Changes in modern society are drastically reshaping our social and commercial landscape. What role does hospitality have to play in the new world?
Over the last few hundred years our society has advanced in dramatic ways. The industrial revolution, from 1760 to 1840, broadly increased the number of career opportunities open to an individual. From traditional (and often passed down within the family) trades an individual could now apply themselves to a wide variety of tasks, aided by machinery which reduced the level of specialised skill required. Increasing globalisation, diversity of businesses, and mass production of goods also opened up new niches in marketing, sales, and other professional specialisations that really hadn’t existed before.
With the technology revolution, we had unprecedented access to global trade, stock markets, fast and big data, customer insights, and process efficiency through word processing, email, and centralised digital filing.
The automation revolution takes things a step further. Speculation abounds that humans may be replaced by robots in all jobs that don’t require either a human-contact or creative element.[1] We have reached the stage where computers can automatically perform word processing, system checking, data entry, and accounting tasks, and even create basic marketing copy without human input. However, computers of course follow an algorithm, reacting to a pre-programmed and assumed set of variables, and it is this factor that divides speculators into two camps – those who assume problem solving will always be the domain of humans[2] , and those who believe that artificial intelligence could one day learn to solve problems and think creatively in an organic manner[3] .
While the industrial revolution took 80 years, the automation revolution could be complete in as little as 15. Such sudden change could see a surge in unemployment, a widening of class pay disparity, and the potential for economic crash – or boom. Following the industrial revolution we saw increased class divides, devaluation of previously valued skills, and enormous unemployment rates – followed by unprecedented broad-scale improvements in quality of living and a plethora of material objects on which to spend our incomes.
If automation leads to even greater efficiencies than technology has allowed us, reducing costly human labour in many fields, there is an opportunity for greater profitability, increased remuneration for those remaining in essential roles, and greater discretionary spend on other areas – for example, the non-negotiable human-element services, such as hospitality.
We can hope to see a world in which human-labour roles are more highly valued, once repetitive menial tasks have been allocated to robots and automated machinery. There is a great opportunity for the hospitality and food industries to refocus social appreciation on the true labour and environmental costs of production and raise prices to a fair level that allows for sustainable local sourcing, and for investment in training and retention for the human asset, such as we see in other industries currently. As an industry which holds a great power over people’s emotions and desires; for pleasure, for social standing, for perception of cosmopolitanism – hospitality can take an active role in shaping what our society values as automation and technology take over in other areas.
Firstly, by continuing to provide quality products and educating the public on sustainability issues, local produce, flavour profiles associated with quality, and so forth, the booming foodie trend and the perceived value of food can continue to appreciate (how many people are willing to pay a little extra these days for free range eggs, or for artisan pastries?).
Secondly, it is essential to provide an attractive pathway with ongoing training, retention incentives, positive work place cultures and clear opportunities for progression. In this way the industry can reinvigorate the belief that hospitality is a viable and attractive career, rather than a temporary option whilst studying for a corporate office based position, and attract more top quality people back as the doors to other pathways close.
Has your business considered future proofing, or fresh talent attraction, in the context of rapid technological advancement? We’d love to hear your thoughts. Please email communications@pinnaclepeople.com.au
[1]http://techcrunch.com/2016/04/21/the-automation-revolution-and-the-rise-of-the-creative-economy/
[2]http://www.newstatesman.com/economics/2013/07/new-industrial-revolution-time-its-different
[3]http://www.theguardian.com/sustainable-business/2016/feb/17/automation-may-mean-a-post-work-society-but-we-shouldnt-be-afraid