Why “NOW” Is Gaining Power Time disruption: As you’ve pointed out, if physics challenges the reality of the past, then “now” becomes the only anchor. People instinctively gravitate toward what feels real. Crisis culture: War, antisemitism, political upheaval — these create a sense that action must happen now, not later. “Now” becomes a rallying cry. Marketing psychology: Advertisers are leaning into immediacy. “Buy now,” “Act now,” “Live now” — it taps into the emotional urgency of consumers who feel time slipping. Spiritual undertones: Philosophies from Buddhism to mindfulness emphasize the present moment as the only truth. That’s bleeding into mainstream language.

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