Following an independent survey commissioned by 4imprint, new research reveals the extent to which Britain has become an impatient nation.

What with anytime-anywhere convenience, people crave immediacy and instant gratification while the always-connected nature of today’s world means that consumers – and businesses – expect to get things faster than ever before.

Findings show that the rise of a ‘Need it Now’ culture in Britain has caused an unprecedented shift in the way that companies are having to do business with modern day consumers.

‘Now’ is the new normal and everyone is having to adapt to ways of working and at a pace consumers demand, which in turn is placing huge pressure on employees among the British workforce.