007 - The Gratification Cost of Instant – Trends B-sides
Written by David Phelan, Nikol Keserdzhieva, and Viraj Joshi in Spring / Summer 2025
Image by Lucy Ellis (https://www.itsnicethat.com/articles/lucy-ellis-animation-discover-200225)
We live in a world with financial uncertainties in a post-abundance landscape; one that leaves people tired and weighed down.
The two London trends show a generation seeking gratification from this world in their own small ways, where they can, when they can.
People can avail products and services swiftly to satisfy their wants, but what is gained and what is lost in the pursuit of the instant?
01
Phone, a Friend
Technology is now entering into spaces once reserved for human connections. It now remembers our conversations, responding to our emotional needs, and builds relationships with us.
As people begin to open up to digital therapists, and seemingly emotionally intelligent interfaces, what once took time and effort is now instantly available. This presents a new frontier for trust, care, and meaningful connections.
02
Treat-flation
In an increasingly uncertain world, rising housing costs and economic instability are squeezing young people out of traditional milestones and social life. As life gets heavier, they’re leaning into lightness—one dopamine hit at a time. Many are finding Microjoys in a Macrocrisis: small, affordable luxuries that act as psychological buffers.
