‘Time’ has been central to Zygmunt Bauman’s theory of modernity and his subsequent account of its solid and liquid variants. The experience of time in these accounts announces the coming of new opportunities, but it also signals a corrosion of our moral sensitivity. In this article, I assess Bauman’s contribution to the sociology of time and the centrality of our temporal character for his philosophical anthropology. There is a unique chance to be moral in liquid modernity, by unshackling the outdated (...) and habitual ethics of the past. The danger, however, lays in an increasingly ‘hurried life’, where a ‘nowist’ culture demands endless answers to the most banal of choices, often before these choices have even arrived. I argue that for Bauman the historical power of culture is to raise the ‘ought’ above the ‘is’. This results from our character as temporally-aware creatures. In our liquid modern times, the haste of life and its individualizing forces shift the character of that temporal awareness, endowing us with a false set of needs crafted by the market. The project of humanity itself has become, in Bauman’s diagnosis, subservient to maintaining the goals of the market. (shrink)