Norwegian consumers don’t want the future to be a rat race

The magazine A Magasinet from the newspaper Aftenposten (The Evening Post) is asking: – Millions of jobs will soon disappear. What are we going to be doing in the future?
The article references the World Economic Forum’s prediction from this summer that 81 million jobs probably will disappear within the next few years and the list of 100 jobs of the future developed by researchers at Deakin and Griffith University in Australia. The list includes (drone) swarm artist, ethical hacker and genetics coach.

The journalists interviewed several people on the subject, including Imagine project leader Nina Heidenstrøm. For the interview, she delved into the stories collected on to say something about the future of work:

“The cliché has taught us: nobody can predict the future. But it is nevertheless possible to fantasise and imagine. Humans always have.

What do you see then? Food on tubes? Robot take-overs? Flying cars? That we will live on a strange planet? Then you’re not alone.

– These classic future images are strikingly constant. They are reproduced over and over again, says Nina Heidenstrøm, senior researcher at Consumption Research Norway SIFO, OsloMet.

She leads the research project Imagine, where the goal is to engage people in active reflection about how they imagine the future. The project will result in an exhibition next year. According to Heidenstrøm, many people speak of hope and dreams of a slow life. The ambition is not to be part of the rat race. Many people like the thought of both 6-hour work days and four-day work weeks.

– The decidedly most dominating fear is that life will be tougher economically and that one will have to work more.”

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