DI Deloitte Review 27

Future of work
Health care transformed

Connectivity and its potential
Responsible business
Strength in diversity
Issue 27 | July 2020
The essence of
resilient leadership
Business recovery from COVID-19
DELOITTE REVIEW
EXECUTIVE EDITOR CREATIVE

Rod Sides Tushar Barman
Dana Kublin
EDITOR Adamya Manshiva
Junko Kaji
Mark Milward
ART DIRECTION Emily Moreano

Sylvia Yoon Chang Sanaa Saifi
Matt Lennert Kevin Weier
Sonya Vasilieff
PRODUCTION
LEAD DESIGNER Preetha Devan
Molly Woodworth
AUDIENCE DEVELOPMENT
INTERACTIVE DESIGN Alexandra Kawecki
Joanie Pearson
DELOITTE INSIGHTS
AMERICAS AUDIENCE DEVELOPMENT

Lead: Amy Bergstrom
EDITORIAL
Lead: Junko Kaji Ankana Chakraborty
Rupesh Bhat Nikita Garia
Matthew Budman Alexandra Kawecki
Karen Edelman Hannah Rapp
Nairita Gangopadhyay Madison Shannon
Abrar Khan Anup Sharma
Ramani Moses
MULTIMEDIA
Aditi Rao
Sarah Jersild
Kavita Saini
Prakriti Singhania STAKEHOLDER ENGAGEMENT
Rithu Thomas David Scholes
PRODUCTION EUROPE, MIDDLE EAST, AND AFRICA

Lead: Blythe Hurley
Lead: Kate McCarthy
Hannah Bachman
Maria Martin Cirujano
Sayanika Bordoloi
Louis McLean
Preetha Devan
Mark Milward
Aparna Prusty
Sara Sikora
CONT A C T
Email: [email protected]
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I S S U E 2 7, J U LY 2 0 2 0
DEPARTMENTS
4 6 208
Leader On the Web The end note
Thomas Schiller on Explore highlights from Michael Kearney on
opportunity and our website. managing low-probability,
innovation in a time of high-impact risks.
pandemic.
IN BRIEF
Short takes from our longer content
24 Getting decision rights right 124 Marine plastic pollution
60 Digital health technology 152 The future of fresh
94 The realist’s guide to quantum 178 Order from chaos

technology and national security
www.deloitte.com/deloitte-review
ARTICLES
SPECIAL FOCUS: Future Health care
COVID-19 of work transformed
8 26
Superminds,
62
Patient
THE ESSENCE not substitutes
James Guszcza and Jeff Schwartz
engagement 2.0
Mark Lush, Christopher Zant,
OF RESILIENT With a note by Joe Ucuzoglu, CEO,
Deloitte US
Sherilyn Notte Tuthill,
and Alicia Saddock
LEADERSHIP Realizing the full potential of

artificial intelligence in the future
The life sciences industry is
moving beyond core patient
of work will require graduating services to the next generation
PUNIT RENJEN from an “automation” view to of engagement platforms that
a “design” view of the creation of seamlessly span the entire patient
hybrid human-machine systems. life cycle to help improve health
outcomes.
42 78
Opportunity
marketplaces Narrowing the rural-
Michael Schrage, Jeff Schwartz, urban health divide
Robin Jones, David Kiron, Alex Schulte, Melissa Majerol,
and Natasha Buckley and Jessica Nadler
Learn how opportunity There is growing evidence that

marketplaces could be used virtual health can be a cost-
to connect people, skills effective and powerful tool to
development, and work in improve rural health care. Here’s
powerful ways, maximizing how health care providers can
value for both organizations get started and how government
and individuals. agencies can help.
Connectivity Responsible Strength
and its potential business in diversity
96 126 154
Implementing the The sustainability Within reach?
smart factory transformation Alison Rogish, Stacy Sandler,
Stephen Laaper, Ben Dollar, Mark Sarah Kerrigan and Neda Shemluck, Patty Danielecki,
Cotteleer, and Brenna Sniderman Duleesha Kulasooriya and Tiffany Ramsay
For manufacturers looking Pressures toward sustainability Despite their efforts, many
to implement a smart factory, are reaching a tipping point. How financial firms have yet to
considering lessons from those can businesses accelerate their achieve a greater representation
who have done it can provide sustainability transformations of women leaders. This article
direction and pave the way to to find new opportunities and offers a roadmap for cultivating
greater value. avenues for growth? more female executives to lead
the industry forward.
108 140 166

Private 5G networks Measuring the
Paving diverse paths to
Paul Lee, Mark Casey, business value of
technology leadership
and Craig Wigginton corporate social impact
Anjali Shaikh, Kristi Lamar,
5G’s new standards for enterprise Rhonda Evans and Tony Siesfeld and Ranjit Bawa
will open the floodgates to a
host of previously infeasible How much is corporate social Do IT organizations only want to
applications, allowing for impact worth? Today, improved hire technologists? Think again.
industrial-scale internet-of-things measurement techniques IT organizations are becoming
networks in factories, warehouses, and data analytics can enable more diverse in their hiring—
ports, and more. companies to better understand in fact, they seem to proactively
the business value of their social look for and recruit those who,
impact efforts, helping them to through their strategic thinking
better allocate resources and and intellectual curiosity, are
make strategic decisions. able to bring a fresh perspective
to the table.
4
LEADER
Opportunity and innovation in a time of pandemic
A
LTHOUGH THE AGONY is always different, most major crises inflict
significant economic damage and can tear the fabric of society—but they
also inspire innovation.
The COVID-19 pandemic has dramatically altered the way we live. While many
aspects will prove temporary, there can be no doubt that we will find our world has
changed in fundamental ways once the threat recedes.
Yet, although economists cannot revise down their 2020 GDP forecasts fast
enough to keep pace with developments, not all is doom and gloom. The axiom of
THOMAS SCHILLER opportunity in crisis remains as true as ever. History has repeatedly shown that
Managing partner,
Clients & Industries,
crises drive innovation. Whether technical, scientific, or developments relating to
Deloitte Germany business models or societal institutions, such innovations all have one feature in
common: They solve problems.
We are, for example, seeing how COVID-19 is fast-tracking digital transformation. In response to restrictions
imposed to slow the spread of the virus, companies are embracing digitalization at rates far exceeding those
achieved by all previous corporate investment and government programs.
While the logic behind digitalization remains the same as in the past, three reasons come to mind behind
this energized uptake:
• Demand is driven by customer need. When there is no alternative to online services, customers often
focus on solutions that maintain some semblance of business normality—and readily adopt them even if
they are still evolving.
5
• Supply capabilities are being pushed, so corporations are laser-focused and acting fast. Side issues are
deprioritized, enabling companies to suddenly function far more efficiently as bureaucracy is eliminated.
• Regulatory bodies are creating encouraging framing conditions. Governments are intervening through
laws, regulations, and support programs that prioritize crisis response. These are largely accepted by
everybody, as the overall benefit to society is placed before individual considerations.
We can be confident that the health issues brought on by COVID-19 will inspire innovations in many fields,
including new drugs and medical devices, improved health care processes, and manufacturing and supply
chain breakthroughs. And the development of innovations will not only be restricted to these
obvious beneficiaries.
Consider the industry in which I have spent my own career: the automotive industry and its sales process.
The days of having a coffee and a chat on fancy leather couches at local brick-and-mortar dealerships are
gone. Instead, many customers accept—even demand—a multichannel sales and service interaction approach.
Automotive original equipment manufacturers (OEMs) are realizing that they cannot wait another decade to
enable this journey. As financial pressures mount, the urgency for transforming automotive sales networks
grows ever more apparent.
This issue of Deloitte Review aims to provoke thinking on how such technological developments change our
society and how, in turn, changes in society demand new technologies. The coronavirus may be the current
accelerant, but it is also important to reflect on what the next driver may be, what new regulations might
come out of it, and how the resulting innovations will likely become important for your business. •
TIMELY INSIGHTS TO INFORM YOUR AGENDA
Stay up to date on the issues of the day with our
Daily Executive Briefing. Updated every weekday,
the briefing offers fresh perspectives, our most
recent research and insights, and content
from Deloitte’s C-suite journals, produced in
conjunction with The Wall Street Journal.
www.deloitte.com/insights/daily
EMBEDDING TRUST INTO COVID-19 RECOVERY

