Imagining the future

Loyal trend fans will remember our 2019 trend I am Woman – but it’s about time we talked about men. While some enthusiastically support men taking on more traditionally feminine traits, the influencers who claim that masculinity is in crisis often attract high levels of support, particularly at a time when many young men are feeling misunderstood, unrepresented, or even blamed for issues prevalent in society.

At the same time, we are seeing men reject traditional family roles and stepping up when it comes to childcare. But although there is progress and the number of men taking parental leave is growing, a look at the stats is sobering: while almost every mother in Germany has taken parental leave at some point, not even half of all fathers have done so (For children born in 2019, BiB, 2022). There is a lot of work to be done.

But while the situation is worrying, this ongoing crisis mode has also had positive effects we can’t overlook. Many have begun to question the security and reliability of resources once taken for granted and this has ignited the wish to become more self-sufficient. Why rely on an energy network when we can run our household on solar energy? And if cucumbers are getting ridiculously expensive, why don’t I just grow my own? It’s even turning some of us into real adventurers: a recent study by Booking.com shows that a growing number of German travellers wants to use their trips as an opportunity to learn survival skills this year – such as how to find clean water or food in the wild.

It may seem over the top – but considering our impact on the world we live in, a more conscious relationship with energy consumption and our environment are developments that should be welcomed. Modern city life means that many of us have lost touch with nature and ways in which we can sustain ourselves. Relearning some of these strategies can only make us more resilient. There’s nothing this Brave New Me can’t handle! 

The new frugality has let sustainability become more firmly established in our everyday lives – doing good as a side effect, if you will. All over Europe, people are turning to second-hand goods and changing their travel habits: although climate protection is not always the main reason for avoiding air travel, we are still flying less than we were before the pandemic.

New behaviours like these may have a chance of bringing about a long-term change in attitude. In fact, many of us have now begun to really understand what environmentalists have long been proclaiming: there is no planet B – and the more people join in, the more we can achieve. 

Why should you own a car when finding a parking space is a nightmare in densely populated cities – walking, biking, public transport and carsharing are sustainable alternatives that relieve congested and polluted cities. And rather than building everything from scratch, retrofitting can make older buildings future-proof. But the change happening right now goes further than just focusing on environmental sustainability. In the face of rising living costs and the scarcity of affordable housing, some are even exploring communal living spaces.

It’s all about change created by people for people. And this includes everyone. Because the city of the future is intersectional – taking into account women’s and underrepresented groups’ perspectives to create safe, comfortable and thriving spaces for all. 

Rigid structures and “That’s how we’ve always done it!” are red flags for Gen Z. They would rather work part-time and build their own business on the side. Or simply have more time for hobbies, friends and leisure. Or they might look for a top job at a company that values diversity and shows true appreciation. Most importantly, it should offer modern benefits that focus on the health and personality of each employee.

But then there is also hustle culture: if our profession is our calling, is there ever too much work and too little life? It is precisely this tension and the shift in work culture that will accompany us in 2023 and beyond.

Used to striving higher, faster, further, we now need to switch off, pause and rethink. We need new questions, new answers and new concepts for a modern definition of wealth. Because prosperity as we know it is over – change is in full swing. Perhaps for the first time, we are beginning to realise that our prosperity is connected to the state of the rest of the world. Millennials and Gen Z in particular are driving a social shift by breaking down the rigid structures of the professional world with demands for more self-determination, leisure, purpose and sustainability.

The focus is shifting from the material to the social and ecological: rather than money and possessions, participation, quality of life, purpose, sustainability as well as physical and mental health are becoming more important in society. Because in the midst of this change, the question is no longer how we can maintain the standard we are used to – but rather what is worth maintaining. And what prosperity beyond the material means for us. 

The solutions being worked on are designed to support employees in every phase of their life – and to retain both Gen Z and the Silver Society as employees. Mental health issues such as burnout, stress and depression are increasingly being addressed proactively, and telehealth services for the menopause, support for care workers and mindfulness workshops are becoming essential parts of a company’s benefits package.

Sure: similar to greenwashing, there will be companies whose main interest is to boost their image. But what we are noticing is not just a trend, it’s a new attitude: companies are becoming more and more aware of their responsibility towards their employees. Caring companies are coming – and that’s good! 

While our talented artificial helper will surely lead to a major shift in the workplace, it comes with its very own dangers. Since AI feeds off real people’s work, using original art pieces to create its masterpieces, the lines between entertainment and plagiarism become blurred. And it doesn’t stop at text and image creation. AI has been given a voice – it could even be yours – and can convincingly make you say things you’ve never said. People and policies can’t keep up with the rapid developments, leaving us in a no man’s land when it comes to regulation and rules on how to use AI tools responsibly.

But shying away is not the solution and AI is here to stay. So maybe it’s time for us to embrace the genie in a bot as an instrument that can transform the way we work. And maybe, just maybe, it’s now our turn to adapt to the machine.