there has been a huge rise in demand for same-day delivery services such as Instacart.

Everything from last-minute holiday bookings to instant streaming of TV shows and movies is evidence of our growing impatience and the demand for instant results in every corner of our lives.

Continue reading at AdAge.com