Time used to be governed by traditional or religious principles such as the town clock, birth, communion or marriage. It was a collective, synchronized time, when we took our holidays at the same time as everyone else. Now society is heading off in all directions, with a plurality of times that are no longer governed by institutions. Every person manages their time as they see fit. You can work from home or in the train, watch a series at three in the morning, buy online, take a holiday in the sun in December. We live in a digitally-driven, desynchronised society. This same phenomenon has created a culture of immediacy. "Everything" is done in one click. We've become an impatient society. We're no longer prepared to wait.