As resilient leaders seek to shepherd their
organizations and stakeholders through the
COVID-19 crisis, trust—specifically, four dimensions
of trust—will be critical to the recovery.
www.deloitte.com/insights/embedding-trust
2020 CHIEF STRATEGY OFFICER SURVEY

Despite ambiguities around their role, CSOs are
uniquely positioned to see around the corner, help
their organizations navigate uncertainty, and position
their businesses for long-term success. It’s time for
CSOs to rise to the occasion.
www.deloitte.com/insights/CSO-survey
Now available on www.deloitte.com/insights
RETURNING TO WORK IN THE FUTURE OF WORK

As the COVID-19 pandemic drives profound
societal and organizational shifts, leaders have
the opportunity to return to work by designing
the future of work, building on the lessons and
practices their organizations executed during
the crisis.
www.deloitte.com/insights/COVID-19-work
RANSOMING GOVERNMENT
As malware attacks increasingly hold various
governments ransom over critical data, to pay or not
to pay can become an impossible dilemma. Learn
the simple steps government can take to secure IT
infrastructure and avoid this dilemma.
www.deloitte.com/insights/ransoming-government
DELOITTE STATE OF THE CONSUMER TRACKER

As consumers grapple with the unprecedented
disruption to their lifestyles in 2020, how are they
altering their behavior to address the changing needs
of their new normal? Explore our interactive tracker to
understand consumer concerns, global anxiety, and
what it means for recovery.
www.deloitte.com/insights/consumer-pulse
8 SPECIAL FOCUS: COVID-19
The essence of resilient leadership 9
SPECIAL FOCUS: COVID-19
The essence of
resilient leadership
BUSINESS RECOVERY FROM COVID-19
PUNIT RENJEN
A RT B Y A L E X N AB AU M
W hereas organizations used to describe agile change as “fixing the plane

while it flies,” the COVID-19 pandemic has rewritten the rules of upheaval
in modern times. Those of us leading any organization—from corporations to
institutions to our own families—are not fixing the plane in midair, we’re building
it. Times like these need leaders who are resilient in the face of such dramatic
uncertainties.
Resilience is a way of being has transformed, having built the attitudes, beliefs,
agility, and structures into its DNA that enable it to
The first article in this series1 described the not just recover to where it was, but catapult
essential foundations leaders need in order forward—quickly.
to effectively navigate through the crisis.
Resilient leaders are defined first by five
essential qualities of who they are, and
“The historic challenge for leaders
then by what they do across three critical is to manage the crisis while
time frames: Respond, Recover,
and Thrive.
building the future.”
— Henry Kissinger2
As we progress into the Recover phase of

the crisis, resilient leaders recognize and reinforce The mindset shift:
critical shifts from a “today” to a “tomorrow” From today to tomorrow
mindset for their teams. They perceive how major
COVID-19–related market and societal shifts have For many of us as leaders in the early days of the
caused substantial uncertainties that need to be COVID-19 crisis, the days started to blend together.
navigated—and seized as an opportunity to grow In fact, some have said that the COVID-19 world
and change. Amid these uncertainties, resilient has only three days in the week: yesterday, today,
leadership requires even greater followership, and tomorrow. In that spirit, resilient leaders need
which must be nurtured and catalyzed by building to shift the mindset of their teams from “today” to
greater trust. And resilient leaders start by “tomorrow,” which involves several changes that
anticipating what success looks like at the end of have important implications for the path to
recovery—how their business will thrive in the long recovery. Specifically, as shown in figure 1:
term—and then guide their teams to develop an
outcomes-based set of agile sprints to get there. • The situation shifts from the unpredictability
and frenetic activity of the early Respond period
Resilience is not a destination; it is a way of being. to a more settled, though still uncomfortable,
A “resilient organization” is not one that is simply sense of uncertainty (an “interim” normal). The
able to return to where it left off before the crisis. implication: The situation invites leaders to
Rather, the truly resilient organization is one that envision the destination at the end of Recover.
• The focus of leadership expands from a very • Planning shifts from short-term contingency
inward (and entirely appropriate) focus on planning to mid- and long-term economic and
employee safety and operational continuity to scenario planning to understand the related
also include embracing a return to a market- impacts on operations, employees, financing,
facing posture. The implication: Leaders should and so forth. The implication: It is critical to
envision the destination in terms of desired model the alignment of financial resources to
stakeholder outcomes, not internal processes. the cash required to ramp-up operations.
• Management goals shift from managing the • Leadership attitude shifts from a primarily
crisis—keeping the organization functioning— reactive mode to anticipating how to reinvent
to managing the transition back to a restored the organization. The implication: Leaders
future. The implication: The Recover project should seize the opportunity to energize their
management office may need a different skill teams by imagining a successful future and
set than the Respond project management office. embracing trust as the catalyst to get there.
FIGURE 1
Resilient leaders must understand the mindset shift from Respond to Recover
FROM RESPOND TO RECOVER
Situation Unpredictable “Interim” normal
IMPLICATION: Start by defining the destination at the end of Recover
Focus Inward-looking Market-facing
IMPLICATION: Articulate the destination as stakeholder outcomes
Management Crisis management Program management
IMPLICATION: The Recover PMO may need a different skill set
Planning Contingency planning Scenario planning
IMPLICATION: Model to align financial resources to the ramp-up of operations
Attitude Reacting Reinventing
IMPLICATION: Opportunity to energize team by imagining successful future and embracing

trust as the catalyst
Source: Deloitte analysis.

