Workforce of the future: The competing forces shaping 2030 Shaping our own destiny Megatrends provide the context for future worlds but Collectivism versus individualism Integration versus fragmentation they don’t dictate their shape or features at a specific point in time. How humans respond to the challenges and Will ‘me first’ prevail, or will societies work together Will digital technology inevitably mark the end for large opportunities which the megatrends bring will determine through a sense of collective responsibility? What is the companies? Technology has allowed tiny businesses to tap the worlds in which the future of work plays out. role of government in balancing a strong economy with the into a vast reservoir of information, skills and financing interests of its people? Regions and countries – and even that used to be available only to large organisations. Public sentiment, and its impact, is difficult to predict, cities – will inevitably take a different view on the level of Through the use of technology, small has become powerful. affected by culture, history and many other local factors. state intervention needed. As we’ve seen in recent years, public sentiment can It’s also allowed large companies to drastically reduce radically affect the approach of a nation in the space of a their internal and external costs. Organisations can be single election or referendum. But there’s no doubt that more productive with fewer staff and can expand their governments and public sentiment will influence the operations (through contingent workers, for example) forces underpinning each scenario. For this reason, we without having to invest significant amounts of capital. added some distinctly human dynamics into our scenario But once again, human agency plays its part. analysis: the ‘push and pull’ effect of collectivism versus individualism, and integration versus fragmentation. Government actions can incentivise or penalise larger businesses, or encourage small business and start‑ups. Business fragmentation: Small is powerful. Large businesses lose their dominance as customers seek relevance and organisations find scale a burden rather than a benefit. Social bubbles and affinity groups take on a new importance. Many could not exist without digital platforms. Collectivism: Individualism: Fairness and equality dominates. Where ‘me first’ rules. The common good prevails over personal preference, A focus on individual wants; a response to the infinite e.g. collective responsibility for the environment, choices available to consumers. social good and ‘fairness’ over individual interest. Corporate integration: Big business rules all. Companies get bigger and more influential – the biggest have more sway than some nations. Brands span many business areas. 10