One child proudly showed another a sticker journal she had been working on for weeks. The other child, feeling uneasy, rushed home and asked her mom to order 2000 stickers at the click of a button. She ran back to Child A and said, “Hah! Now I will make a better sticker journal than you.”
Feeling dejected, Child A turned to her mom, tearful. “She got 2000 stickers from Amazon for just 200 Rs. I’ve been working on my journal for so long—can we please order them too?” The mother hesitated. The amount wasn’t significant, and her child had been dedicated to her journal. But was feeding into instant gratification the right move? Would it set a precedent for wanting more, faster?
It was difficult to explain delayed gratification to a 10-year-old, but something had to be done. Instead, she fed the need for instant gratification in a different way. She took her daughter to a garden and asked, “Can we grow a beautiful tree overnight?” Her child shook her head. “Some things take time,” the mother said, handing her a packet of seeds. “Why don’t we plant these together and watch them grow?” The act of planting created excitement, and as they watered the soil, the urgency over stickers faded.
The Rise of Quick Commerce
Quick commerce has reshaped consumer expectations. Initially focused on groceries and medicines, it has expanded to lifestyle products, fueled by changing habits and hyperlocal logistics. Search trends like “15-minute delivery” and “fastest online shopping” surged post-pandemic, reflecting a growing expectation for speed across all categories. Companies like Zepto, Blinkit, and Swiggy Instamart capitalized on this shift, making near-instant shopping a norm. Businesses thrive on fulfilling this instant demand, yet the long-term effects on consumer psychology remain largely unexplored.
Quick Commerce and the Brain: Rewiring for Instant Gratification
Instant gratification triggers dopamine, reinforcing a craving for speed. As everything—from food to fashion—is delivered in minutes, patience erodes. The constant cycle of rapid rewards can alter how we perceive time, making even brief waits feel frustrating. This racing mindset can heighten stress and anxiety, making inevitable delays—like airport security, job hunts, or college admissions—feel unbearable.
The Link Between a Racing Lifestyle and Mental Health
The shift toward hyper-efficiency mirrors a broader societal trend—one where speed is equated with success. But this acceleration has consequences. Studies suggest that the inability to tolerate waiting correlates with higher stress levels and a reduced ability to handle setbacks. If everything arrives instantly, what happens when life demands patience?
The Inescapable Wait: Airports, Jobs, and College Admissions
Some processes cannot be rushed. Air travel, job applications, and college admissions all demand time and uncertainty. Yet, as quick commerce fosters an expectation of immediacy, frustration with these unavoidable waits intensifies. Can we sustain a mindset that tolerates delayed rewards when much of our daily life now revolves around instant delivery?
The Impact on Deep Work and Focus
Tasks requiring long periods of concentration—writing, scientific research, skill-building—are at odds with an environment built for speed. If a generation grows up expecting instant outcomes, will they struggle with deep work and perseverance? The ability to focus for extended periods is already waning, with constant digital interruptions reshaping attention spans.
Will We Lose the Ability to Wait?
Patience is a muscle that needs to be exercised. Without it, frustration replaces resilience. While quick commerce enhances convenience, it also risks weakening our ability to tolerate delays, setbacks, and the natural rhythms of life.
Before You Click on the Next 10-Minute Delivery, Ask Yourself:
In a race, speed is rewarded—but is life truly a race? And to which finishing line is this speed taking us?
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