C. Social Trends
Which came first, the social demand for women to have a career outside
the home or the economic demand for a second income earner to support
a family? The social demand to save dolphins from tuna fishing nets
or a manufacturing idea for selling dolphin-safe nets during a slump
in the fishing net business?
Social trends cannot be overlooked as a major defining force, influencing
changes in the labour market and subsequently changes in employment.
At the same time, it is important to notice how a social trend works
along with other forces such as technology, the economy or demographics
in shaping a labour market trend.
The social trend toward environmental consciousness has put pressure
on almost every industry in terms of skills and technological developments.
There is increasing demand for recycling in large companies and small,
organically grown food products, less packaging and biodegradable garbage.
The social trend toward healthy eating can lead to a decrease in red
meat consumption which affects employment in the beef industry in one
direction and employment in the poultry and soy industries in another
direction.
Abuse of human rights in developing countries that provide cheaper
products for global competition has caused an outcry by socially responsible
citizens. This trend toward ethical purchasing and investing has opened
up a market for fairly traded goods. There are websites to inform the
public about ethical companies for shopping and investing purposes.
Although the aging population in Canada is a demographic phenomenon,
many social trends emerging from it put their stamp on the labour market
and the labour force. The increased value placed on activity and a healthy
lifestyle and the increased desire to provide comfortable care for elderly
parents and relatives, result in a labour market trend - increased demand
for workers to provide products and services such as health clubs, alternative
medicine treatments and high-quality retirement residences and elder-care
facilities.
Much of the work resulting from these trends is based in self-employment,
entrepreneurial opportunities for small businesses and contract work.
Although the increase in this type of work has deep roots in economic
trends, social trends are having a powerful effect on the way this "non-standard"
work unfolds.
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