WHAT IS THE FUTURE OF WORK?

The emerging work landscape scarcely resembles that of the previous generation, during which workers could expect to work for one company throughout their entire career. Increasingly, work roles are fluid, workers earn a living through multiple temporary gigs, work can happen from anywhere with WiFi, and many entry-level jobs are automated.

 

The future of work is marked by an increased use of technology and dissolving borders between departments and roles as workers race to keep their skills up to date.

WHY SHOULD MARKETERS CARE?

The future of work affects marketers in three major ways. First, marketers face fewer barriers to assembling high-performing teams than in the past, both for short-term projects and long-term hires, if they adapt to the changing nature of work. Employers that rigidly stick to traditional work models, such as the nine-to-five schedule, are less attractive and will have a harder time persuading the best talent to come work for firms that don’t embrace the future of work and its inherent flexibility.

 

Second, successful marketers must adapt their old tactics to new ways of doing business. For example, the B2B marketer must engage with businesses that sell novel services, like cloud storage solutions, or operate on a novel business model, like direct-to-consumer online retail.

 

Finally, to stay relevant, marketers must understand the “why” behind the shift toward Chief Growth Officers and how this new approach to marketing can improve performance, regardless of job title.

HOW CAN IT HELP YOUR BUSINESS?

Understanding the future of work gives businesses a competitive edge across several operations: securing talent, retaining talent, optimizing the org chart, reaching customers who increasingly interact exclusively online, and capitalizing on automation. An understanding of this evolving landscape frees companies to create meaningful solutions for today’s newest business challenges.

Inside Innovation, with David Lee and Ryan Reis of MillerCoors

David Lee and Ryan Reis of MillerCoors gave the Marketing Futures Podcast a behind-the-scenes look at what it takes to make bold ideas work in a multi-billion-dollar company, and discussed why some ideas that seem like “no-brainers” from the outside look at lot different from within. 

> See all episodes

Where Have Facebook Users Gone? Next Gen Social Communities Have Arrived

Our sense of belonging is considered a core attribute of human survival.  Social platforms like Facebook and LinkedIn help fill that void – enabling people not only to find and connect with old friends, but also to discover new ones. However, a remarkable awakening is shifting user behavior: Consumers now recognize they are the product and that their engagement isn’t “free.” 

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WHAT IS THE FUTURE OF WORK?

The emerging work landscape scarcely resembles that of the previous generation, during which workers could expect to work for one company throughout their entire career. Increasingly, work roles are fluid, workers earn a living through multiple temporary gigs, work can happen from anywhere with WiFi, and many entry-level jobs are automated.

 

The future of work is marked by an increased use of technology and dissolving borders between departments and roles as workers race to keep their skills up to date.

WHY SHOULD MARKETERS CARE?

The future of work affects marketers in three major ways. First, marketers face fewer barriers to assembling high-performing teams than in the past, both for short-term projects and long-term hires, if they adapt to the changing nature of work. Employers that rigidly stick to traditional work models, such as the nine-to-five schedule, are less attractive and will have a harder time persuading the best talent to come work for firms that don’t embrace the future of work and its inherent flexibility.

 

Second, successful marketers must adapt their old tactics to new ways of doing business. For example, the B2B marketer must engage with businesses that sell novel services, like cloud storage solutions, or operate on a novel business model, like direct-to-consumer online retail.

 

Finally, to stay relevant, marketers must understand the “why” behind the shift toward Chief Growth Officers and how this new approach to marketing can improve performance, regardless of job title.

HOW CAN IT HELP YOUR BUSINESS?

Understanding the future of work gives businesses a competitive edge across several operations: securing talent, retaining talent, optimizing the org chart, reaching customers who increasingly interact exclusively online, and capitalizing on automation. An understanding of this evolving landscape frees companies to create meaningful solutions for today’s newest business challenges.

“We seem at a crossroad in redefining what it means to work, to be an employer, and to contribute value and talent in newfound ways. Purpose will bring the future into focus.
 
We can choose to use advances in technology merely to drive more efficiency and cost reduction, or we can consider more deeply the ways to harness these trends and increase value and meaning across the board—for businesses, customers, and workers.”

Jeff Schwartz

Principal

Deloitte Consulting

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the future of work? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Ten Innovative Trends Happening in Retail

ANA. January 2019

Michelle Greenwald, CEO at and founder of Inventours, shared best practices for innovating in retail. She covered the major platforms, tools, and technologies across the retail marketing ecosystem to help attendees make better business decisions and be inspired by the latest capabilities.

The Future of Retail and Restaurant Marketing

ANA. February 2019

Bareburger shared numerous recommendations for how restaurants and retailers can effectively capitalize on the latest marketing tools and tactics. Trends include integrating AR into the in-store experience, delivering automated “flash” promotions for consumers while they shopped, and creating an omnichannel content ecosystem.

Amazon: Opportunities and Challenges

ANA. April 2019

Amazon is now the third largest digital advertising platform in the U.S. eMarketer expects increases of more than 50 percent per year through at least 2020, when Amazon will enjoy 7 percent of all U.S. digital ad spending. Experts from Pacvue, eMarketer, and Johnson & Johnson explored how marketers and media buyers are using Amazon for digital advertising, covering both opportunities and challenges.

Download Now!

The future of work is marked by an increased use of technology and dissolving borders between departments and roles as workers race to keep their skills up to date. Increasingly, work roles are fluid, workers earn a living through multiple temporary gigs, work can happen from anywhere with WiFi, and many entry-level jobs are automated.
 
ANA Marketing Futures spoke to marketers and experts across industries to get their opinion on the evolution of the workforce, and created a guide for to help brands thrive in a dramatically shifting workplace.

Jeff Schwartz

Principal

Deloitte Consulting

“We seem at a crossroad in redefining what it means to work, to be an employer, and to contribute value and talent in newfound ways. Purpose will bring the future into focus.
 
We can choose to use advances in technology merely to drive more efficiency and cost reduction, or we can consider more deeply the ways to harness these trends and increase value and meaning across the board—for businesses, customers, and workers.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the future of work? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Ten Innovative Trends Happening in Retail

ANA. January 2019

Michelle Greenwald, CEO at and founder of Inventours, shared best practices for innovating in retail. She covered the major platforms, tools, and technologies across the retail marketing ecosystem to help attendees make better business decisions and be inspired by the latest capabilities.

The Future of Retail and Restaurant Marketing

ANA. February 2019

Bareburger shared numerous recommendations for how restaurants and retailers can effectively capitalize on the latest marketing tools and tactics. Trends include integrating AR into the in-store experience, delivering automated “flash” promotions for consumers while they shopped, and creating an omnichannel content ecosystem.

Amazon: Opportunities and Challenges

ANA. April 2019

Amazon is now the third largest digital advertising platform in the U.S. eMarketer expects increases of more than 50 percent per year through at least 2020, when Amazon will enjoy 7 percent of all U.S. digital ad spending. Experts from Pacvue, eMarketer, and Johnson & Johnson explored how marketers and media buyers are using Amazon for digital advertising, covering both opportunities and challenges.

Download Now!

The future of work is marked by an increased use of technology and dissolving borders between departments and roles as workers race to keep their skills up to date. Increasingly, work roles are fluid, workers earn a living through multiple temporary gigs, work can happen from anywhere with WiFi, and many entry-level jobs are automated.
 
ANA Marketing Futures spoke to marketers and experts across industries to get their opinion on the evolution of the workforce, and created a guide for to help brands thrive in a dramatically shifting workplace.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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