This blog explores a key consumer trend for 2026 “Lightspeed living” and why instant gratification, on-demand culture and rapid technology have reshaped how people seek control, confidence and calm in an overwhelming world.

Ask a question online and you’ll get an answer in seconds. Order groceries and they arrive before you’ve finished your to-do list. Need help? A chatbot is already typing. Speed has quietly become the baseline of modern life.

What once felt like convenience now feels like an expectation. We live in an on-demand culture shaped by instant answers, rapid delivery and ever-smarter digital tools, where many everyday tasks happen almost instantly. This is the reality behind Lightspeed living, one of the key trends in our latest What Matters report. Our research shows just how central speed has become: 65% of people globally say the options they value most today deliver immediate results.

But this shift isn’t about impatience. As uncertainty grows and cognitive load intensifies, instant solutions offer reassurance. They help people feel capable, informed and back in control, even when the world feels overwhelming. And yet, speed on its own doesn’t cut it. People want things done quickly, but not at the cost of trust, quality or confidence.

Lightspeed living captures this behavioural shift: the pursuit of momentum, clarity and confidence in a world that rarely slows down.

Why does instant gratification feel so appealing right now?

Instant gratification feels irresistible because life feels busier, noisier and more unpredictable than ever. Days are packed with decisions and demands: from sorting through emails and planning dinner to scheduling kids’ activities or fitting in a workout. When everything competes for attention, quick results offer a sense of control.

This isn’t just about convenience. Fast outcomes make people feel competent and confident. They provide reassurance in a world that can often feel overwhelming. Add to that the cultural pressure to do more, move faster and be more visibly productive and instant gratification becomes a way to keep up and feel in control.

These shifts are driven by broader societal and technological changes that have reshaped how people experience time and reward. Lightspeed living isn’t a fleeting trend, it’s a reflection of how people are adapting to a high-speed, hyper-connected culture that prizes momentum.

As part of its 2025 strategy, Grab doubled down on speed, efficiency and accessibility. The launch of GrabFood for One removed minimum spend requirements and introduced a fixed, low delivery fee, making quick solo orders easier than ever. Alongside this, Shared Saver uses AI to identify nearby orders with similar items and bundle them into shared deliveries, allowing users to enjoy lower fees by pooling demand. Together these innovations highlight how Grab is designing for instant, smart and socially efficient experiences, delivering a fast, on-demand model that feels both seamless and more inclusive for the demands of everyday life.

How technology and AI reinforce Lightspeed living

AI and technology have only amplified Lightspeed living. Smart apps, automated services and AI powered tools streamline tasks that once required time and effort. Recommendations, shortcuts and predictive features remove friction and help people get results faster, often with just a tap.

But AI does more than speed things up. It acts as a behavioural accelerator. By anticipating needs and offering answers before people even ask, AI has trained people to expect speed and simplicity at every turn. It doesn’t just respond to habits, it’s actively shaping them, gently nudging people toward routines that prioritise immediacy. Over time, instant gratification stops feeling exceptional and becomes the default.

One sector where this shift is especially visible is healthcare, where AI-powered tools are transforming how people access guidance and get instant reassurance.

In Denmark, apps like Miiskin and Aysa are bringing dermatology into the digital mainstream. By uploading a photo of their skin, users receive immediate assessments and clear next steps for concerns like moles, rashes or acne. What used to take weeks of waiting, appointments or uncertainty (and a high dose of anxiety) can now happen in minutes. Instead of monitoring, guessing or worrying, people can act quickly and confidently.

Is Lightspeed living making people less patient or just more selective?

Lightspeed living isn’t simply making people less patient. It’s making them more selective. People want fast, instant solutions but not at the expense of quality, trust or guidance. In this sense, impatience isn’t about a lack of endurance, it’s about prioritising what truly matters.

That selectivity is reshaping how people interact with brands. Consumers are increasingly drawn to companies that combine speed with reliability, clarity and expertise. Brands that deliver convenience without cutting corners earn loyalty, while those that are slow, opaque or inconsistent risk being skipped altogether. In a world where choice is abundant and time is scarce, attention has become more deliberate and harder to win.

Take Zappos. The online shoe and clothing retailer pairs convenience with trust and reliability. Their generous 365-day return policy lets shoppers try multiple sizes or styles with free shipping and returns, removing much of the risk of buying online. The result? Customers can take their time and feel confident in making purchasing decisions, while having confidence in the products the brand is selling, building lasting loyalty rather than a one-off transaction.

How does Lightspeed living look across the globe?

Speed may be a global expectation, but Lightspeed living doesn’t play out the same everywhere. While fast results are widely valued, people across regions are still skeptical of solutions that feel rushed or superficial. In fact, when speed is weighted against doing things properly, many consumers lean towards approaches that promise durability and confidence over quick wins. This is particularly strong in Western markets (Germany 66%, US 65%, UK 65%), where depth and long-term value remain strong values of trust.

In parts of East Asia (CN 57%, HK 52%, TW 52%), the relationship with speed is more flexible. Highly integrated digital infrastructures mean fast, tech-enabled experiences are already part of everyday life, making it easier to shift between efficiency and careful consideration. Rather than seeing speed and substance as opposites, people move fluidly between them, choosing what fits the moment.

What does Lightspeed living really ask of us?

Our craving for instant gratification isn’t a human flaw, it’s a response to living in this fast and uncertain world. Lightspeed living shows that people aren’t just chasing speed for its own sake; they’re searching for reassurance, momentum and a sense of control.

The challenge, for individuals and brands alike is learning how to deliver immediacy without losing meaning. Because in the end, the most powerful experiences aren’t just fast. They’re intentional.

* The numbers in this article are based on 15 markets: AU, BE, CN, DE, FR, HK, IN, NL, PH, SG, TW, UAE, UK, US, ZA