HUNGRY. Espresso: Rory Sutherland - Have We All Become Uber-ised?
Oct 2, 2026
Rory Sutherland, British advertising leader, author, and Ogilvy UK vice chairman, explores how instant digital service has reshaped our patience. He compares London impatience with Caribbean time, examines how delivery culture affects views of waiting, and explains how entrepreneurs can transform food towns. He also discusses Gen Z’s strange economy: cheap goods and travel, but soaring housing costs and intergenerational pressure.
AI Snips
Chapters
Transcript
The Internet Destroyed Our Patience For Uncertainty
- Instant communication has recalibrated customers’ tolerance for uncertainty and delay.
- A complaint unanswered until Monday now feels unbearable, despite earlier generations waiting four days for replies.
Why Caribbean Time Requires A New Mental Clock
- Visitors must adapt to local service rhythms rather than impose their own expectations.
- In the Caribbean, Rory Sutherland learned to order drinks an hour before wanting them.
Pizza Delivery Recalibrated NHS Expectations
- Customers increasingly judge public services against instant commercial benchmarks.
- Rory Sutherland argues that NHS waiting times feel worse because people compare them with pizza delivery.