The On-Demand Consumer

Author

Dr. Derek Ireland & Jay Jackson

Organization

Consumers Council of Canada (CCC)

Published

2021

Summary

Digital technology has progressed over the past decade, allowing consumers to order the goods and services they need at the location, time and place of their choice. Over time, this ‘on-demand economy’ or ‘instant gratification economy’ has gained consumers’ trust. However, there are concerns that goods and services acquired through the on-demand economy could fail government health and safety standards. Therefore, by taking advantage of the on-demand economy to order goods and services, consumers could be risking their health and safety, as well as their economic well-being.

There is little, if any, research on the growth of the on-demand economy in Canada. This study aims to determine if the on-demand economy changed consumer behaviour and, if so, how regulators and consumer organizations can assert their role without holding innovation and consumer demand back.

Several recommendations were produced as a result of the study, including a call for the creation of a national strategy to protect consumers in the on-demand economy and a recommendation that governments, consumer organizations and on-demand service providers prioritize consumers’ privacy and personal security in the on-demand economy.

The study found that consumers have limited information and understanding of safeguards that exist in the on-demand economy and suggested that a well-designed website presenting information in an easy-to-understand format would help educate consumers and fill this information gap.

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OCA Funded Research
This research received funding support through the Office of Consumer Affairs' Contributions Program.

Contact information

Source: Consumer Policy Research Database