Deloitte Insights | deloitte.com/insights
The only certainty is … business doing government (such as by instituting

uncertainty employee stay-at-home orders before local
authorities) and government doing
business (such as by providing material
“The recovery from the COVID-19 financial support in exchange for equity),
crisis must lead to a different while nongovernmental organizations

(NGOs) and other agencies are doing both
economy.” (such as the World Health Organization
— António Guterres, ninth secretary-general of the shipping more than 2 million units of
United Nations3 personal protective equipment to 133
countries).4 Concurrently, public-private
The substantial shifts in society, its institutions, partnerships (such as the US National Institutes
and its individuals during the crisis have of Health teaming with American and European
introduced major uncertainties into our familiar government agencies and over a dozen biopharm-
structures. Assumptions about what is true and aceutical companies to coordinate an inter-
stable—for example, the freedom to move national research response to the pandemic)5
unrestricted in free societies—have been upended. herald a new form of cooperation that blurs
These shifts have resulted in macro-level changes traditional public/private boundaries, and may
in and uncertainties about the underpinnings of presage greater collaboration between
business and society that resilient leaders government and business.
must navigate:
Unpredictability in financing sources and
Changes in the social contract. Societal uses and in capital markets. The pandemic has
expectations of corporations are being reframed to sent financial shock waves through economies,
ensure the viability of all stakeholders. The implicit sectors, governments, financial institutions,
contract between businesses and their stakeholders treasurer’s offices, restaurants, nonprofits, and
has always been based on accepted—and generally purses. The sources and uses of cash and the
unspoken—assumptions about “the way things are.” movement of liquidity during the crisis have been
But the way things are has changed, and that unpredictable. Leaders will need to plan for wide
contract is being rewritten. For example, in the variations in their financial position and needs,
implicit “future of work” contract, remote work all of which are dependent on the disease’s pro-
may be both more productive for the organization gression, the level of government stimulus, and
and more desirable for employees. Further, there the pace of economic recovery.6 They will also need
are new considerations around work/life balance, to evaluate their ability to handle a potential
job fluidity, and employee well-being gaining mounting debt burden and the impact this will
prominence in ways that suggest these factors are have on government and financial institutions.
reshaping a new standard for how, where, and
when we work. Permanence of customer behavior changes.
The crisis has already had a profound impact on
Changes in the roles and rules of customer behavior. As China’s markets reopened,
institutions. As the crisis unfolds, we find a segment of consumers who visited physical stores
was reluctant to touch anything.7 Consumer uncharted waters of the COVID-19 crisis, leaders
research by Nielsen asserts that, after the crisis, should expect a significant increase in the number
people’s daily routines will be altered by a new of “unknown unknowns”11—or at least a precipitous
cautiousness about health,8 suggesting that some contraction of confidence in what we once knew to
shifts in behavior could be long-term. The be true. We have gone from a world of widely
significant increase in home deliveries has even agreed-upon absolutes to a relative world where
increased the influence on behavior of an emerging our feet are firmly planted in midair.
player in the value chain: the independent delivery
company. Leaders will need to anticipate whether Yet we also see new business models emerging
and how the pandemic has permanently altered amid these uncertainties. An e-commerce supplier
behaviors, experiences, expectations, and the role in Asia-Pacific opened up its logistics capabilities
of digital engagement. to third parties;12 a major telecom company
transitioned a large-scale tech transformation
Expectations for physical, emotional, to 100 percent virtual delivery;13 the strategic
financial, and digital safety. Recovery will partners of a technology firm stood up a temp-
create anxiety among stakeholders as the post- orary finance function within days to provide
COVID world takes shape. Understanding the fears critical services despite a pandemic-imposed
that stakeholders are grappling with—and how hiring freeze;14 and dozens of hospitals in China
their expectations for safety and security have opened online fever clinics via a digital platform to
changed, perhaps permanently—will be critical for meet the exponential growth in demand for online
leaders as they seek to restore confidence and chart health consultations.15
a new path forward. It remains to be seen how the
four “epidemics” researchers have identified—
COVID-19 itself, fear of the virus, fear about the Trust as a catalyst of recovery
economy, and even fear of the ultimate vaccine—
will ultimately be resolved.9 During the Recover phase, resilient leaders need to
inspire their teams to navigate
“To get the world back on track through these significant COVID-
related uncertainties. But great
requires controlling all four horsemen leadership requires even greater
of the COVID-19 apocalypse—which followership—and followership is

nurtured by trust. Indeed, many
makes the response far more leaders have built a significant
bank of trust from deftly navigating
complicated.” through the early frenzied,
— Joshua Epstein, professor of epidemiology, New York unpredictable stages of the crisis.
University School of Global Public Health10
Although some may think of trust

Each of these shifts represents a significant area of as an abstract, ethereal concept, it is, in fact, a
uncertainty for leaders as the world heads toward a quite tangible foundation that is essential to
new and yet-to-be-defined equilibrium. Amid the successfully reaffirming a strong relationship with
stakeholders through the recovery. Two attributes among stakeholders along four different
of trust are particularly relevant in this regard. dimensions: physical, emotional, financial, and
digital (figure 2). And trust starts at the human,
First, trust is a tangible exchange of value. It has interpersonal level. COVID-19 has heightened
no value in isolation, but represents value only in stakeholder sensitivity across these four
an interaction with others—for example, customers, dimensions, which offers greater opportunities
suppliers, employees, investors, and team to act to build—or lose—trust. For example, trust
members. Likewise, trust is only built in may be built among employees when leaders
relationships, where a real, genuine give-and-take thoughtfully consider how to reengage the
provides mutual value. Trust is also accretive: workforce in the office (such as by reconfiguring
Invested wisely and prudently, it grows through the space to honor social distancing), or when they
repeated affirming experiences; when invested go to great lengths to preserve as many jobs as
poorly, it rapidly depreciates. Further, research possible rather than just preserving profits.
demonstrates that trust also yields results such as Similarly, trust may be built among customers
economic growth and shareholder value,16 when organizations add extra security measures to
increased innovation,17 greater community protect customer data from cyber threats.
stability,18 and better health outcomes.19
Author Stephen Covey summed up the trust
Second, trust is actionable, and human, along calculus well: “Trust is the glue of life. It’s the most
multiple dimensions. Trust is nurtured and built essential ingredient in effective communication.
FIGURE 2
Trust is human and multidimensional

Resilient leaders understand that recovery is a human experience. In order to shift the mindset
to recovery, they need to understand the four human dimensions of trust.
Physical Resilient leaders

TRUST THAT
YOUR PHYSICAL
consider the following questions:
SPACE IS SAFE. • Which dimensions matter most in
Recover to each of our stakeholders, and
what will matter to them as we shift into
Financial Emotional Thrive?
TRUST THAT TRUST THAT YOUR • Are we communicating our intentions
YOUR FINANCIAL EMOTIONAL AND clearly and transparently to our
CONCERNS ARE SOCIETAL NEEDS stakeholders—even when we don’t have all
BEING SERVED. ARE BEING
the answers?
SAFEGUARDED.
• Can we competently deliver on what we
are promising to our stakeholders?
Digital • How are we monitoring and measuring
TRUST THAT YOUR our progress in addressing stakeholders’
INFORMATION IS needs across the four dimensions of trust?
SECURE.

