Rory Sutherland - Inside a WOKE World Triggered By EVERYTHING

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Why does it feel like we’re living in a world where everyone is permanently offended? In this fascinating Heretics interview, advertising legend, author, and behavioural economics expert Rory Sutherland takes us deep inside a culture obsessed with outrage, virtue signalling, and binary thinking.

Known for his role as Vice Chairman of Ogilvy UK and his sharp, witty observations on human behaviour, Sutherland pulls apart the mechanics of “woke” culture — from the way social media rewards public outrage, to how virtue signalling has replaced meaningful debate. Inspired by thinkers like Douglas Murray and Chris Williamson, he examines how a hyper-triggered society is stifling free expression, creativity, and nuance.

In this thought-provoking conversation, you’ll discover:

Why Rory thinks binary thinking is making everyone dumber.

How the constant search for offence is hurting genuine progress.

The difference between real activism and performative virtue signalling.

Why Greta Thunberg and similar figureheads have become symbols rather than problem-solvers.

How advertising and branding play into the culture wars.

Why outrage has become a currency in modern life — and who benefits from it.

Andrew Gold challenges Rory on whether “wokeness” is a passing cultural phase or a deeper shift in societal norms. They explore how corporations, politics, and media have adapted to a world where triggered responses dominate the conversation, and whether it’s possible to bring back intelligent, good-faith debate.

Sutherland’s background in marketing gives him a unique lens: he explains how emotional signalling — once the domain of brand strategy — has now taken over personal identity and political discourse. In a climate where people are more concerned about being seen as good than actually doing good, Rory asks whether we’ve lost sight of genuine problem-solving.

Whether you agree with him or not, this is a must-watch for anyone tired of walking on eggshells in an age where the wrong word can get you cancelled.

➡️ Watch the full interview now and share your thoughts in the comments: Is modern society too easily triggered — or is this just cultural evolution?

🎥 Full interview here: https://www.youtube.com/watch?v=3Jd9Wlb9l_Y

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