Is your business ready for the great unravelling? The death of ownership, algorithmic bosses, and the Gig economy tsunami
Forget gradual changes; we are witnessing a paradigm shift in the marketplace. The subscription models and subscription economy, the algorithmic boss, and the gig economy are three forces amalgamating to change the way we work, consume, and even describe success. It is now a fast track to becoming irrelevant to ignore such transformations.
1. The death of ownership, the rise of access: are you selling a product or a lifestyle?
Today, consumers want access and not an ownership. We have moved from an era of owning a collection of CDs and DVDs, for example, to having a plethora of subscriptions and cloud-based software, such as Netflix, Spotify, and Amazon, and car-sharing services like Uber, Bolt, and Grab, to name but a few. Companies are rolling out subscription models everywhere. This transformation is occurring not only in entertainment or tech but also in fitness, and home goods.
Recent data from the Subscription Trade Association (SUBTA) predicts that the subscription economy will reach a whopping market size of $1.5 trillion by 2025, making it much larger than traditional retail formats.
The challenge: how do you create long-term value when customers can switch providers with one click? The answer is creating sticky experiences, building great communities, and providing ongoing value that justifies every payment they make. You are no longer just selling a product; you are selling access to an enhanced version of your customers’ lives.
2. The algorithmic boss: can AI be a fair and effective manager?
Performance reviews that are subjective? That’s so twentieth century. Efficiency and facts govern the algorithmic boss. AI systems like PandoLogic and HireVue now automate the recruitment process, and IBM Watson’s AI tools help evaluate employee performance.
But the scope extends way beyond mere hiring. AI management systems are deciding who to promote, who to pay a bonus to, and even who needs to be let go! The concern that’s been lingering for some time is whether algorithmic biases are being adequately managed by human counterparts. The AI Now Institute’s 2019 report cites AI systems used in hiring and workplace management could reinforce existing bias, potentially leading to discrimination in hiring and employee evaluations.
This presents an ethical dilemma and the questions to be answered are whether AI can be truly unbiased and, what happens to creativity, empathy, and the human element of management? Business leaders must answer these questions proactively, promoting full transparency, accountability, and fairness within AI-driven hiring and management processes.
3. The end of jobs: are you ready for a 100% freelance workforce?
Platforms such as Upwork, Fiverr, and Freelancers.com combined with AI-powered client-worker matching are driving gig work, making freelancer talent accessible globally. Businesses, no matter their location can now be linked to a large network of freelancers who offer flexibility and specialised skills. The global gig economy is valued at close to $455 billion as of 2025. In the UK, approximately 15% of the workforce now identifies as self-employed or freelance. This jump in freelancing indicates a serious change in employment trends and is forcing companies to rethink their workforce strategies.
The Culture Conundrum: How do you bind together a cohesive company culture when your workforce is dissipated and shapeshifting constantly? How do quality assurance and consistent messaging get a hold when the talent is transient? Traditional models of benefits, training, and employee loyalty are fading away. Instead, clear communication, temporary work teams, and a community of globally scattered workers are taking centre stage.
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The Bottom Line:
These three forces are not trends; they are tectonic shifts that require radical rethinking. Companies that adapt, evolve, and embrace this great unravelling will be the ones that will build the future.
