Another important concern is the future of employment expressed on two fronts: the first is in the profession and the second in the physical place of work. The development of artificial intelligence (AI) is changing the world of work and how the traditional business model is evolving towards a network model. This change may result in fewer contract employees and more contract work. Instead of focusing on jobs that can be automated, we need to focus on human skills and creativity that complement AI. The most promising future – so far – appears to be the creative economy as a way for people to use their unique skills and passions to create value for themselves and others.
In that order of ideas, the physical location of the work is also part of the consumer’s concerns. Many companies have ended up abolishing the great work-at-home experiment. The number of reports for breach of trust and paid work that did not bear fruit contrasts with the concern of workers about losing quality of life. I already wrote it in previous texts, the industrial revolution brought a global increase in productivity and innovation and, hand in hand, dehumanization and wars.
The marks must be careful not to enter the spaces I have described. They should only get involved if they can really make a difference. For example, Amazon has invested heavily in the quality of work and education for its employees. The return to the offices in Seattle has been described by authors such as Colin O’Donnell as a rescue for parts of that city. But if a company invests in improving the quality of life of its consumers only as makeup, the revenge could be very serious.
After analyzing the global trend of pessimism, it is clear that we are living in a moment in which the denial of reality has become more practical than taking responsibility for our actions. Society has become more pessimistic due to the lack of responsibility of our leaders and the growing social problems, such as violence and lack of job opportunities. Additionally, the increasing automation of work has led to concerns about the future of employment, leading companies to reassess remote work and the quality of life for their employees. In general, brands need to be careful when engaging in these issues and only do so if they can truly bring about positive change and not as a makeover to enhance their public image.
