Rory Sutherland

I spent the last few days in Deal and Folkestone with Professor Richard Thaler at Nudgestock, Ogilvy’s seaside festival of Behavioural Science. On my way home I decided to stop off at M&S to buy some runny scotch eggs and a pie, accompanied by some unwanted green things to make my basket look middle-class. Finding

I am scraping the edges of my memory here, but I am fairly sure that opinion polls in my childhood (for the elections of 1970, 1974 and 1979) quoted four percentages: Conservative, Labour, Liberal and ‘Undecided’. Nowadays no figure is quoted for ‘Don’t knows’, and party support is contrived to add up to 100 per

Readers of a certain age may remember choosing a cassette player in the 1980s. In theory the process was simple: we would have read reviews of competing devices in audiophile publications and then bought whichever device scored best in terms of sound quality, reliability and value for money. Except we didn’t do this, did we?

I don’t like to make business predictions, but — barring some apocalypse — I suspect there will be plenty of estate agents around in 2065, and occupying prominent high-street shopfronts just as they do now. This may seem an absurd prediction: after all, almost no one now uses an estate agent to find a house:

Whenever I hear the phrase ‘hard-working families’ a little voice in my head asks ‘what about the lazier, chilled-out families? Shouldn’t we think about them too?’ If Cameron simply abandoned this Stakhanovite fetish and announced Britain’s move to a four-day working week, he could win the election outright. It may take decades, but the work

In the late 1980s, the parks service in the United States were concerned about the deterioration of the stonework on the Lincoln Memorial. So they asked the maintenance staff why the stone was decaying. The crew explained that they used high-power sprays every fortnight to clean the masonry. The water penetrated cracks and joins, weakening

Driving from Dover on the M20 a year ago I missed the turning for the M25. A month later I did it again. Then again. ‘You bloody idiot — you missed the turning,’ I said to myself each time. Eventually, after I had missed the turning five times in ten journeys, I wondered if it

Few people know this, but hidden within the FedEx logo, between the E and the x, there is a small white arrow, pointing to the right. I feel slightly guilty sharing this with you, since from now until your death you will find it impossible not to notice this device. It is something which once

Are you sitting comfortably and wearing your tinfoil hat? If so, open YouTube and watch a full-screen version of the Zapruder film, in particular the section after frame 215 where the presidential limousine passes behind the Stemmons Freeway sign. What you will see, partly obscured by the sign, is a man’s opened umbrella 30 feet

Some time in the 1960s, a group of people in an advertising agency (among them Llewelyn Thomas, son of Dylan) found themselves debating the direction of causation in the purchase of electric drills. Their dispute revolved around one question: do men a) conceive a need for making a hole and therefore go and buy a

‘J’ai failli attendre’ — ‘I almost had to wait’ — allegedly said by Louis XIV when his carriage drew up just a few seconds before he reached the bottom of the palace steps. Pathetic, I know, but I try to re-enact this moment with taxi booking apps: I watch the car approach on the map on my

My children have a phrase called ‘fomo’ — which stands for ‘fear of missing out’. It is a constant, mildly paranoid anxiety, exacerbated by social media, that all your friends are having a much better time than you are. There is a related problem in government, I suspect, called FODM — or ‘fear of Daily

I had always attributed it to bad luck in the genetic lottery. I am three-eighths Welsh and a quarter Scottish, which is a rotten mixture: part Cavalier, part Roundhead. This means that every pleasurable experience I have in life is coloured by Calvinist guilt: in the remote likelihood that I were ever to find myself

It’s taken years to work this out, but there is a subtle art to designing an airport lounge. 1) Install power sockets and add useful tables and comfortable chairs… 2) make sure these three items are never located in the same place. You can sit comfortably, use a laptop or even charge it — but

About four years ago, an irate father in Minneapolis walked into his local Target shop with a complaint. He wanted to know why they were sending his daughter, who was still at school, vouchers for baby clothes and cots. Were they trying to encourage her to get pregnant? When they telephoned to apologise a few

I never got beyond page 20 in Fifty Shades of Grey. No one got shot in the first chapter, and there were more than four characters, so I rapidly found the plot confusing. In any case, I am averse to physical pain in any form (if I were to engage in BDSM activities, my secret

I stopped using London buses when some coward put doors on them. Twenty years ago, you could board any bus headed in the right direction and when it diverged from your intended route you’d jump off and board another. You didn’t need to understand bus routes at all. Now, when bus doors open only at

Apart from the Wye Valley, where I grew up, there are only two places in Britain I’d consider living: Kent and Essex. Since Kent grabbed the ‘Garden of England’ moniker, it’s generally considered the posher of the two, but in reality the two counties are mirror images of each other: in the words of one

It is a trick which often works on children. Do not tell them to eat vegetables; instead ask whether they want broccoli or spinach. Question such as ‘Red or white?’ or ‘Still or sparkling?’ are examples of placebo choice: a psychological hack which works rather like the placebo ‘door close’ buttons in lifts (which are