I always look particularly forward to this report as it provides a range of insights that are shaping our world and how innovation is adapting and altering this.
Now the report in its fifth edition, it is now spanning 23 countries where the opinions of senior innovation executives or the equivalent are sought out, covering 2,748 executives, with 1,915 being in the C-Suite.
This year the barometer decided to explore the perceptions of the (informed) public for their thoughts on innovation’s growing impact and in particular, the future of work and they interviewed 1,346 to gain some useful insights and pointers that separate business and the citizen in their understandings.
The report covers a significant amount of areas across innovation. Here I wanted to pull out just a couple that initially caught my eye. I might add to this in further posts.
I was appalled to read a summary of a recent report that nearly 50 metropolitan regions in the USA- or more than one in seven- are unlikely to bring back their regions to job levels lost in the recession until after 2020. Yes you read it right- 2020, nearly nine further years, well beyond this Presidents further term of office, if he gets re-elected.
The report commissioned by the U.S Conference of Mayors are equally predicting 363 metropolitan areas would not generate enough jobs to get back to pre-recession peaks until 2014, based on current world economics. When you add in that metropolitan regions account for 86 per cent of all jobs you realize how stark this is. So we are entering that twilight zone for millions that have a number of lost years ahead of them to face a difficult, uncertain future.
The issue is not just the economic job loss but the types of job lost are just not easily going to be replaced. Many are simply gone, moved somewhere else in the world or just vanished forever. The level of re-skilling that needs to take place to move old-line factory jobs into technology related, advanced manufacturing for protecting added value areas or service sectors is simply massive.
Can innovation as is often suggested simply take up the slack? I think it is uinlikely. We need to think different, we need to think radically and innovation plays its delivery part in this.
Across the pond in the UK and much of Europe I suspect it is no different
There needs to be this major shift from market-led to more socially-lead organizations occurring. We see pockets of this in a number of business organizations offering clearer governance and sustainability outlines as part of their annual reporting. We need to push them a lot harder. We need to move away from business- only innovation into society based.
The shifts taking place
Society has shifted, is shifting; the consumer is becoming the supplier of content, of meaning, of their taste preferences, their emotions and the goods and services they will buy. Mass consumption, the model honed in the 20th century doesn’t work anymore. Customers are actually saying “less choice, more say” and seeking deeper self-determination. This personalising of preference can seem like more complexity for organizations but there are many ways to manage this but it requires real change in organizations, oriented to society more, serving them more.
The marketing thinking is in need of adapting also.