On the flip side, we have a golden opportunity to reinvent a more inclusive education system built for the needs of the 21st century. While brands will have a reduced consumer market to sell their products and services to, especially once e-commerce matures. Most companies will struggle to hire from a drying pool of talent. Without heavy investment in digital solutions for all children, our global economy will lack the necessary resources to progress with the Fourth Industrial Revolution. If governments, corporations and civil society don’t take immediate action, most countries will be left with a huge digital skills gap that will negatively impact business outcomes and standards of living for many decades. Access to the internet and personal computers will become the new battleground in alleviating poverty. But still, 1.6 billion children lack access to the necessary technology according to UNICEF. Following the lengthy closure of schools, most countries have adopted remote learning. The digital divide is the gap between those with internet access and those without. As conditions in the physical world improve, poverty and inequality will manifest themselves in the digital world. The same is true for literacy rates and public health. But in 2015-the last year for which we currently have data-the rate had fallen below 10%. In 1950, 63% of the world lived in extreme poverty in 1981 it was still 42%. In general terms, living conditions have improved for the majority of the world’s population. In the future, observing internet culture and scouting for nascent talent will be a critical part of every marketing department's responsibilities. Often, that means transcending geographic borders. To remain relevant, brands need to identify, support and partner with the next generation of creators. It’s no longer enough to sign a famous celebrity to shoot a highly polished TV spot. Therefore, companies need to rethink their partnership strategy. In this increasingly fragmented media landscape, no single entity wields the power to control the narrative. At the same time, new media platforms like TikTok, Twitch and YouTube have democratized content creation.
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