Rutger Bregman

And there's another period where this happened in the U.S. The move from the Gilded Era to the Progressive Era is, I think, a really good example where you really had some figures such as Theodore Roosevelt, obviously, Louis Brandes, or I was recently reading about Elva Vanderbilt, fascinating character, who at first was this very decadent, woman, incredibly rich.

And there's another period where this happened in the U.S. The move from the Gilded Era to the Progressive Era is, I think, a really good example where you really had some figures such as Theodore Roosevelt, obviously, Louis Brandes, or I was recently reading about Elva Vanderbilt, fascinating character, who at first was this very decadent, woman, incredibly rich.

But then later in her life, after she divorced her Vanderbilt husband, she became a pretty radical suffragette and one of the main financiers of the women's right movement. She reminded me a little bit of someone like Mackenzie Scott today, you know, who divorced Jeff Bezos and now is one of the most morally ambitious philanthropists in the U.S.,

But then later in her life, after she divorced her Vanderbilt husband, she became a pretty radical suffragette and one of the main financiers of the women's right movement. She reminded me a little bit of someone like Mackenzie Scott today, you know, who divorced Jeff Bezos and now is one of the most morally ambitious philanthropists in the U.S.,

So like a decade ago, people like me were told to check our privilege, right? Which is important. It's important to be aware of how privileged you are. But I think it's also very important to actually use it.

So like a decade ago, people like me were told to check our privilege, right? Which is important. It's important to be aware of how privileged you are. But I think it's also very important to actually use it.

Well, it works quite well, David. Does it? Yeah. So it's been funny. I've gotten most pushback actually from people on the left on this book and not so much from, you know, these people stuck in a corporate job. They very quickly agree, actually. These are people, you know, who... wrote these application essays about how they were going to solve some of the biggest problems in the world.

Well, it works quite well, David. Does it? Yeah. So it's been funny. I've gotten most pushback actually from people on the left on this book and not so much from, you know, these people stuck in a corporate job. They very quickly agree, actually. These are people, you know, who... wrote these application essays about how they were going to solve some of the biggest problems in the world.

You know, they wanted to work at the UN solving world hunger. But then something happened along the way. And many of them really wonder, how do I get out? What has gone wrong here? And look, I agree with you that financial incentives obviously play a big role here, but it's not the only thing. And I would even argue that it's not the most important thing.

You know, they wanted to work at the UN solving world hunger. But then something happened along the way. And many of them really wonder, how do I get out? What has gone wrong here? And look, I agree with you that financial incentives obviously play a big role here, but it's not the only thing. And I would even argue that it's not the most important thing.

So if you go back a couple of decades in American history, students had a very different attitude. So there's this study called the American Freshman Survey. It's been done since the late 60s. And at that time, when students were asked about their most important life goals, about 80 to 90% said that developing a meaningful philosophy of life was their most important life goal.

So if you go back a couple of decades in American history, students had a very different attitude. So there's this study called the American Freshman Survey. It's been done since the late 60s. And at that time, when students were asked about their most important life goals, about 80 to 90% said that developing a meaningful philosophy of life was their most important life goal.

And today, that's just 50%. Now, in the 60s, only 50% said making as much money as possible was a really important life goal to them. Today, that's 80% to 90%. So the numbers have basically reversed. For me, that shows that this is not human nature. It is culture. It can change. And there are examples in history where it has changed. So that makes me hopeful that we can do it again.

And today, that's just 50%. Now, in the 60s, only 50% said making as much money as possible was a really important life goal to them. Today, that's 80% to 90%. So the numbers have basically reversed. For me, that shows that this is not human nature. It is culture. It can change. And there are examples in history where it has changed. So that makes me hopeful that we can do it again.

So it begins with selecting cause areas. In Europe, we started with fighting the tobacco industry, which was a big surprise for me, actually. But our researchers convinced us that this is one of the most neglected challenges we face. So it's the single largest preventable cause of disease, 8 million deaths still every year.

So it begins with selecting cause areas. In Europe, we started with fighting the tobacco industry, which was a big surprise for me, actually. But our researchers convinced us that this is one of the most neglected challenges we face. So it's the single largest preventable cause of disease, 8 million deaths still every year.

And the number is going up in quite a few lower income countries or middle income countries. And there are very few people working on it. So, yeah, what does success look like? Well, making a substantial difference, of course. Smoking rates got to go down. We need stricter, better regulation.

And the number is going up in quite a few lower income countries or middle income countries. And there are very few people working on it. So, yeah, what does success look like? Well, making a substantial difference, of course. Smoking rates got to go down. We need stricter, better regulation.

So we did start last year in Brussels and we send, yeah, like two small SWAT teams of dedicated lobbyists, lawyers, campaigners to make a big difference there. And now the plan is to do the same thing here in the US and in Canada.

So we did start last year in Brussels and we send, yeah, like two small SWAT teams of dedicated lobbyists, lawyers, campaigners to make a big difference there. And now the plan is to do the same thing here in the US and in Canada.