The Lost Art of Anticipation

I’m not ashamed to tell you (in fact I wear it like a badge of honour) that, over the course of a weekend, I can quite comfortably binge-watch entire seasons of my favourite show, order tasty foods through a variety of apps, get my clothes picked-up, washed, ironed and returned, and even (not that this happens very often), get someone to go and stand in the queue  for the new iPhone. All this, without ever actually having to speak directly to another human. What a time to be alive!

However, does all this convenience come at a cost?  You can see where I’m going with this one… I think so. I put it to you – have recent developments in technology meant that we’ve lost the art of anticipation?

The ‘On-Demand’ model means that long gone are the days where I would eagerly wait for the next episode of ‘The OC.’ Now I only have to wait 10 seconds for the latest instalment. And even then, I can’t let Netflix count me in. Give. It. To. Me. Now.  Consumers expect their wants and needs to be instantly fulfilled. For example, did you know that in 60 seconds Google serves 3.8 million search requests, Netflix clocks up 87,000 hours of videos watched and there are 18,000 matches made on Tinder?* Those are some SERIOUS numbers!

So, what implications does this have for Australian/Global businesses? If a company/owner makes a potential/existing consumer wait for information or content does that become detrimental to the success of their business? We live in an age where we, as consumers, we expect that everything should be available at the touch of a button or a voice command [link to Alexa article]. “Assistance is really the new battleground for growth. As expectations of the empowered consumer continue to rise, the most assistive brands will win.” – Allan Thygesen.

That being said, I firmly believe that no matter how long I have to wait for the payoff of my actions, it’s ALL about making a meaningful human connection. If brands and businesses can nail this, I think I (and most people for that matter) can wait. Establishing a relationship with me, on the same level that a friend or family member might do, means I can easily forgive a clunky website or even the fact that you don’t respond to me quickly on social media. We are all human after all and good things come to those who… wait.

I would love to know what you think… really looking forward to it in fact.

– HJ

*Source: Statista