The 2020s - back to humanity

Involve predicts that the 20th century will be the return of humanity. Communication both influences and reflects the society we live in. Climate change, skills shortages, stress issues and never-ending digitalisation are forcing us closer to what actually makes us human.

1. Sustainability at all stages

In 2019, young people around the world held school strikes and demonstrations for the climate. The next ten years will be crucial, and in December the government presented a climate policy action plan declaring that climate change will now be integrated into all relevant policy areas.

Now it's a little do and die

Businesses have benefited from globalisation. Now they are also beginning to recognise their responsibilities. In the 20th century, companies are taking real responsibility, daring to stand up for something fully and working for a higher purpose. Whether or not the will is there, they will be forced to do so by young people, employees and decision-makers. The 20th century is also (hopefully) the decade when industry-wide initiatives on sustainability really take off.

The need for compliance and ethics increases with stricter regulations and legal requirements

Tougher regulations make compliance one of the key focuses of the 20th century. Information security is emerging as a compliance priority, even for companies that previously did not see significant risks in this area. But we believe that companies are going beyond compliance - with people at the centre, ethical issues are taking centre stage throughout the organisation.

2. The new world of work

The new world of work is also characterised by ideas of sustainability. We will need to work longer, and that means working life needs to be sustainable over time. Our views on working hours are changing, and we predict that the 20th century will be the decade in which we will seriously discuss the issue again.

The workplace is more than a place

Businesses need to take a stand on the new office and create conditions for people and life. They are working hard to create workplaces where employees want to go, but also to adapt them to frictionless remote working. Working on corporate culture becomes even more important as the traditional office changes.  

Age is just a number

In December, the Delegation for Senior Workers released a report showing that age discrimination in the labour market occurs from the age of 40. In your 20s, five generations will coexist in the labour market - so companies need to dare to recruit more than "young talent". Involve sees huge opportunities for companies that maximise the diversity of skills that the generational mix brings.  

All focus on the people

With the recession looming and skills shortages continuing, the pressure on companies is increasing. We expect internal employer branding to emerge as a key focus for companies. Learning, continuous development, and a focus on creating a good corporate culture will be key for companies. HR is being fully transformed and given its rightful, strategic role in addressing companies' most pressing challenges.

3. The next level of learning

Jobs are changing and the tasks are changing with them. For employees, this requires increased interaction with technology and machines, and cross-functional work that requires both broad knowledge and excellence. The ability to solve complex problems, question established thinking and a high degree of creativity are essential skills in the 20th century.

The interpersonal encounter

In the 20th century, we foresee learning taking place more and more in interpersonal encounters and 'learning by doing' emerging as the obvious route to new knowledge - along with tailored learning adapted to the needs of each employee. The role of companies will be to facilitate learning by developing, prioritising and providing the right tools. It creates opportunities for 'sharing best practice' and it allows people to work together, not just at the same time.

4. Internal communication is (finally) becoming an important strategic tool

Internal communication has long been overshadowed by external communication. In the light of all the challenges facing society and businesses, internal communication will become one of the most important tools for companies.

The distinction between internal and external communication is blurred

We can see a real breakthrough in strategic internal communications, and we believe that 2020 will be the start of companies seriously exploiting its potential. It's about recognising the opportunities of streamlining amid information overload, managing myriad social channels, strengthening collaboration and enabling flexible ways of working. Using internal communications as a strategic tool can unlock people's potential - boosting innovation and adding business value.

The human leader

Perhaps it is precisely in leadership that we will see the clearest 'return' to the human. Opening up forums within the company to take in opinions, to take in input on a broad front in the interpretation of data, among other things, becomes all the more important. AI already has a widespread role in companies. But what an AI cannot do (yet) is to question, engage and motivate through face-to-face interaction.

Withholding information internally to maintain power becomes a risk for companies, as the sharing of knowledge and skills is crucial for their competitiveness. Corporate culture must support open discussion, conflicting views and create psychological security - leadership has a key role to play here.

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