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                 MARKETING HOW DO WE FEEL ABOUT THE DECADE AHEAD? We closed the past decade asking the Prime Minister, ‘Where the bloody hell are you?’, and in my new book, Australia 2030: Where the bloody hell are we?, I explore what lies ahead of us at the end of this decade. BTy Rocky Scopelliti. his Australian-first book is based on a ground-breaking study of more than 673 Australian professionals, including 170 CEOs and board directors, and their attitudes towards the decade ahead. The study was conducted before and during the eye of the Covid-19 storm. The impact of the droughts and bushfires that ended the past decade left Australians with many unanswered questions and concerns about the future. Then the Covid-19 crisis hit and a world of accelerated change was thrust upon us. How we adapt will be the test of our wisdom, and what will define the society we’ll become in 2030. In Australia 2030: Where the bloody hell are we?, I asked Australian professionals the central questions we’re all searching answers for: what do we believe, and whom and what do we trust? What issues do we believe will impact the world and Australia? Will millennials be good leaders? How do we feel about Asia and China? What are our concerns about jobs and the workplace? Which technological road do we take? And what’s on the other side, anyway? Some of the significant findings of the Australia 2030 research include: • 60 per cent of surveyed Australian professionals believe we’ll trust technology more than institutions such as the government over the coming 10 years. Furthermore, 31 per cent would trust decisions made by robot intelligence on their behalf. • With trust in the government at an all- time low, Australian professionals are more likely to trust academics, scientists, experts, other institutes, and technology. This was cited by 79 per cent of respondents during March at the start of the Covid-19 crisis, a level double that found before the virus hit Australia. • While 89 per cent of CEOs are positive about technological and scientific developments over the coming decade, 78 per cent aren’t confident that government has effective plans for economic, technological, social and cultural transformation over the coming decade. Additionally, during the Covid-19 period, 88 per cent of respondents expressed concern that Australia won’t be investing enough in technological, scientific and skills development compared with other countries over the coming 10 years. • An overwhelming 52 per cent of respondents believe that millennials will be better transformational leaders of organisations, politics and religious institutions for this decade. • 76 per cent of CEOs are either unsure or disagree the world would be better led by Asia, compared with the past decade of European and US leadership. • Based on the findings, I conclude the book by making 37 predictions that will collectively define Australia over the coming decade. These predictions include: • The digital world will become more immersive, decentralised and distributed. Data will become hypercritical. Governments will  62 RETAIL WORLD JAN/FEB, 2021 


































































































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