I realize that times have changed… However, I did not internalized the amount of change until my neighbor’s 14-year-old said “I love everything wheat!” And it is not just her; my 10-year-old prefers whole wheat over Wonder Bread. I might be living in a community where there is more sensitivity towards environmental, social and health consciousness. However, I bet there are more communities around the world such as ours. And, those are not the only trends that are shifting. You are probably wondering, what does this have to do with innovation or technology management? Let’s break these trends down; jump in with your own observations and insights.
Going green and ethical consciousness
These days, it seems like every other ad in a magazine is about a firm’s greenness and their new environmentally friendly products or processes. Though the ads might be a fad, the growth of environmental and social consciousness is certainly not. Our new generation is observing the negative impact we have had on our environment, on earth’s natural resources and overall society first hand. That consciousness and society’s learnings are here to stay.
My son recently shared his view on space travel: “We have to find a new planet to colonize, as the human race will be extinct given what we have done to the environment.” I hope it is not as black and white as he sees it.
Let’s not forget ethical consciousness. The Internet, always-connected technologies and social networks have significantly increased the degree of transparency firms once had. With that, consumers are more knowledgeable and demand more from your firm. MIT Sloan Management Review recently published a study on Does Being Ethical Pay? (may require subscription.) The study shows that consumers are willing to pay a slight premium for ethically made goods, and would buy unethically made products only at a steep discounts. The Women of The Buyer’s Army is taking activism to the next level as highlighted in the Ode Magazine. Their mission is to raise shoppers’ awareness on how various products are made.
Your mission, if you decide to accept it, is to incorporate green technologies, environmental and ethical consciousness into your organization’s DNA. Right now your customers are demanding it, and tomorrow your workforce will be joining them too.
Talent management
I can’t help but share my observation on the hypocrisy of some of the CEOs out there, in this case Mark Hurd… Anyone that is plugged into the US business news is aware of CEOs’ concerns on dwindling US tech talent. Though I haven’t seen a study, I wouldn’t be surprised to see a cause-effect relationship between early US outsourcing trends to current US graduates in the technology field. However, the part that really bothers me is when a CEO complains about dwindling US tech talent on one breath, and then reduce his US workforce in large numbers in another breath.
So, let’s focus on the real issue at hand. It is NOT that the US doesn’t have talent, it is either not the right talent or not at the right price. Given that, along with accelerated technology shifts and US visa procedures, your talent management strategy has become even more relevant.
In search for a meaning
Maybe the generations are in crisis, or finally we are learning there is more to life than just work. Either way, as average life expectancy increases, so does the need for that life to be more meaningful and purposeful at every aspect of our lives. I should know, as I am one in search of meaning.
As a manager, you might already be experiencing these shifts in your workforce. Changes that have been taking place just from the perspective of technology alone have been amazing, mainly driven by kids that never experienced a world without the Internet, have no clue what a floppy drive looks like or why would anyone want to use such a thing in the first place 
Where the communication is driven by text messaging, instant messaging, emails and MySpace. But even more so, these kids are interested in knowing the purpose, understanding their impact and ensuring a world that is healthy and happy. At the same time, you might be dealing with Generation-Xers that are going through their own career shifts to find that purpose and meaning.
These personal shifts create an interesting challenge for managers: how do you motivate and reward your employees? How do you create growth opportunities that are aligned with their own purposes? How do you ensure the meaning they are looking for matches yours? And, how do you keep those employees?
Our opportunities are global, so are our problems
Globalization is here to stay. No doubt, it has fueled the growth of many firms and improved the lives of many. Unfortunately, it is also highlighting the ever increasing divide between the rich and the poor. (Superclass: The Global Power Elite and the World They Are Making
As Albert Einstein pointed out “We can’t solve problems by using the same kind of thinking we used when we created them.” We need to increase our global reach by building virtual teams around the world. So far this activity has been mainly fueled by firms driven to reduce operational costs. However, we need to shift towards building cultural and social awareness of global communities, and bring that to our product and technology planning activities.
Finally, NIMBY (Not In My Back Yard) doesn’t have a relevance in today’s global world. We can’t pretend that just because something doesn’t immediately impact us, we don’t have to care about it. The Story of Stuff highlights in a fun way how everything we do is connected. As consumers we are becoming more aware of how our purchasing decisions are shaping the world we live in. As businesses, we need to take to heart the concepts of: sustainability, zero waste, clean production, renewable energy and a more fulfilling purpose that fuels meaning for all.
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