Why is this important for Brands?
Human Renaissance reflects a seismic shift in consumer outlook, from keeping up with the Joneses to a life of purpose and meaning. This shift in perspective also comes about as we grapple with a new world of work, where AI slowly but surely seeps into our daily working lives. The outcome is unknown; the robots may take on the tasks we no longer want to do, or they may replace entire sections of society. The future is uncertain, and this will have an unfathomable effect on consumers' lives. We will all have to find our place in this new world of work.
What's driving all of this?
As the world hit pause in the stillness of lockdown, we had time to reflect on our lives and ask some salient questions: Am I happy in my job? Do I have purpose and meaning in my life? Am I adequately balancing work and life?
Consumers have reacted in droves, quitting jobs, changing careers and often quietly switching off; the phenomenon of 'quiet quitting' – doing the bare minimum at work to achieve a better work-life balance. Many have chosen to shun the traditional markers of success, climbing off the incessant hamster wheel of life to look beyond money and status. Adopting a more minimalist mindset and instead actively seeking out the more human values of connection, creativity, purpose and meaning.
Data shows that this is happening right now:
Only 9% of workers in the UK felt enthused about their work and workplace in 2022
according to Gallup's 'State of the global workforce' report, compared to 16% in Germany.
Approximately 4 million people are quittingtheir jobs in the US each month
according to the US Bureau of Labor Statistics; however, the number appears to be dropping.
85 million jobs will be automated in the next 5 years
according to 2020 World Economic Forum report.