Isabel Rivera is a writer and former videographer for live music events in the Philippines. With a background in filmmaking and a passion for storytelling, she specialises in writing articles about niche topics ranging from travel to music. Her work has been featured on the Singaporean travel website Trip101 and the Canvas8 Library.

Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, yet the complexity around it is becoming more apparent.

Hyper-fast digital services appeal because they fulfil a ballooning desire for instant gratification – contemporary convenience hinges on easy-to-use interfaces that help consumers seamlessly meet their needs. However, the mechanics of consumerism are complex. People are becoming aware of global supply chains, especially in the wake of wars and escalating global conflict. As many brands are cracking down on immediacy (introducing higher delivery fees or offering it as a premium), people are turning to local and smaller-scale shopping for more mindful, slower, grounded spending.

The cost of living crisis makes people reconsider which of their needs are truly immediate, but it's not the only reason some crave a slowdown. The hyper-fast society enables our desires to be fulfilled instantly but might be too fast for our mental health. While convenience used to be a cool thing to have, now it has become essential to function in the current attention economy. People are tormented by a lack of patience and chronic dependency on stimulation from platforms like TikTok – yet the rewards of convenience easily outweigh the concerns.

Compulsive Convenience

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

John Wu is a dedicated project manager with three years of experience in the wealth management sector across the Philippines and Southeast Asia. Specialising in wealth products, he has spearheaded the planning and execution of high-impact initiatives aimed at improving client offerings. His expertise extends to integrating wealth management solutions into digital platforms, including multi-service apps.

Vietnam

Asia

Banking and payments

Kapronasia

VietnamPlus

Statista

Mizuho

The Ken

UNDP

McKinsey & Company

Ken Research

PracticalEcommerce

Interview with John Wu conducted by the author

Forbes

Atlantis Press

OpenGov

FinTech Magazine

VnExpress

The Saigon Times

Unlimit

Adjust

2C2P

Vietnam Investment Review

International Journal of Social Science and Economic Research

In Vietnam, super-convenience is just one app away. M-Service’s MoMo e-wallet redefines digital payments for underbanked communities, with strategic tie-ups and ‘sticky’ features. As younger workers shape the country’s brand loyalty culture, MoMo aims to lead Vietnam’s cashless future.