It’s the foundational principle that holds all 3. Run sprints. Use agile principles to navigate
relationships.” And social impact investor Andy
20
the range of uncertainties—beyond just
Crouch highlights the interplay between trust and epidemiological factors—that the organization
an organization’s recovery efforts: “In order to find must traverse in the journey from its current
our way to the new playbook for the mission and state to the destination.
people that have been entrusted to us, we will need
to act at every moment in ways that build on, and 4. Judge your timing. Carefully sense when it is
build up, trust.” 21
appropriate to pivot to Recover.
Imagine, for instance, the retail unit of a major

Anticipate the destination telecom company. The destination at the end of
recovery might include reopening 50 percent of its
A recovery of this scale and scope hasn’t been retail stores, shifting 50 percent of its customer
accomplished in most of our lifetimes, and it is renewal activity to being Web-based, and
complicated by the complexity of simultaneously consolidating repair activities into central hubs in
navigating rapidly changing governmental metropolitan areas. Its recovery playbook would
mandates, fragile supply networks, nervous team detail the path to desired outcomes for customers
members, and cautious customers. (such as a new, touchless store experience,
enhanced online ordering, and the establishment
Given the market uncertainties, companies that try of repair hubs); employees (such as reopening
to recover by relying on conventional wisdom may stores and retraining workers for new needed
discover that the world they thought they knew is skills); and suppliers (such as replenishing the
no longer there when they arrive. The way in which supply chain to match demand estimates)—with
leaders created plans and playbooks in the past provisions for adjusting those plans as the
may no longer be relevant, especially if those plans company learns more about consumer behavior,
and playbooks focus on either a functional or market needs, and competitive threats.
internal view. Organizations that are successful in
the Recover phase must make clear choices about DEFINE THE DESTINATION
where, how, and when they want to emerge using Defining the destination first and then working
these four moves: backward is an approach that can help leaders
create more aggressive and creative plans.
1. Define the destination. Envision what being Envisioning the leadership team in a position of
wildly successful looks like at the end of success is emotionally enabling, and it frees the
recovery, and determine what immediate steps team from some of the constraints of the present.
can be taken to move quickly and decisively It also disrupts incremental thinking, which often
toward it. hampers creativity.
2. Anticipate outcomes. Ensure that the path Identifying immediate quick wins to move rapidly
to success is defined by stakeholder-focused and decisively toward the destination is important.
outcomes rather than internally focused Many companies find that the crisis has dissolved
functional processes. bureaucratic boundaries, making decision-making
more streamlined and action more responsive to Finally, modeling the financial impact of the
accelerate outcomes. recovery playbook is a critical check and balance.
Does the plan hold up under various economic
Leaders will need to ask key strategic questions scenarios? Does the organization’s projected
when defining the destination (for instance, liquidity enable it to rebuild operations and
“What is most important in creating advantage: working capital commensurate with the plan?
strategy, structure, or size?”). The answers can
suggest a variety of tactics to pursue during ANTICIPATE OUTCOMES
recovery, such as accelerating implementation of We have identified six key macro outcomes that a
pre–COVID-19 strategic options, scaling pilots in recovery playbook should address (figure 3), and
progress, birthing new organic businesses, and several core strategic questions for the C-suite to
even finding deal opportunities among distressed consider in setting scope and direction for the
companies and brands. recovery plan.
A recovery lab can be an excellent way for senior In the first article of this series, we specified six
leadership teams to explore these strategic priority functional areas to be addressed during the
questions. The tangible outcome of such a lab is a Respond phase: command center, workforce and
recovery playbook that has been codesigned (and strategy, business continuity and financing,
therefore owned) by the entire senior management supply chain, customer engagement, and digital
team. Beyond the playbook itself, the intangible enablement. A functional focus was entirely
benefit of doing this is that it encourages the appropriate in the immediacy of the Respond
senior team to mesh around a common goal, phase. However, as noted above, the shift from
purpose, and set of outcomes. Respond to Recover requires a mindset pivot from
an internal, functional view to the outcomes-based
Since the recovery project management office view described here.
(RPMO) needs to be chartered, leaders should also
consider whether they have the right team for this See the appendix to this article for more detail on
phase’s remit. This could be a great time to tilt the what the C-suite should consider when developing
composition of the COVID-19 response team to the recovery playbook.
include more operational expertise, recruiting
team members with more execution-based skills RUN SPRINTS
and expertise. Also, given the added complexity of Agile delivery principles are essential on the
various stimulus programs and local regulations, Recover journey. Not only might the destination
the RPMO may have an elevated role in supporting shift as new issues emerge, but “unknown
functions such as legal and tax. Reporting within unknowns” can cause unexpected detours.
the RPMO should include a balance of internal Running the Recover program in short (such as
operating metrics and external indicators that can six-week) sprints enables leadership and the
provide real-time insight into macro recovery RPMO to monitor the program and make mid-
indicators. Organizations may need to invest in course corrections.
new data sources in the short term to provide
required information about the pace of recovery.
FIGURE 3
A recovery playbook should map the path to six key macro outcomes
Outcome Description Core strategic question(s)
Recover and Recapture revenue and expand into new • Should we engage customers for
grow revenue organic opportunities for top-line growth, acquisition or maintenance?
customer experience, and profit margin • What customer behavior changes are likely
to be permanent?
Increase margins Adjust cost structure and investments • Should we manage for profit or resilience?
and profitability
Optimize assets, Curate the asset portfolio (including M&A • Should we operate for cash or profit?
liabilities, and transactions), strengthen the balance sheet,
liquidity and align the capital structure
Accelerate digital Accelerate digital capabilities to enable • How can we move faster toward digital
transformation growth, decrease costs, and progress further transformation?
as an insights-driven organization
Support the Align the work, the workforce, and the • How has the social contract with workers
workforce workplace—as well as operating models, changed?
and operating business models, and alliances—to deliver • Do we have the right operating structures
structure the Recover plan and alliances in place to deliver the plan?
Manage Manage and fulfill stakeholder expectations • How have social and institutional
stakeholder while proactively addressing risks expectations changed?
expectations
In the Respond phase, organizations around the throughout the Recover phase, doing away with
globe demonstrated a remarkable agility to change traditionally cautious, silo-based mindsets.
business models literally overnight—
implementing remote work
arrangements, offshoring entire
“The shift has happened in days, not
business processes to less-affected months. Businesses may be able to
geographies, and collaborating with
other organizations to redeploy learn how to move faster, acting in
furloughed employees across sectors.
In each situation, the urgency of
more agile ways, as a result.”
— Amy C. Edmondson, Harvard Business School 22
getting results trumped typical
bureaucratic orthodoxies. Resilient
leaders will harness those experiences to embed JUDGE YOUR TIMING
rapid, agile decision-making into the culture One of the core questions many companies are
already asking is, “When should we pivot to
Recover?” But the boundary between Respond and retailer may be able to reopen in days, while some
Recover is blended rather than a bright line. Due to process manufacturing industries may require
the pervasive, far-reaching medical and economic months for a shuttered plant to be recalibrated to
variables, there is no simple, mathematical answer required tolerances.
to the question. Effective sensing and artificial
intelligence (AI) mechanisms can be critical inputs WHAT’S NORMAL … NEXT?
to augment what is still a qualitative decision of As organizations emerge from Recover and
when, where, and how to restart. transition into the Thrive phase, trust, coupled
with the five qualities of resilient leadership, serves
The right time to activate the recovery plan will vary as a strong foundation on which resilient leaders
across geographies and sectors, and even among can build the business models to address the new
different companies in the same geography and markets that will emerge.
sector. Regions where the infection rate has
subsided will be more able to sustain activation than What might life be like after the crisis passes, and
regions where the disease is still spreading. Sectors what will it take to thrive in a world remade? In a
that have suffered a lesser impact, such as media or collaboration between Deloitte US and Salesforce,
technology, may shift to recovery much earlier than some of the world’s best-known scenario planners
heavily affected sectors such as transportation or developed four distinct scenarios that consider the
leisure. And each company will have its own potential future societal and business impacts of
operating nuances: Those with widely dispersed the pandemic (see sidebar, “The world remade by
back-office support centers or better visibility up the COVID-19: Scenarios for resilient leaders”).23 The
supply chain, for instance, may be able to begin team explored possible disease progressions and
recovery efforts sooner than those that do not. severity, the level of collaboration within and
between countries, the health care system response,
Leaders weighing when to pivot to recovery also the economic consequences, and social cohesion in
must consider startup lead times. For instance, a response to the crisis. The four scenarios provide a
THE WORLD REMADE BY COVID-19: SCENARIOS FOR RESILIENT LEADERS

