The Impatience Economy | RSQUARE MEDIA
We live in a consumerist, Instant Gratification driven world - where an instant response is sought in almost anything we do. According to, this physicological term is defined as "the desire to experience pleasure or fulfillment without delay of deferment." ("The Psychology of Instant Gratification and How It Will Revolutionize Your Marketing Approach," n.d.). A few common examples - watching content when we want and how we want (Netflix, VOD, HULU, etc.), consuming food when we want and how we want (24/7 fast food, TV dinners, 24/7 restaurants, takeout, delivery, etc.), engaging with people socially when we want and how we want (WhatsApp, Snapchat, Facebook, etc.), exercizing when we want and how we want (Daily Burn, 24/7 Gyms, etc.) - the list goes on. Welcome to the "Impatience Economy", a term developed by Rsquare Media CEO - Rajiv Jadhav, has just begun and is not going anywhere anytime soon. Aside from the aformentioned examples, the "Impatience Economy" is