Labor market, digitalization of the economy and sustainable development

Maksimović, Marijana (2022) Labor market, digitalization of the economy and sustainable development. Marketing, 8 (15). pp. 40-49. ISSN 1857-9787

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Abstract

It is evident that people today are witnessing great changes in the world of work, society and the economy. Does the emergence of new forms of work bring pessimism into people's lifestyles or is it actually a platform for new opportunities and greater individualization? Will these new forms of work make a direct contribution to sustainable development in terms of "greening the economy", saving energy and other resources of the planet Earth. The question justifiably arises as to whether digitalisation creates new jobs, more than it closes them. However, there are jobs that cannot be done "online", such as production processes. Digitization began to spread rapidly in the second decade of the 21st century, and the COVID 19 pandemic only accelerated its spread. People's lives and work are already taking place through various applications and platforms, the mobile phone is becoming a real mini-computer, and it can be concluded that the labor market is above all characterized by mobility and flexibility. Developed countries are largely approaching the development of industry strategies in accordance with the trends of digitalization, according to which the business strategies of companies must be harmonized. It has become clear that the world of work is dominated by the knowledge economy, and that the unemployed have less chances to be educated, improved and included in the process of earning income in order to provide income, and thus contribute to reducing inequality in society. Despite all the changes in the labor market, the main marketing orientation of companies still remains customer orientation.

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