Feature

Trends 2016: post-9-to-5

Marketers must adapt to a future where established ways of living, working and playing are changing rapidly. As part of our 'post-everything' trends series, Marketing takes a deeper look at 'post 9-to-5'.

As a new tribe of digital natives comes of age, we are seeing the transformation of established working patterns. From where we work to when and how, the post-digital-revolution is creating a setting in which, in essence, there are no paradigms; an era of flexibility and fluidity, streamlining and time-optimisation.

We will always need a human element to make key strategic decisions with an emotional element

With technological advances threatening many existing job roles, we will have to reassess the value of a human element. IBM Interactive Experience innovation officer Hugo Pinto believes that the development of ever-more intuitive and intelligent tech will alter the idea of occupational purpose and productivity. "Robots won’t replace us," he says.

"We’ll just have to evolve into a place where we’re adding value through innovation, flair and knowledge. [Technology] will just make us more efficient, more focused, more productive, and things will move quicker."

Pinto adds that we will always need a human element to make key strategic decisions with an emotional element. Within 15 to 20 years, he predicts that companies will have pools of experts on call to consult with on major strategic decisions, as and when problems occur.

We are already witnessing numerous variations of flexible and non-hierarchical working structures, and many more people are deciding to work in a freelance capacity or take on multiple jobs. In fact, according to a recent study by Intuit, 87% of Britons see this superseding the conventional ‘9-to-5’ day in 10 years’ time.