Rory Sutherland

They're interested in reading about discord and argument and dispute.

By the way, that's an evolutionary tendency.

If we're sitting here and we heard a fight break out across the street, we'd be there with our noses pressed up against the glass.

If we heard people amicably discussing the weather, we wouldn't pay it the slightest attention.

We've fundamentally evolved to pay attention to conflict.

And so the only difference is the tools available to us?

And the extent to which social media provide the mainstream media...

I mean, in 1975, if you wanted to find someone who was outraged by the Sidney Sweeney advertisement, you'd actually have to do some legwork, wouldn't you?

Now, it's one search on X or, you know, blue sky or whatever it may be.

A willful misunderstanding is another thing that, you know, is another technique which is deployed.

It's perfectly obvious.

I mean, you know, it's perfectly obvious that that ad is not intended to mean Sidney Sweeney is the flower of Aryan womanhood.

OK, it's not, you know, it's not that.

Now, in a perfect world, had they had more budget, maybe they would have had three celebrities of different ethnicities or genders or whatever it may be.

But nonetheless, this business where you effectively affect to be outraged by things.

Well, I'll give you a lovely story about this.

It's I always forget.

Which is, I don't think phrases like uncomfortable or offended or inappropriate...

You know that you get these things where your presence here, people would find it, you know, would feel unsafe, triggering.

Okay.