The emergence of “nowism,” identified in the late 2000s by Trend Watching, reflects how time influences consumer decisions and drives them toward an increasing quest for immediacy and real-time gratification. This trend is particularly evident in the popularity of scratch-off games compared to lotteries, offering instant gratification without waiting for results. Advances in digital technologies have significantly reduced delays and distances, leading consumers to experience perpetual impatience and a more subjective perception of time.

A concrete example of this dynamic is the Shazam mobile application: when a consumer hears a song they like in a public place or at a store, they can immediately identify the artist and title using their smartphone and Shazam. Within seconds, they can then connect to an online sales platform to download the song and enjoy it at their leisure. Such a process, once taking several days, is now completed in the blink of an eye thanks to technological advancements and the culture of immediacy characteristic of nowism.