We want what we want now. And we’re used to getting it. We are Uber’s children–we’ve been trained to have everything on our terms, and have it instantly, for free, thanks to the ride-sharing company.
The phrase Uber’s Children (coined by Adam Morgan and Mark Barden of London marketing agency eatbigfish) sums up the unreasonable expectations consumers now hold. We have such demanding expectations across every category we visit. And these expectations don’t dip between categories; if we see something is possible in one category, we don’t understand why we can’t get it somewhere else. So in this era of ever-stretching unreasonableness, what can we expect next? And how can we get ready for the future? Unreasonableness can show up in many forms: cheaper, quicker, more personalized and more streamlined. And here’s how it’s transforming some key industries.