Short-term thinking doesn’t only happen in a crisis. Whether it's a company keeping up with investor demands and the pressure to meet quarterly growth targets or a small business trying to maintain a steady cash flow, businesses are constantly pushed to produce more, more quickly, and this takes a toll on future plans. Add a crisis, and the pressure intensifies. Businesses of all sizes, including smaller companies that aren’t reporting their quarterly earnings to Wall Street, need to balance short-term and long-term goals. 

For creative teams, short-termism tends to translate into more projects with quick turnaround times and campaigns that focus on immediate sales activation, instead of longer-term campaigns that nurture customer trust and loyalty.