Case study: A day in the life of Heidi in 2030
To bring these predictions to life, let’s imagine a typical day for Heidi in 2030.
De-urbanization: Over breakfast, Heidi and her husband continue to plan their move out of the city. Heidi already works from home 50% of the time and her children study at home 40% of the time. The flat they live in is too small for the lifestyle Heidi wants — and moving out could save them 40% on housing expenses while adding only 10% to the cost of commuting. (These numbers are hypothetical and for illustrative purposes only.)
Training subsidy: Heidi’s first task of the day is an online course, learning to use a new IT system that will improve her skills as an HR professional. In the previous year, her employer tripled its resourcing of online courses. When Heidi has completed her latest course, she will receive a universally recognized certificate that will improve her career prospects.
Smart device: In the afternoon, Heidi takes an online fitness class with her newly purchased smart yoga mat that provides live feedback to her personal trainer.
Online medicine: Afterwards, Heidi uses her new smart ID card (government issue in 2029) to enter an online virtual medical center and consult a doctor about a recent ailment.
Influencer 2.0: Over dinner that evening, Heidi’s son tells her that the voiceover she was recently paid to record for his school via an online platform was used in his listening exam for his English class. While this is a helpful income stream, a bigger source of income for Heidi comes from the artwork she sells at a premium into the Asian market on a platform using a smart 3D camera.
Accelerating societal shifts and the changing nature of work may have significant investment implications:
- The structural trend toward urbanization over recent decades may be challenged or even reversed. In the real estate market, this would potentially create a value shift between urban and rural locations.
- The time and money saved as a result of lifestyle changes would give consumers greater discretionary spending power.
- The increasing need to invest in personal development would likely benefit companies that provide education, upskilling, and reskilling for older segments of the population.
- A large “in-home” economy will likely be formed, particularly through person-to-person or business-to-customer transactions, with the online leisure market and the gig economy continuing to grow. Online security will be ever more critical, meaning digital security providers could be a key beneficiary of this trend.