Can brands still take their time?

In 2023, more than ever, everything moves incredibly fast: information, ideas, trends. It’s the reign of instant gratification. This obviously has consequences for consumers, who are more demanding, impatient, and volatile. But it also affects brands, which must constantly multiply their efforts, be more reactive, creative, available, and inspiring, all the time and everywhere at once. To meet these expectations, brands often impose on themselves the need to produce a lot, produce quickly, and create content that is easy to consume (commonly referred to as “snack content"). The goal: to quench the thirst for content of users and algorithms, to occupy space, and to avoid being overshadowed by competitors or, even worse, being forgotten by consumers.