The passing storm. The pandemic is managed due to effective responses from governments to
contain the virus, but it has lasting repercussions that disproportionately affect small and medium
businesses as well as lower- and middle-income individuals and communities.
Good company. Governments around the world struggle to handle the crisis alone, with large
companies stepping up as a key part of the solution accompanied by an accelerating trend toward
“stakeholder capitalism.”
Sunrise in the east. China and other East Asian nations are more effective in managing the virus
and take the reins as primary powers on the world stage.
Lone wolf. A prolonged pandemic period spurs governments to adopt isolationist policies, shorten
supply chains, and increase surveillance.
view of the future three to five years from now, Appendix: C-suite
created through a structured process to stretch considerations for the
leaders’ thinking, challenge conventional wisdom,
recovery playbook
and drive better decisions today.
Sociologists have observed that history does not RECOVER AND GROW REVENUE
move linearly, but rather in cycles punctuated by
a crisis approximately every 80 years.24 Such Strategic questions
generational cycles have been found in Old • Should we engage customers for acquisition
Testament, Homeric, and Islamic cultures, and or maintenance?
have been proposed by prophetic archetypes such
• What customer behavior changes are likely to
as Lao-Tzu and Buddha. Researchers have
be permanent?
identified seven such cycles in Anglo-American
history since the mid-15th century, with the last Key considerations
crisis being World War II … 80 years ago: • With the shutdown of the past several months,
the organization should determine if customer
Each time, the change came with behaviors and brand preferences have moved
scant warning … Then sudden sparks ... or changed. While many organizations may
transformed the public mood, swiftly and assume that they can message customers as
permanently. Over the next two decades they did precrisis, there may be a need to
or so, society convulsed. Emergencies market new features of products and services
required massive sacrifices from a citizenry to remain relevant and win back share.
that responded by putting community
ahead of self. Leaders led, and people • Because many customers have sampled new
trusted them [emphasis added]. As a new service delivery models, from virtual health
social contract was created, people care to home grocery delivery, it is possible that
overcame challenges once thought they have rapidly adopted what they perceive
insurmountable—and used the crisis to as safer and more convenient models of
elevate themselves and their nation to a interacting with brands.
higher plane of civilization. … [It] is history’s
great discontinuity. It ends one epoch and • The crisis likely created the opportunity for
begins another. 25
innovation to create new products, services,
or markets by designing around constraints.
As resilient leaders embarking on recovery, Companies may find opportunities for cross-
we embrace trust as the essence of resilient industry collaborations that did not exist
leadership. Invest it wisely and it will yield before the crisis.
extraordinary returns.
INCREASE MARGINS AND PROFITABILITY OPTIMIZE ASSETS, LIABILITIES,

AND LIQUIDITY
Strategic question
• Should we manage for profit or resilience? Strategic question
• Should we operate for cash or profit?
Key considerations
• Most value chains precrisis were optimizing Key considerations
for operating efficiencies. The crisis revealed • Alignment of key lending and investor
unexpected implications of this approach, stakeholders on terms, timing, and capital
such as that auto production could be held up availability is critical in this phase. Reorienting
by a single part that was no longer available in these stakeholders around cash generation
an affected area. Leaders should define where versus profit generation may require some
on the profit versus resilience spectrum they resetting of expectations.
want their organization to sit across all
operating categories. • Assuming that the organization has taken
steps to bolster its overall liquidity in the
• For example, given the uneven pace at Respond phase, the critical consideration is
which recovery is expected across industries the sufficiency of liquidity to fund operations
and geographies, it is likely to be more during recovery across multiple economic
important to enable sufficient flexibility, as cases over the next 18 to 24 months.27 The
well as visibility upstream and downstream, in more detailed the modeling around these
the supply chain than to make tactical changes cases, the better, given the large number of
to the flow of goods.26 While the organization unprecedented factors (such as stimulus
lays the groundwork for alternate supply chain payments, local regulatory edicts, and so on)
arrangements based on geographic and that could potentially impact cash flow.
business resilience considerations, trends
around concentration of supply may naturally • Tapping into the myriad of government
reverse themselves to provide for future assistance programs is also important in
flexibility. supporting this outcome.28
• As organizations incorporate customer demand • The possible entrance of different classes of

expectations and patterns into supply chain investors into the market (such as venture
planning, understanding customer demand funds, sovereign wealth funds, and vulture
signals based on data rather than intuition investors) has the potential to place added
will be critical. The crisis may have exposed stress on the organization as it executes its
deficiencies in the availability and reliability of recovery plan. Staying alert to these external
the data required to make meaningful decisions. forces and leveraging the board for counsel
and advice will remain critical to ward off
this threat.
ACCELERATE DIGITAL TRANSFORMATION SUPPORT THE WORKFORCE AND

