Everything Now

Communication, Persuasion and Control: How the instant society is shaping what we think

We know the world does not revolve around us, but for consumers in the instant society of the 21st Century, it very much looks like it does.

Throughout the course of a normal day, we are bombarded with around 3,000 messages. Each one is an attempt to make an emotional connection in order to sell something – a product, service, policy or even an idea.

Steve McKevitt is an expert in communication. He has spent over 20 years working for some of the world’s biggest brands: from Nike to Coca-Cola. He reveals the techniques that are employed to mould public opinion, shape how we behave and control what we think.

We learn what is really going on when we chose between a Pepsi or a Coke; how even the most boring product can become the most exciting brand; and ultimately discover why it is that, in a world of allegedly endless choice, most of us are living out virtually identical lives.

At times hilarious and shocking, Everything Now reveals how the constant drive to provide us with products we don’t actually need demands that we are kept in a permanent state of dissatisfaction and is preventing us from addressing the biggest issues of our time.

‘If stuff made us happy, we’d be the happiest people in history. Everything Now explains why we’re not.’
– David Hepworth, Word

‘McKevitt’s brilliant and persuasive book highlights the gaping void in Western society, ironically created by its own success. All our needs are now met, leaving us to focus on our ever-changing, and ultimately unsatisfying, wants.’
– David Bolchover – Author of The 90 Minute Manager

‘Having spent several years working within the grubby wheels of the marketing machine at senior executive level, the author has especially telling insights into how advertising and marketing attempts to sway us from one product towards another, near identical one. Read this before you shell out for a new, ever-so slightly shinier mobile phone or pay a premium for anything that goes out of its way to convince you how ‘ethical’ it is.’
– Time Out, Book of the Week

‘This book is about the glut of stuff in our lives and how we’re sold it, as well as why it’s not making us any happier. McKevitt – a marketing expert and (on the evidence of this, anyway) contrarian – writes with wit and wisdom, mixing personal anecdotes from his family and workplace with in-depth research. It all ticks along quite nicely, with McKevitt pulling back the curtain and showing us why everything from music to football (English) to education, journalism and job-hunting has been mortally wounded by the perpetual-motion machine of what he terms the ‘Everything Now’ culture – until, by the end, you come away a more enlightened (and hopefully slightly less credulous) consumer. Though focused almost exclusively on British culture, the points he makes are just as salient in the US, or any other advanced consumer culture, for that matter. Recommended.’ Simon Cox

Everything Now Podcast

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Everything Now by Steve McKevitt
Published by Route

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