Latest news with #RorySutherland
Daily Mail
15 hours ago
- Business
- Daily Mail
EXCLUSIVE Calls for staff vaping rooms at work: Behavioural science expert says forcing vapers to go to same area as smokers outside is 'totally barbaric'
Forcing people who vape to huddle outside in doorways with smokers is 'totally barbaric', behavioural science guru Rory Sutherland has claimed. The vice chairman of advertising giant Ogilvy called for designated vaping rooms in offices so workers trying to quit cigarettes can stay away from temptation. He also accused politicians and campaigners of a having 'knee-jerk' desire to ban vaping, which he described as his 'salvation' because it stopped him relapsing into cigarettes. 'It probably came from a lot of middle-class people who didn't have a lot of smokers in their milieu,' he said. 'The chattering classes probably saw vaping as a kind of reversal because their own social set doesn't have many smokers. 'But it seems extraordinary that people who are well-intentioned [want to ban it]...with so little evidence to the contrary. '[The law] is being formulated by people who are not only non-smokers but probably have never smoked.' Mr Sutherland's analysis of how human behaviour affects society and influences marketing have made him a cult social media star, with 240,000 followers on TikTok. Speaking on the Smokeless Word podcast, he said he had a row with his bosses at Ogilvy, which inspired the TV series Mad Men and whose clients have included Rolls Royce, Dove soap and BP. Mr Sutherland's analysis of how human behaviour affects society and influences marketing have made him a cult social media star, with 240,000 followers on TikTok 'They said we're going to ban vaping,' he said. 'Why can't you have a vaping room in the office? There's no legal prevention on this. It's bull****. People say it's illegal, it's not. 'By forcing the vapers to go outside and stand with the smokers you are exposing people to temptation. 'It's like holding a meeting of Alcoholics Anonymous in a pub. You wouldn't do that, would you? Forcing vapers to go and stand outside next to the smokers strikes me as totally barbaric.' He added that the best thing the Government can do sometimes is 'just stand back and get out of the way'. 'The balance of probabilities is that this is harm reduction, at least,' he said. 'We should at least give it a fair watching-brief trial and see what happens.' Smoke-free legislation was introduced in England in 2007, banning smoking in nearly all enclosed workplaces and public spaces, following similar bans in Scotland and Wales. The rules also put an end to smoking rooms which had provided a haven for smokers at work until then. They were so prolific that one of them was used as the setting for the BBC sitcom The Smoking Room, which starred Peep Show's Robert Webb and ran from 2004 to 2006. The TV show ran from 2004 to 2006, but had to close when the smoking ban came into force Then-Public health minister Caroline Flint launched a 100-day countdown to a ban on smoking in public places at a Wetherspoon pub in London Victoria station on March 22, 2007 Employers now have a legal obligation to make sure no smoking occurs on the work premises and in certain workplace vehicles. And although employers aren't required to provide smoking shelters or designated smoking areas, if they do it must be outdoor and not fully enclosed. But the smoking ban does not cover vapes, meaning employers have varying rules on using them at work. Since June 1, disposable vapes have been banned in the UK. With the Tobacco and Vapes Bill, the government also aims to ban tobacco products for anyone born after January 1 2009, and bring in further restrictions on the advertising and sale of vapes. Politicians have called for shops selling vapes to be licensed like alcohol outlets to prevent them getting into the hands of children. Caroline Johnson MP, a paediatric consultant, said: 'The market for selling vapes and other nicotine products needs to be tightened. If people needed a licence to sell vapes, it would make it easier to enforce the law, because they could immediately lose their licence if they sold them to children.' 'I would also like to see a restriction on vaping in public places, to match smoking. People may say it's 'nanny state', but most people don't want to live in a candy floss and blueberry-scented fog.' In a recent nationwide poll, think-tank Britain in Focus found most people are concerned by the number of youngsters puffing on brightly coloured disposable vapes, and shocked to learn that shops do not already need a licence to sell them.
