I will summarise recent progress concerning strain localisation in amorphous soft ‘glassy’ materials. In particular, I will show that shear banding may arise quite generically in these materials in protocols with a strong enough time-dependence as an inevitable consequence of certain signatures in the bulk rheological signals. These signatures include stress overshoot during shear startup (where the strain rate is jumped from zero to some constant value) and strain rate undershoot at the end of a regime of slow creep following the imposition of a step stress. The consequences of these findings for more general time dependent flows such as large amplitude oscillatory shear, in which the time-dependence is sustained, are also discussed. Time permitting, I will also show that these findings apply more widely still, for example in entangled polymeric fluids, suggesting that they may be generic across all complex fluids.