OPERATING STRUCTURE
Strategic question
• How can we move faster toward Strategic questions
digital transformation? • How has the social contract with
workers changed?
Key considerations
• Do we have the right operating structures and
• At many organizations, the pace of digital
alliances in place to deliver the plan?
transformation reached hyperspeed as a result
of the crisis. While many were already taking an Key considerations
agile approach to digital transformation, the • Social distancing and other new practices
crisis likely exposed deficiencies and forced and regulations have dictated changes in work,
organizations to move faster. The crisis may the workforce, and the workplace—the most
have also unearthed some opportunities to prominent being the widespread shift to remote
pursue competitive advantage. work. A big consideration is whether certain of
these changes should become permanent. In
• In the Recover phase, leaders should prioritize some instances, for example, productivity may
the most important digital investments and have increased as more tools to virtualize the
potentially rethink the technical architecture. workforce came into use.
Just as with supply networks, the ability to
draw on an extended network of digital • Once decisions have been made around where
solutions may provide a more resilient and how work will be done, several tactical
infrastructure and allow the organization to decisions will be required, such as:
focus on its most strategic applications.
– Whether employees should return all at
• The ultimate challenge may be around once or on a phased basis over time
funding the investments needed to drive
digital enablement. With the pace of change – How the organization will ensure worker
accelerating in technology, putting the safety and well-being as the
organization on a path to constant and business recovers
ever-growing investment in digital will
prove challenging. • Now is also the time to determine whether
offshore and/or outsourced capabilities are
sufficiently diversified or whether they need
to be reconsidered. The anticipated uneven
reopening of markets and geographies will add
an unusual amount of complexity to this analysis.
MANAGE STAKEHOLDER EXPECTATIONS • Before the crisis, many corporations had already
been stepping up to greater environmental and
Strategic question social responsibilities, as further codified last
• How have social and institutional summer in the commitment made by the
expectations changed? Business Roundtable’s signatories.30 A number
of leaders are visibly acting on their stated
Key considerations environmental and social responsibilities in the
• Boards have become acutely aware of their heat of the crisis.31 Senior leaders should set
responsibilities and also of their contributions expectations for the range and measurement of
to the financial, physical, emotional, and digital their organizations’ ongoing environmental and
well-being of management, employees, social responsibility efforts as they embark on
investors, and other stakeholders. 29
the critical Recover phase—for their companies
and for our globe. •
PUNIT RENJEN is the CEO of Deloitte Global. He is based in Portland, Oregon.
Read more on www.deloitte.com/insights

The heart of resilient leadership: Responding to COVID-19
The COVID-19 crisis unearthed unprecedented challenges for senior executives. See five fundamental
qualities of resilient leadership that can distinguish successful CEOs, and specific steps that can enable
organizations to emerge from this and other crises stronger.
Visit www.deloitte.com/insights/COVID19-recovery
24 IN BRIEF
Getting decision rights right
A
S IMPORTANT AS it is for an organization to get decisions “right,” a surprising number of
organizations lack clarity about just what decisions need to be made, who is responsible for making
them, and how the decision-making process should unfold. Improving the way decisions are made
can be good for business: Effective decision rights practices are an integral part of organization design
maturity, which in turn is strongly associated with better business outcomes. One study showed that public
companies with high organization design maturity enjoyed 23 percent greater revenue growth over the three
years prior to the study than those with low organization design maturity.1
Fortunately, getting decision rights “right” depends largely on a surprisingly small set of factors.
Organizations with high organization design (and decision rights) maturity characteristically:
• Simplify and clarify decision rights across the organization. Decision-making effectiveness
depends critically on how clearly and simply the who, what, and how of decision-making are defined
and communicated—that is, who is responsible for making which decisions, what decisions must be
made, and how the decision-making process should work. Our research shows that clarity in decision-
making has the potential to double the likelihood of improving processes to maximize efficiency.2
• Establish strong, transparent accountability for decisions. Accountability is not about

identifying where to place the blame for decisions gone wrong. Instead, it’s about evaluating decisions’
outcomes against agreed-upon metrics and determining how broadly within the organization to share
those evaluations. The aim is to enable the organization to better learn from both its failures
and successes.
Getting decision rights right 25
Fortunately, getting decision rights “right” depends

largely on a surprisingly small set of factors.
• Align individuals in decision-making groups to a common mission. Unhelpful competition and

dissent within a decision-making group can slow the process and sabotage decision quality. Establishing
a clear common mission for the group can help counter this risk, allowing the group to reach decisions
more quickly and less contentiously.
• Encourage distributed authority. When appropriate, empowering line workers to make decisions
can pay off in greater agility and responsiveness. To avoid creating confusion when this is done, it’s
important to explicitly articulate which frontline workers have the authority to make which decisions
under what circumstances.
• Prioritize the customer voice in decisions. Among the most important ways to better understand
customer wants and needs is for organizations to listen more closely to what their customers are saying.
Giving customer-facing workers more decision-making authority is one way to increase the customer’s
influence over these decisions.
An organization that puts these attributes in place will be well positioned to improve both the speed and
quality of their decisions—with positive business results. The data supports this relationship: In 2016–2017,
public companies in our data set that excelled in the five areas mentioned increased their earnings per share
(EPS) by an average of 45 percent year over year, while organizations that performed poorly in the five areas
averaged an 88 percent EPS decrease year over year.3 •
To learn more, read the full article, Getting decision rights right: How effective organizational decision-making can
help boost performance, on www.deloitte.com/insights/decision-rights.
26 FUTURE OF WORK
Superminds, not substitutes 27
FUTURE OF WORK
Superminds,
not substitutes
DESIGNING HUMAN-MACHINE
COLLABORATION FOR A
BETTER FUTURE OF WORK
JAMES GUSZCZA AND JEFF SCHWARTZ