Hans India
12-05-2025
- Business
- Hans India
Don't let uncertainty to drive impulsive decisions
While our fundamental understanding of risk boils down to the outcome or the consequences of outcome of an event, the very uncertainty of an even happening itself is a risk. We, humans, always tend to seek certainty in any outcome. Our brains are prediction machines—constantly trying to reduce ambiguity by forming expectations, even when the future is inherently unpredictable. This is the reason why we like to make predictions into the future outcomes. Rory Sutherland illustrates best of our aversion to uncertainty in his book, 'Alchemy'. If one were to take a flight to Frankfurt which departure board would you prefer to see? Option1: BA123 – Frankfurt – Delayed Option2: BA123 – Frankfurt – Delayed 70 min. Logically, neither scenario is ideal—your flight is late in both cases. Yet, most people would prefer Option 2. Why? Because while a 70-minute delay is frustrating, it provides a clear expectation. The first option, however, leaves you in limbo—How long will I wait? Will the flight be canceled? Should I stay or look for alternatives? The uncertainty amplifies stress, making the experience far worse than a defined (even if longer) delay. Though, the delay in option 2 is frustrating, it is better than optio1 because it reduces provides the certainty in the delay. While in the option1, the uncertainty is intensified as we don't know when the flight would take off, if at all, which could a source of considerable psychological pain. Analysts publish price targets, economists predict recessions, and traders rely on technical charts - not because these methods guarantee accuracy, but because they provide a semblance of certainty. This is how we develop the illusion of control. This is an instinctive coping mechanism that has remained all through our evolution as humans. When faced with randomness, our brains impose narratives. If the RBI cuts rates, so stocks will rally If the war gets escalated, the stocks will crash These mental models help us tolerate uncertainty, even when reality is far messier. As Nassim Taleb argues in Fooled by Randomness, humans are prone to overestimating causality in chaotic systems. We'd rather believe in a flawed prediction than accept that some outcomes are simply unknowable. Business that understands this physiological need thrive by selling certainty (or illusion of it): e-commerce delivery trackers don't speed up packages but they ease the 'where's my order? ' anxiety. Restaurant wait times displays make a 45-min delay feel more manageable than an ambiguous 'we'll call you'. Pregnancy tests that show 'weeks since conception' provide more information than a simple positive/negative result, even if it doesn't change the outcome. In each case, the value isn't just in the service itself but in the reduction of uncertainty. While we naturally seek certainty, wisdom lies in recognizing it's limits. In investing, this means: Accepting probabilism: instead of predicting to know the exact outcome, focus on ranges of possibilities. Preparing for multiple scenarios: plan for different futures rather than betting on one 'certain' path. Managing emotions: the most critical aspect. Acknowledge that discomfort with uncertainty is normal, but don't let it drive impulsive decisions. The future will always be uncertain. The best we can do is build resilience not by eliminating unpredictability, but by learning to navigate it without false comforts. As Sutherland's examples show, sometimes the biggest relief isn't a better outcome, but simply knowing what to expect. (The author is a partner at 'Wealocity Analytics', a Sebi-Registered Research Analyst and could be reached at [email protected])
Campaign ME
11-03-2025
- Business
- Campaign ME
The death knell for subjectivity: Data breeds insights
It is utopian to imagine a world without feedback. But a world with little to no subjective feedback is a possibility – distant, but a possibility. As brands and advertisers normalise data-informed decisions in operational and executional output, the possibility of data being the eventual sieve in decisive creative decision-making is likelier than ever. Different facets of advertising can now be positively affected by educated actions and feedback. Guesses, whims and instinct take the back seat Does the use of data in creative work mean the end of using our human faculties? No. Never. They become ancillaries to the development and approval process. Data can defy common sense sometimes, but so do our instincts. As Ogilyy & Mather Vice-Chairman Rory Sutherland famously said, 'Evolved human instinct may be much better at statistics than modern economists.' But doesn't that contradict the elevation of data as the beacon for decision-making? Data informs; it doesn't think for you. When the Dubai Chamber of Digital Economy wanted to attract potential Emirati coders to sign up for App Olympics, we used data to inform us. It led us to the yellow brick road of live game streams – where potential target audiences thrived and were actively communicating. Our instincts guided us to use storytelling as the hook and we achieved double our target of sign-ups. Guesses and whims are bigger demons to exorcise. Creative egos and work that looks-good-does-nothing is the result of unmeasured impact before investing time and effort. Creative effort is wasted on underperforming assets. Pepsi's 2017 Kendall Jenner ad wouldn't be so tone-deaf. You can dodge data before a campaign, but not after it. So, have it on your side from the beginning. Create for the consumer, not the marketer Personalisation today is much easier than it used to be. It is only achievable by understanding behaviour, predicting trends, measuring impact and mapping your budget with your desired impact. And who do we have to do all that? Data. 78 per cent of customers state that personalised content makes them more likely to repurchase a product. So, why not write a rap song for Salma from Saudi Arabia, because that's what the data points at? So what if she is a 30-year old stay-at-home-mum. That's what Treva by GoodyCo did to good effect. Creativity then decided the ebbs and flows in lyrics and tone. The deliberation after a campaign like this will be centred more around the efficacy of the creative assets and less about the mode of communication – once again, supported by data to justify what precisely led to the performance of the asset. Data is the breeding ground for insight Letting data take the wheel in decision-making changes the nature of relationships in the world of creativity, both within and outside businesses. Too often, advertising choices have been shaped by the personal preferences of those in charge. The CEO prefers blue? The ad will be blue. The creative director dislikes a particular slogan? It is discarded. Putting creative output to the test through a logical filter – data – eliminates human bias. Businesses that operate with data as a backing build more credibility with their agency and brand partners. Data is the breeding ground for insight, and from great insight comes creative ideas. A/B testing – where multiple versions of an ad run simultaneously to see which performs better – has eliminated the need for debate. Marketers no longer argue over which tagline 'feels' stronger or which image is 'more compelling'. The audience decides. One version might generate 20 per cent more clicks than the other. That is not a matter of opinion – it is a statistical fact. Advertisers no longer need to rely on the persuasive powers of their most confident team members. The best-performing ad wins, period. Data finds its purpose in the creative process Data finds its purpose in the creative process before, during and after the work is done. It's not a good-to-have any more. With impact, finances and relationships on the line, it is essential for all marketers to acknowledge data as the compass for creative judgement. Albeit without discounting the human instinct and everything it brings to the table. Advertising has always been about persuasion, but today persuasion is no longer built on gut feeling alone. Data ensures that creative efforts are purposeful, measurable and effective. The era of creating for the sake of creativity is over. The best ideas are those that are tested, refined and proven to work. In the battle between intuition and information, the winner is clear: data-driven creativity wins every time. By Gareth Mankoo, Creative Director, LPS Brands.
