The Faster Lane / Tyler Brûlé
On the move
It’s a sunny weekday, Lake Zürich is dazzling and bathers are swimming out to rafts and are stretched out in the sunshine. Me? I’m in a boardroom high above with a group of bankers, deep in a Q&A session about media, consumerism, branding and the ebb and flow of global trade. On the screen in front of me, a larger group of people have “dialled in” but they’re all on mute or not terribly interested as they’re not particularly engaged with the Q part of the format. It’s an interesting dynamic, since everyone in the room is, well, “in the room”. All are firing good questions my way and there’s a lovely rhythm. Those on-screen feel very far away, however, even though many of them have joined from their desks one floor below. To be clear, I don’t think that they’re lazy or are staging some sort of protest. It’s just that the boardroom is on the small side and it seems that there’s an unspoken, well-understood protocol when it comes to who gets a seat for such midday gatherings and who can dial in.
We’re about to wrap up when a hand fires up. “Yes, sir,” I say, nodding in his direction and noticing his footwear. He’s wearing a black John Lobb monk-strap brogue. So too are just over 30 per cent of his colleagues. Back to his question.
“Is it hard being a magazine that’s global when we hear that the world is going the other direction? Do you find it difficult in these times when there’s less interest in multilateralism?” he asks.
“Who’s saying this?” I ask. “Is it just an opinion that’s appeared in a daily newspaper? Or a set of ideas from a newsletter that landed on a few CEOs’ desks?”
For a moment he winces slightly, worried that he’s about to be put on the spot in front of his colleagues, but I carry on.
“I see no evidence that companies or consumers want to function or remain within their own borders. Do you? Do your analysts?” The gentleman blinks and nods. “Remember how many embraced the idea that ‘the future is camper vans’ and we would all become Dutch suddenly – all travelling around our regions and never getting on planes?” I continue. “And now look, the scenes at Schiphol airport say it all. People want to be out in the world, to be together, and aren’t particularly bothered by the flight shamers. In fact, I reckon that much of the shaming squad from circa 2019 is the same people who are now queuing for four hours, desperate to fly anywhere.”
I wrapped up the Q&A session, distributed prizes for the best questions and walked back to the office. The sun was at full strength, the temperature gentle, and the city had already emptied for the weekend, maybe the summer. Is everyone summering in the mountains or nearby lakes?
“The Swiss might have saved domestic travel these past two summers – they had no choice,” a local hotelier told me recently. “But now they’re all over the world and we have Texans, New Yorkers and Angelenos to thank. Oh, and maybe a few families from the Gulf. The world is on the move.”
I settled into my sofa and already the assassination of Shinzo Abe was being edged off the screens by Rishi Sunak’s clunky candidacy video. Ukraine wasn’t anywhere in the first 15 minutes of the bulletins but there were already plenty of warnings about a possible heatwave heading for the UK with all of the accompanying public-health hysteria. Depressing.
I’m hoping that the balance of July and August will see enough leaders, policymakers and board members having moments of clarity and that in September there’ll be a proper reset and restoration of pragmatism, reasoned discussion and common sense – the era of anything goes hybrid workplaces, one-size-fits-all fashion ensembles, high-vis gilets for trips to the shops and cowardice about having a point of view because there might be a backlash needs to come to an end. If you want more sensible points of view, order our soon to be released summer paperback: The Monocle Companion.