WITH A NOTE BY JOE UCUZOGLU,
CEO, DELOITTE US
A RT B Y D AVI D VO G I N
28 FUTURE OF WORK
“AI systems will need to be smart and to be

good teammates.”
– Barbara Grosz1
A
RTIFICIAL INTELLIGENCE (AI) is one of the People are looking to achieve very big
signature issues of our time, but also one of numbers … Earlier, they had incremental,
the most easily misinterpreted. The prom- 5 to 10 percent goals in reducing their
inent computer scientist Andrew Ng’s slogan “AI is workforce. Now they’re saying, “Why can’t
the new electricity”2 signals that AI is likely to be we do it with 1 percent of the people we
an economic blockbuster—a general-purpose have?”5
technology3 with the potential to reshape business
and societal landscapes alike. Ng states: But as the personal computing pioneer Alan Kay
famously remarked, “A change in perspective is
Just as electricity transformed almost worth 80 IQ points.” This is especially true of
everything 100 years ago, today I actually discussions of the roles of humans and machines in
have a hard time thinking of an industry the future of work. Making the most of human and
that I don’t think AI will transform in the machine capabilities will require moving beyond
next several years.4 received wisdom about both the nature of work
and the capabilities of real-world AI.
Such provocative statements naturally prompt the
question: How will AI technologies change the role The zero-sum conception of jobs as fixed bundles
of humans in the workplaces of the future? of tasks, many of which will increasingly be
performed by machines, limits one’s ability to
An implicit assumption shaping many discussions reimagine jobs in ways that create new forms of
of this topic might be called the “substitution” value and meaning.6 And framing AI as a kind of
view: namely, that AI and other technologies will technology that imitates human cognition makes it
perform a continually expanding set of tasks better easy to be misled by exaggerated claims about the
and more cheaply than humans, while humans will ability of machines to replace humans.
remain employed to perform those tasks at which
machines cannot (yet) excel. This view comports We believe that a change in perspective about AI’s
with the economic goal of achieving scalable role in work is long overdue. Human and machine
efficiency. capabilities are most productively harnessed by
designing systems in which humans and machines
The seductiveness of this received wisdom was put function collaboratively in ways that complement
into sharp relief by this account of a prevailing each other’s strengths and counterbalance each
attitude at the 2019 World Economic Forum other’s limitations. Following MIT’s Thomas
in Davos: Malone, a pioneer in the study of collective
intelligence, we call such hybrid human-machine
systems superminds.7
The change in perspective from AI as a human zeitgeist of the 1950s and the subsequent decades
substitute to an enabler of human-machine of science-fiction movies that it inspired.9
superminds has fundamental implications for how
organizations should best harness
AI technologies:
Human and machine capabilities
• Rather than focusing primarily are most productively harnessed by
on the ability of computer
technologies to automate tasks,
designing systems in which humans
we would do well to explore and machines function collaboratively
in ways that complement each
their abilities to augment
human capabilities.
other’s strengths and counterbalance
• Rather than adopt a purely
technological view of deploying each other’s limitations.
technologies, we can cultivate a
broader view of designing systems of human- Second, the post-COVID world is likely to see
computer collaboration. Malone calls this increasing calls for new social contracts and
approach “supermind-centered design.”8 institutional arrangements of the sort articulated
by the Business Roundtable in August 2019.10 In
• Rather than approach AI only as a technology addition to being more scientifically grounded, a
for reducing costs, we can also consider its human-centered approach to AI in the future of
potential for achieving the mutually reinforcing work will better comport with the societal realities
goals of creating more value for customers and of the post-COVID world. A recent essay by New
work that provides more meaning America chief executive Anne-Marie Slaughter
for employees. conveys today’s moment of opportunity:
Compared with the economic logic of scalable The coronavirus, and its economic and
growth, the superminds view may strike some as social fallout, is a time machine to the
Pollyannaish wishful thinking. Yet it is anything future. Changes that many of us predicted
but. Two complementary points—one scientific, would happen over decades are instead
one societal—are worth keeping in mind. taking place in the span of weeks. The
future of work is here [and it’s] an opport-
First, the superminds view is based on a unity to make the changes we knew we
contemporary, rather than decades-old, scientific were going to have to make eventually.11
understanding of the comparative strengths and
limitations of human and machine intelligence. In To start, let us ground the discussion in the
contrast, much AI-related thought leadership in relevant lessons of both computer and
the business press has arguably been influenced cognitive science.
by an understanding of AI rooted in the scientific
30 FUTURE OF WORK
WHY DEEP LEARNING IS DIFFERENT FROM DEEP UNDERSTANDING

The view that AI will eventually be able to replace people reflects the aspiration—explicitly articulated
by the field’s founders in the 1950s—to implement human cognition in machine form.12 Since then,
it has become common for major AI milestones to be framed as machine intelligence taking another
step on a path to achieving full human intelligence. For example, the chess grandmaster Garry
Kasparov’s defeat by IBM’s Deep Blue computer was popularly discussed as “the brain’s last stand.”13
In the midst of his defeat by IBM Watson, the Jeopardy quiz show champion Ken Jennings joked, “I for
one welcome my new computer overlords.”14 More recently, a Financial Times profile of DeepMind
CEO Demis Hassabis, published shortly after AlphaGo’s defeat of Go champion Lee Sedol, stated: “At
DeepMind, engineers have created programs based on neural networks, modeled on the human
brain … The intelligence is general, not specific. This AI ‘thinks’ like humans do.”15
But the truth is considerably more prosaic than this decades-old narrative suggests. It is indeed
true that powerful machine learning techniques such as deep learning neural networks and
reinforcement learning are inspired by brain and cognitive science. But it does not follow that the
resulting AI technologies understand or think in humanlike ways.
So-called “second wave” AI applications essentially result from large-scale statistical inference on
massive data sets. This makes them powerful—and often economically game-changing—tools for
performing narrow tasks in sufficiently controlled environments. But such AIs possess no common
sense, conceptual understanding, awareness of other minds, notions of cause and effect, or intuitive
understanding of physics.
What’s more, and even more crucially, these AI applications are reliable and trustworthy only to the
extent that they are trained on data that adequately represents the scenarios in which they are to be
deployed. If the data is insufficient or the world has changed in relevant ways, the technology cannot
necessarily be trusted. For example, a machine translation algorithm would need to be exposed to
many human-translated examples of a new bit of slang to hopefully get it right.16 Similarly, a facial
recognition algorithm trained only on images of light-skinned faces might fail to recognize dark-
skinned individuals at all.17
In contrast, human intelligence is characterized by the ability to learn concepts from few examples,
enabling them to function in unfamiliar or rapidly changing environments—essentially the opposite
of brute-force pattern recognition learned from massive volumes of (human-)curated data. Think
of the human ability to rapidly learn new slang words, work in physical environments that aren’t
standardized, or navigate cars through unfamiliar surroundings. Even more telling is a toddler’s
ability to learn language from a relative handful of examples.18 In each case, human intelligence
succeeds where today’s “second wave” AI fails because it relies on concepts, hypothesis formation,
and causal understanding rather than pattern-matching against massive historical data sets.
It is therefore best to view AI technologies as focused, narrow applications that do not possess the
flexibility of human thought. Such technologies will increasingly yield economic efficiencies, business
innovations, and improved lives. Yet the old idea that “general” AI would mimic human cognition has,
in practice, given way to today’s multitude of practical, narrow AIs that operate very differently from
the human mind. Their ability to generally replace human workers is far from clear.
Why humans are underrated thinkers. Heterogeneous teams outperform

homogenous ones at solving problems, making
A key theme that has emerged from decades of predictions, and innovating solutions.22 The
work in AI and cognitive science serves as a useful heterogeneity of human and machine intelligences
touchstone for evaluating the relative strengths motivates the search for “diversity bonuses”
and limitations of human and computer resulting from well-designed teams of human and
capabilities in various future of work scenarios. machine collaborators.
This theme is known as “the AI paradox.” 19
It is hardly news that it is often comparatively