Yahoo
09-02-2025
- Sport
- Yahoo
Scotland vs Ireland, Six Nations 2025: Kick-off time, TV channel, live stream, team news, lineups, h2h, odds
Ireland face Scotland at Murrayfield in the final Six Nations game of the weekend. After England beat France on Saturday, Ireland bid to overcome a significant hurdle in their quest for a third successive title. Ireland beat England 27-22 to lay down a marker on the opening weekend and are favourites to win again. But drama has usually followed them to Murrayfield in recent years and Scotland kicked off by beating Italy last weekend. Here's everything you need to know... Scotland vs Ireland is scheduled for a 3pm GMT kick-off time on Sunday 9 February, 2025. Murrayfield in Edinburgh will host. TV channel: The game will be broadcast on BBC One and RTE. Live stream: Subscribers will be able to watch on live streams on the BBC iPlayer, BBC Sport Website and the RTE Player. All are free with a subscription. LIVE coverage: Follow all the action with Standard Sport's dedicated match blog! Tom Jordan makes his first start for Scotland, while Rory Sutherland starts at loose-head prop. Jack Dempsey is at number eight. Calvin Nash has replaced Ireland wing Mack Hansen due to the latter's hamstring injury. Scotland XV: B Kinghorn, D Graham, H Jones, T Jordan, D Van der Merwe, F Russell, B White; R Sutherland, D Cherry, Z Fagerson, J Gray, G Gilchrist, M Fagerson, R Darge, J Dempsey Replacements: E Ashman, P Schoeman, W Hurd, S Skinner, G Brown, J Ritchie, J Dobie, S McDowall Ireland XV: Keenan; Nash, Henshaw, Aki, Lowe; Prendergast, Gibson-Park; Porter, Kelleher, Bealham; Ryan, Beirne; O'Mahony, Van der Flier, Doris Replacements: Sheehan, Healy, Clarkson, Baird, Conan, Murray, Crowley, Ringrose Scotland wins: 66 Draws: 5 Ireland wins: 71 There are promising signs for Scotland, although Ireland's fearsome record against them has to count for something. Ireland to win by ten points. Scotland to win: 11/5 Draw: 18/1 Ireland to win: 2/5 Odds via Betfair and subject to change.
The Independent
07-02-2025
- Sport
- The Independent
Scotland ring changes for crunch Ireland clash as Rory Sutherland makes first Six Nations start since 2022
Rory Sutherland will make his first Six Nations start in three years after being selected ahead of Pierre Schoeman at loosehead for Scotland in Sunday's showdown with Ireland at Murrayfield. The 32-year-old Glasgow forward, who has 38 caps to his name, comes in for only his seventh international start since representing the British and Irish Lions in the summer tour of 2021. It will be Sutherland's first start in the Six Nations since the victory at home to England in 2022. Schoeman, Scotland's first-choice loosehead since his debut in 2021, is on the bench in one of three changes to the side that started last weekend's 31-19 win at home to Italy. The other two additions are versatile Glasgow back Tom Jordan, who replaces club-mate Stafford McDowall at centre, and Jack Dempsey, who starts at number eight with Jamie Ritchie – who agreed a deal this week to join Perpignan from Edinburgh – dropping to the bench. Edinburgh lock Sam Skinner, added to the squad this week after recovering from injury, is named among the subs alongside fellow forwards Ewan Ashman, Schoeman, Will Hurd, Gregor Brown and Ritchie in a 6-2 split – with McDowall and scrum-half Jamie Dobie the two backs on the bench. The Scots are aiming to stop a 10-game losing streak against the Irish, stretching back to February 2017. "It will be a very physical game," Townsend said. "The cohesion they (Ireland) have in their squad, with players that have won a lot of caps together and play together at club level, means the team is full of experienced players. "Rory [Sutherland] has been competing hard with Pierre [Schoeman] for a starting place. He has been in great form this year and is in peak physical shape. With Jack [Dempsey], it is just a case of him getting more minutes. He has trained really well and is looking confident. 'Then Tom [Jordan] made a good impact (against Italy), I thought he called for the ball a lot and was really aggressive in defence. It was a really good follow-up from what he had done for us in November.' Scotland starting XV: 15. Blair Kinghorn, 14. Darcy Graham, 13. Huw Jones, 12. Tom Jordan, 11. Duhan van der Merwe, 10. Finn Russell, 9. Ben White; 1. Rory Sutherland, 2. Dave Cherry, 3. Zander Fagerson, 4. Jonny Gray, 5. Grant Gilchrist, 6. Matt Fagerson, 7. Rory Darge, 8. Jack Dempsey.
