This document discusses trends that will shape the future of work. It begins by introducing Fernando Rivero, a consultant and professor with experience in marketing and digital transformation. It then outlines ditrendia's services in digital marketing and keeping up with consumer and industry changes. The document focuses on several key trends: automation and robotics, an aging population, fragmentation of work, and the future of work. For each trend, it provides data and statistics on the current situation and expected impacts. These include increased automation, people working past 65, more freelancing and need for ongoing training, and collaboration between people and machines. The technology, business models, and skills needed in the future are also discussed.

1. ditrendia.es >> @ditrendia
Tendencias
que van a marcar
el futuro del trabajo
#exploremoslavidajuntos
www.ditrendia.es

2. ditrendia.es >> @ditrendia
 @Fernando_Rivero
 20 años de experiencia como consultor especializado en
las áreas de Marketing y Digital y más de 10 años de
experiencia como profesor, formador y ponente
 Consejero de la Asociación de Marketing de España
Junta Directiva del Club de Marketing de Esade Alumni
Director del Observatorio de la Blogosfera de Marketing
 CEO de ditrendia

3. ditrendia.es >> @ditrendia
Conocer qué hacer
en el entorno digital,
mobile y el 2.0, con
un enfoque omnicanal
Captar, fidelizar,
cualificar, conocer,…
a tus clientes y
mejorar su experiencia
Estar al tanto de las
tendencias y cambios
de los consumidores
y del entorno
Te ayudamos en la digitalización de tu marketing

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Tendencias

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Automatización y
robotización

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Global market size for surgical robots in 2016, 2017, and a forecast for 2025
(in billion U.S. dollars)
Note: Worldwide; as of 2018
Source: BIS Research; ID 877720
4,5
5,1
12,6
0
2
4
6
8
10
12
14
2016 2017 2025
MarketsizeinbillionU.S.dollars

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Envejecimiento de
la población

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1: Number of children that would be born to a woman if she were to live to the end of her childbearing yearsand bear children in accordance with age-specific fertility rates of the specified year
2: Number of years a newborn infant would live if prevailing patterns of mortality at the time of its birth were to stay the same throughout its life
Source: World Bank World Development Indicators 2017
Life expectancy at 83.4 was higher, while fertility rate
at 1.4 was lower than the regional average
85
80
75
0
0.00 1.25 1.30 1.35 1.40 1.45 1.50 1.55 1.60 1.65 1.70 1.75 1.80 1.85 1.90 1.95 2.00 2.05 2.10
Fertility rate
United States
Canada
Macedonia
Moldova
Georgia
BelarusAr
Azerbaijan
Spain
Slovenia
Regional
Russia
Serbia
Romania
Portugal
Poland Slovakia
Norway
Albania
Montenegro
Lithuania
menia Latvia
Italy
Malta
Cyprus
United Kingdom Sweden
Hungary
Bosnia and Herzegovina
Greece
France
Netherlands
Finland
Germany
Czech Republic
Croatia
Estonia
Bulgaria
Ukraine
average Denmark Belgium
Switzerland
Luxembourg
Austria
Turkey
Iceland
Ireland
Total fertility rate1 and life expectancy at birth2 with population size in Europe & North America in2015
Life expectancy at birth in years Regional average 50 million people
90

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1: Estimates based on the World Bank's total population and age/sex distributions of the United Nations Population Division's World Population
Prospects
Source: World Bank Health Nutrition and Population Statistics2017
80+
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
Agegroup
0-4
2,000 1,500 1,000 500 0
Population by sex and age group1 in thousands in 2016
Male
0 500 1,000 1,500 2,000
Female
Low birth rate and death rate combined with long life
expectancy increasing dependency ratio

16. ditrendia.es >> @ditrendiaSource: OECD calculations based on OECD “Metropolitan areas”, OECD Regional Statistics (database), http://dx.doi.org/10.1787/data-00531-en
Annual growth rate of older (65+) and total populations
in selected OECD metropolitan areas, 2001-11

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La fragmentación
del trabajo

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Number of self-employed taxpayers in Spain as of third quarter of 2018, by type of
economic sector (in 1,000s)
Note: Spain; Q3 2018
Source: SEPE; ID 947219
450,4
230
218,4
179,1
171,8
150,2
143,3
85,6
78,7
74,3
0 50 100 150 200 250 300 350 400 450 500
Wholesale and retail trade: vehicle repairs
Agriculture, farming, livestock husbandry, forestry, fishing
Construction
Hospitality
Scientific and technical professional activities
Other services
Transportation and storage
Manufacturing industry
Healtcare and social service activities
Administrative and contracting activities
Number of freelancers in thousands

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Number of self-employed taxpayers in Spain as of third quarter of 2018,
by monthly salary basis (in 1,000s)
Note: Spain; Q3 2018
Source(s): SEPE; ID 947212
1.710,4
122,8
63 81,1
14,4
0
200
400
600
800
1000
1200
1400
1600
1800
Minimum basis* Between minimum basis and1.5
minimum basis
Between 1.5 minimum basis and 2
minimum basis
Between 2 minimum basis and 3
minimum basis
Over 3 minimum basis
Numberoffreelancersinthousands

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Futuro

25. ditrendia.es >> @ditrendia32 1: Medium fertility variant assumes total fertility to converge eventually toward a level of 1.85 children per woman
Source: United Nations Department of Economic and Social Affairs Population Division 2017) World Population Prospects The 2017 Revision DVDEdition
Population projected to reach 36.4 million by 2100
38,149
39,843 38,858
41,025 -21.6%
37,667 37,274 36,860 36,378
2015 2020 2025 2030 2035 2040 2045 2050 2055 2060 2065 2070 2075 2080 2085 2090 2095 2100
Population projection1 in thousands
46,398 46,459 46,307 46,115 45,861 45,539 45,080 44,395
43,437
42,272

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Fuente: INE: Proyecciones de tasas de actividad por grupos de edad y sexo. 2016-2029
Población activa de 16 o más años. Total nacional

27. ditrendia.es >> @ditrendiaSource: Moody’s Investors Service, UN data, Map: CNN Money
Super-Aged Countries

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Automatización y
robotización
Envejecimiento de la
población
Fragmentación del
trabajo
Todo lo que se pueda
digitalizar, se digitalizará
Continuar
trabajando tras los
65 años
Necesario generar ingresos
complementarios
Todo lo que se pueda
automatizar, se automatizará
Habrás más emprendedores y autónomos
Colaboración entre personas y máquinas Necesario actualizarse continuamente

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TECNOLOGÍA
Inteligencia artificial,
Big Data, IoT, Realidad
mixta…
MODELOS DE NEGOCIO
Economía colaborativa,
entornos ágiles, nuevos
competidores…
PERSONAS
Nuevos trabajos,
nuevas profesiones,
nuevos perfiles…
Redefinir trabajador,
redefinir trabajo,
redefinir horarios,
redefinir formación…
Equipos mixtos:
mayores/jóvenes,
máquinas/personas,
internos/externos
Cambio liderazgo,
cambio cultura, cambio
organizacional

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¡Gracias!
#exploremoslavidajuntos