Rory Sutherland - The Hidden Psychology Fueling WOKE Madness

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Why do some people proudly adopt ideas that seem illogical, hypocritical, or even harmful — and then defend them at all costs? In this fascinating Heretics interview, world-renowned advertising executive and behavioural economics thinker Rory Sutherland breaks down the psychology behind the “woke” mindset.

Vice Chairman of Ogilvy UK and one of the sharpest minds in marketing, Rory has spent decades studying how people think, behave, and make decisions — often irrationally. Here, he applies those same insights to the cultural battleground of modern identity politics, activism, and “woke” ideology.

In this insightful and often hilarious conversation, you’ll discover:

Why binary thinking has replaced nuance in today’s debates.

How virtue signalling works as a form of social currency.

Why “woke” beliefs often spread like advertising campaigns — and how the tactics mirror marketing psychology.

The role of tribal loyalty and why some people cling to ideologies even when facts contradict them.

How fear of social shaming can make intelligent people act irrationally.

Why Rory believes cultural echo chambers are making society dumber.

Rory also explores the emotional rewards that drive people to adopt these extreme positions — from belonging to moral superiority — and why arguing with them often backfires. Drawing on his background in behavioural science, he reveals how humans often make decisions emotion first, logic later.

This is not just a rant about “wokeness” — it’s a deep dive into the underlying psychology that explains why movements like this gain traction, how they sustain themselves, and what it means for public discourse. Whether you agree with Rory or not, his analysis will make you think differently about the way people process ideas in the modern world.

Smart, witty, and sometimes brutally honest, Rory Sutherland delivers a masterclass in cultural observation, blending behavioural economics with social commentary in a way only he can.

➡️ Watch the full interview now and join the debate: Are “woke” ideas a step forward for society — or proof we’ve lost our minds?

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

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