Change is upon us, driving uncertainty but offering a better future
The world is changing in profound ways. It is affecting everything while reshaping the economic and business operating environment around the world. No one is immune to this change. For businesses it can be a source of incredible opportunity as well as genuine threat.
Demographics, technology and the natural environment are three critical elements that shapes the structural economic backdrop and are central to understanding the business landscape of the future. These are the secular forces igniting a new economy and the hope of a better society.
For three decades before the pandemic, structural change occurred at a slow and steady pace. Demographic trends maintained a consistent direction and exhibited persistent influence.
But that is no longer the case. Structural change is happening across society, be it demographic shifts, technological innovation or environmental concerns. This is creating uncertainty about the future and sparking economic and financial volatility.
And we are just at the start of this process.
The Shifting Economic Landscape: New Complex Problems for Business Leaders to Navigate
Since the recession of the early 1990s, business leaders in Australia were able to concentrate almost exclusively on their business operations: staff, customers, products, and competitors. The external operating environment was favourable. A golden era of economic reform, globalisation and the rise of China’s resource hungry economy provided favourable economic conditions that helped businesses to thrive.
Throughout the 1990s and right up to the global pandemic, Australia’s business leaders did not need to allocate significant time or resources monitoring wider economic developments. The prevailing macroeconomic backdrop provided tailwinds. For business leaders, the main game was ensuring that their operations were humming. It was all about the ‘rider’; the ‘waves’ were fantastic.
“The rider and the wave metaphor serves as a reminder to be constantly aware of the external forces shaping your industry and to be flexible enough to ride these powerful currents toward a successful outcome” – Microsoft Co-Pilot
The ‘rider’ will always be the most important factor in business success, but the ‘wave’ matters more than ever.
While there are many positive features of the emerging economy, the 2020s will be an era of elevated volatility and uncertainty as the economy transitions to a new technological and demographic framework. There will be flurries, some crosswinds and of course the occasional headwind.
The whole world is undergoing profound changes that are not yet fully understood; the scale of these shifts is underestimated. This evolving landscape generates uncertainty and presents new, complex problems for business leaders to factor into their thinking. As a result, operating a business has become more demanding, with the broader economic context now presenting a mix of opportunities, risks and threats for the business leader to manage.