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To a large extent, the millennial generation is setting consumer trends. We now live in an on-demand world where 30 billion WhatsApp messages are sent every day32 and where 87% of young people in the US say their smart phone never leaves their side and 44% use their camera function daily.33 This is a world which is much more about peer-to-peer sharing and user-generated content. It is a world of the now: a real-time world where traffic directions are instantly provided and groceries are delivered directly to your door. This “now world” requires companies to respond in real time wherever they are or their customers or clients may be.
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