Introducing the 'Era of Empowerment': The evolution of a new workforce


The proliferation of on-demand services, the post-demographic appeal of the wantrepreneur lifestyle, and the automation of jobs are transforming expectations around work. In this edition of our tw:in Twin series - where we pair two members from our worldwide Insight Network to explore how a certain trend is manifesting in different locales - we look at France and Singapore to see how brands and workers are responding to this new freedom being part of this new labor force brings.

For part one we turn to Soraya Ferahtia, a student in France, who looks at this new workforce’s evolution in her local region through the eyes of the ‘intrapreneur’.

The advent of the digital age disrupted our way of seeing the world and ourselves.

We live in a globalized world where we could feel lost. But we do not. Because, the other part of the globe is two clicks away from us: Google maps, Forbes and Wikipédia, make me aware of what is happening in the other side of the planet.

Our era is the era of the awareness of the world, but also the era of empowerment: I am only 24 year old but I am able to yell out powerfully: Twitter, Facebook, allow me to express myself, to find my place in this world, and become a player of it.

Major companies do not really understand these new ways of thinking the world. 80% of French student are looking for companies which suit them in terms of values: new generations want to understand why they are doing what they are asked to do and how useful their company is to the world.

Freelance - Paris

That is, we want to reconnect with our work because our awareness of the world is so important that it is unbearable not to understand how our day-job make us be part of it.

Often, companies do not offer these answers.

In 2015 in the US, the number of freelance was growing more than two times faster than the number of employees. It suggests that people want to be able to express themselves at work as they do in their private life: they want to express their full-potential, to be independent enough not to let a job description limit their creative intelligence.

Impact ‘intrapreneurs’ are drawing the way for major companies. Intrapreneurs chose to reconnect with their purpose, to bring to work who they are as human beings, by working with their guts on projects that really matter to them.

I met an intrapreneur who works for Leroy Merlin, a major furniture company, where he implemented a solution for the brand to give to people in need furniture that can not be sold in the Leroy Merlin’s stores. He convinced his leadership to adopt this new model by proving to them, that after tax-reduction, this solution is more profitable for the company than selling the products to discount stores.


I also met Taciana, who founded Rio+Rio, a startup within NBS, a communication agency. Rio+Rio allows companies to create a dialogue with favela communities by serving the interests of these communities. Recently, it enables girls living in favelas to celebrate their birthday like real princesses, by organizing these amazing birthday with three groups of people that usually do not communicate: a cosmetic brand, police officers and these young girls’ mothers.

Companies should embrace impact intrapreneurship because it is a wise way to start adapting to the evolution of society. It will allow them to attract and retain the best talents by becoming companies where one can find purpose and express themselves.


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