The modern consumer is an impatient creature. Whether it is information, food, entertainment, news and media, or fashion, we have come to expect instant gratification. But what are the implications of our preference for speed? And is fast always better than slow?

In a 2011 experiment published by Science Magazine, college students were shown to remember less information when they knew that they could access it later on a computer. Neuroimaging of frequent internet users shows twice as much activity in short term memory as sporadic internet users. And, as reported by the Telegraph, humans now have shorter attention spans than goldfish, thanks to smartphones.

These are just a few examples from the growing bulk of evidence that suggests that the internet making us more impatient and distractible. And clues of this transition can be seen elsewhere.

Take for instance the BuzzFeed effect. The site’s tremendous success in presenting even serious news in easily digestible chunks or “listicles” – has led plenty of more traditional media outlets to imitate the company’s approach to article writing, which opts for low word counts and plenty of images.

And, increasingly, millennials are choosing to watch YouTube videos (which have an average length of 4 minutes and 20 seconds) over traditional television, where shows average around 45 minutes.

Our lower attention spans and preference for speed are affecting many industries. For instance, fashion, particularly “fast fashion”, where the focus is on producing, marketing, and distributing products in the fastest and most cost-efficient manner. And other industries (food, music and even literature) are experiencing “fast” developments of their own.

These all usher in very real sustainability, quality, and ethical considerations (explained in relation to fashion by Elizabeth L. Cline in her book “Overdressed: The Shockingly High Cost of Cheap Fashion"). And, apart from instant gratification, it’s not clear that the consumer wholly benefits either. 

As we know, “slow food” restaurants pride themselves on creating an atmosphere and ambience, promoting conversation, using local and organic produce, encouraging chefs to think and work creatively, as well as numerous other things that fast food restaurants simply can’t replicate. And the same is true for other industries: there are certain consumer benefits that “fast” models can’t incorporate.

It is unclear whether the industries are responding to the consumer’s preference for speed or actively helping to perpetuate it, using social media and the 24/7 news cycle to take advantage of our low attention spans to shift higher volumes of product. Perhaps, as is more likely, it is a combination of both.

Increased economic efficiency, executed ethically, is no doubt a good thing. But, more often than not, the environmental factors and risks of human exploitation associated with “fast” companies are significant – and possibly even necessitated by the “fast” model itself.

Moreover, as “fast” industries grow, we may forego many of the benefits of real luxury and quality products. As consumers, then, perhaps it’s time to ask ourselves whether we need to slow down. 

Do you think that consumer impatience and distractibility is having an effect on our modern lives?

If so, do you think this effect is positive or negative?  

Email me your thoughts.