‘I woke up and found myself famous’: Rory Sutherland on his TikTok success

Rory Sutherland: ‘I’d have to appear in Big Brother or Strictly to achieve a commensurate amount of fame that quickly.’ Photograph: Dean Hindmarch

Rory Sutherland is reaching for an analogy to describe his newfound status as one of the UK’s most viral TikTokers. “It’s a bit like Lord Byron, I woke up and found myself famous.”

That he conjures up the name of a 19th-century romantic poet tells you a lot: Sutherland is not your average social media influencer.