Future Jobs to Be Done
Ipsos spins the traditional “Jobs to Be Done” framework forward with future Jobs to Be Done (fJTBD). This builds on the theory that people buy products and services to fulfill certain needs or accomplish specific tasks. For example, we don’t buy an apartment; we hire it to nurture us and our loved ones, give us shelter, and create a space of our own in a busy world.
To bring it into the future, we envision powerful and plausible scenarios through strategic foresight. While many needs are enduring and do not change over time, the context of that job will change along with the potential solutions and alternatives. These scenarios help us define the circumstances in which people may find themselves, like considering whether to stay in a city that depletes our savings or retreat to more suburban pastures that offer less immediate proximity to our communities.
We use fJTBD to tie these scenarios to actions that organizations can take to help people meet future needs. While it’s typical in foresight to create fJTBD clusters, we’re sharing one scenario here as an example.
Help me build meaningful connections and drive change for future generations
In a world where many young adults feel lonely and anxious about the future, there is an opportunity to support them in reshaping the social, political and economic systems that no longer serve us.
Potential fJTBD:
- Help me cultivate real relationships and feel a sense of community, strengthening social ties and minimizing social pressures
- Provide me with resources I need to take care of my physical, emotional, and financial health
- Help me contribute to a more equitable, inclusive and sustainable world so that the next generation inherits a better future
Imagine a world where … social media platforms invest equal amounts in their digital channels as they do on in-person activations.
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