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25 We’re all in this together In the Yellow World, workers and companies seek out greater meaning and relevance in what they do. A strong desire for ‘fairness’ in the distribution of wealth, resources and privilege drives public policy, leading to increased government intervention and consumers and workers voting with their feet. Workers find flexibility, autonomy and fulfilment, working for organisations with a strong social and ethical record. This is the collective response to business fragmentation; the desire to do good, for the common good. A wider range of work is regulated by a concept of ‘good jobs’ and decent work; moving away from traditional employer/ employee relationships. The two sides of technology Technology has helped to create the vibrant Yellow World by lowering barriers to entry by providing easy access to crowdfunded capital and a worldwide market. This allows entrepreneurial companies to compete in areas previously the domain of large organisations. But there is a central conflict around technology and automation; in the Yellow World, people are less likely to take the downsides of automation without a fight. As more people are impacted by technical advances and see their skills become obsolete, disaffection and the push ‑ b ack against policies that seem to favour the ‘elite’ grow. However, ‘invisible technology’ such as AI-driven ‘back office’ functional support and the automation of tasks that are damaging or impossible for humans, still pervades. What it means for workers Workers feel the strongest loyalty not to their employer, but to people with the same skills or cause. The Yellow World is the perfect breeding ground for the emergence of new worker Guilds, similar to the craft associations and trade fraternities of the Middle Ages. These Guilds develop in order to protect, support and connect independent workers and often provide training and other benefits that have traditionally been supplied by employers. 25 % say their ideal employer is an organisation with values matching their own. PwC survey of 10,029 members of the general population based in China, Germany, India, the UK and the US

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