Staying ahead: Embracing History of Technology

In times of economic upheaval and uncertainty, history serves as a powerful guide, illuminating the trajectory of industries and the resilience of the workforce.

During the Great Depression of the 1930s, construction formed a core of the American workforce. Today, service workers make up 80% of the workforce… In 1936, the sweets industry employed more people than aerospace in the US. The Second World War changed that. By 1941, two million people worked in aerospace in Los Angeles alone… When Sars broke out in Asia in 2003, the virus, and government responses to it, led to a collapse of bricks-and-mortar retail, laying the groundwork for the explosion of e-commerce across Asia
— Danny Forston, The Sunday Times March 29th 2020.

From the construction boom during the Great Depression to the emergence of aerospace dominance during World War II, the evolution of industries mirrors the dynamic nature of our economy. Today, amidst the COVID-19 pandemic, we stand witness to another transformative chapter—one characterized by the rise of service sectors and the dawn of a new era of automation.

It’s crazy to continue to put people in harm’s way.
— Travis Deyle, Founder of Cobalt Robotics, a company that produces security robots.

Forston's insights shed light on the potential avenues for investment in this rapidly changing landscape. Tele-medicine and medical automation emerge as promising sectors, with innovations such as Rutgers University's blood-drawing robot pointing towards a future where human safety is prioritised in healthcare settings.

We talk in robotics about the dirty, dull and dangerous.
— Steve Cousins, Chief Executive of Savioke, a company which makes robots for the service industry including hotels.

The voices of industry leaders echo the sentiment of necessity driving innovation. Travis Deyle of Cobalt Robotics emphasizes the imperative to protect human lives by leveraging technology, while Steve Cousins of Savioke underscores the role of automation in tackling tasks deemed dirty, dull, or dangerous.

Indeed, COVID-19 has brought to the forefront the concept of "sustainment industries"—sectors critical for societal well-being and resilience. The demand for essential workers in sectors like healthcare and agriculture has surged, with vacancies outpacing the available workforce. However, as Peter Evans highlights, the challenges of recruitment and retention persist, leaving crucial roles unfilled.

Tesco is hiring 8,000 drivers and has already taken on 12,500 new staff since the crisis began, out of an additional 20,000 people the supermarket needs… About 70,000 seasonal workers are needed to work on British farms”. That is, if you are ready to put your life on the line? [...] and by 2025, a UK shortage of 600,000 care workers is forecast.
— Peter Evans, The Sunday Times.

In the face of these challenges, we are compelled to confront the broader implications of technological advancement. Martin Heidegger's reflections on technology as both liberating and enslaving resonate deeply, urging us to examine our relationship with innovation and its societal impacts.

As we navigate the uncertain terrain of a post-pandemic world, we are called upon to embrace change with both caution and optimism. By harnessing the lessons of history, seizing opportunities for innovation, and prioritizing the well-being of our workforce, we can chart a course towards a more resilient and inclusive future.

It leaves one thinking….

Everywhere we remain unfree and chained to technology, whether we passionately affirm or deny it. But we are delivered over to it in the worst possible way when we regard it as something neutral.
— Martin Heidegger, The Question Concerning Technology.

Ready to navigate the shifting landscape and future-proof your brand? Let's collaborate to turn today's challenges into tomorrow's opportunities. As a creative marketing and brand strategy consultant, I can help you harness innovation, connect with your audience, and build a resilient, future-focused brand. Reach out today to start crafting a strategy that not only adapts to change but thrives in it.

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