Difficult problems are easy, and
easy to automate a multitude of tasks that the easy problems are difficult.
humans find difficult, such as memorizing
facts and recalling information, accurately and A “twist ending” to an AI breakthrough typically
consistently weighing risk factors, rapidly used to illustrate the substitution view—Deep
performing repetitive tasks, proving theorems, Blue’s defeat of the chess grandmaster Garry
performing statistical procedures, or playing chess Kasparov—vividly illustrates the largely untapped
and Go. What’s seemingly paradoxical is that the potential of the human-machine superminds
inverse also holds true: Things that come naturally approach. After his defeat, Kasparov helped create
to most people—using common sense, under- a new game called “advanced chess” in which
standing context, navigating unfamiliar landscapes, teams of humans using computer chess programs
manipulating objects in uncontrolled environ- competed against other such teams. In 2005, a
ments, picking up slang, understanding human global advanced chess tournament called “freestyle
sentiment and emotions—are often the hardest to chess” attracted grandmaster players using some of
implement in machines. the most powerful computers of the time. The
competition ended in an upset victory: Two
The renowned Berkeley cognitive scientist Alison amateur chess players using three ordinary laptops,
Gopnik states, “It turns out to be much easier to each running a different chess program, beat their
simulate the reasoning of a highly trained adult grandmaster opponents using supercomputers.
expert than to mimic the ordinary learning of every
baby.”20 The Harvard cognitive scientist Steven Writing in 2010, Kasparov commented that the
Pinker comments that the main lesson from winners’ “skill at manipulating and ‘coaching’
decades of AI research is that “Difficult problems their computers to look very deeply into positions
are easy, and the easy problems are difficult.”21 effectively counteracted the superior chess
understanding of their grandmaster opponents
Far from being substitutes for each other, human and the greater computational power of other
and machine intelligence therefore turn out to be participants.” He went on to state what has come
fundamentally complementary in nature. This to be known as “Kasparov’s Law”:
basic observation turns the substitution view of AI
on its head. In organizational psychology, what Weak human + machine + better process
Scott Page calls a “diversity bonus” results from was superior to a strong computer alone
forming teams composed of different kinds of and, more remarkably, superior to a strong
32 FUTURE OF WORK
human + machine + inferior process … jobs will increasingly go by the wayside as chatbots
Human strategic guidance combined with become more sophisticated.
the tactical acuity of a computer was
overwhelming.23 While we do not hazard a prediction of what will
happen, we believe that call centers offer an
In Thomas Malone’s vernacular, the system of two excellent example of the surplus value, as well as
human players and three computer chess programs more intrinsically meaningful work, that can be
formed a human-computer collective intelligence— enabled by the superminds approach. In this
a supermind—that proved more powerful than approach, chatbots and other AI tools function as
competing group intelligences boasting stronger assistants to humans who increasingly function as
human and machine components, but inferior problem-solvers. Chatbots offer uniformity and
supermind design. speed while handling massive volumes of routine
queries (“Is my flight on time?”) without getting
Though widespread, such phenomena are often sick, tired, or burned out. In contrast, humans
hidden in plain sight and obscured by the possess the common sense, humor, empathy,
substitution view of AI. Nonetheless, the evidence and contextual awareness needed to handle lower
is steadily gathering that smart technologies are volumes of less routine or more open-ended tasks
most effective and trustworthy when deployed in at which machines flounder (“My flight was
the context of well-designed systems of human- canceled and I’m desperate. What do I do now?”).
machine collaboration. In addition, algorithms can further assist human
agents by summarizing previous interactions,
We illustrate different modes of collaboration —24
suggesting potential solutions, or identifying
and the various types of superminds that otherwise hidden customer needs.
result—though a sequence of case studies below.
This logic has recently been employed by a major
health care provider to better deal with the COVID
The best way to predict the crisis. A chatbot presents patients with a sequence
future of work is to invent it of questions from the US Centers for Disease
Control and Prevention and in-house experts.
The AI bot alleviates high volumes of hotline traffic,
CHATBOTS AND CUSTOMER SERVICE thereby enabling stretched health care workers to
Call center operators handle billions of customer better focus on the most pressing cases.26
requests per year—changing flights, refunding
purchases, reviewing insurance claims, and so on. If this is done well, customers can benefit from
To handle the flood of queries, organizations more efficient, personalized service, while call
commonly implement chatbots to handle simple center operators have the opportunity to perform
queries and escalate more complex ones to less repetitive, more meaningful work involving
human agents. A common refrain, echoing the
25
problem-solving, engaging with the customer, and
substitution view, is that human call center surfacing new opportunities. In contrast, relying
operators remain employed to handle tasks beyond excessively on virtual agents that are devoid of
the capabilities of today’s chatbots, but that these common sense, contextual awareness, genuine
empathy, or the ability to handle unexpected Bloomberg report told of a company that hired
situations (consider the massive number of more call center operators to handle the increased
unexpected situations created by the COVID crisis) volume of complex customer queries after its sales
poses the risk of alienating customers. went up thanks to the introduction of chatbots.28
Even if one grants the desirability of this A further point is that the introduction of new
“superminds” scenario, however, will AI technologies can give rise to entirely new job
technologies not inevitably decrease the number of categories. In the case of call centers, chatbot
such human jobs? Perhaps surprisingly, this is not designers write and continually revise the scripts
a foregone conclusion. To illustrate, recall what that the chatbots use to handle routine customer
happened to the demand for bank tellers after the interactions.29
introduction of automated teller machines (ATMs).
Intuitively, one might think that ATMs drama- This is not to minimize the threat of technological
tically reduced the need for human tellers. But the unemployment in a field that employs millions of
demand for tellers in fact increased after the people. We point out only that using technology to
introduction of ATMs: The technology made it automate simple tasks need not inevitably lead to
economical for banks to open numerous smaller unemployment. As the ATM story illustrates,
branches, each staffed with human tellers characteristically human skills can become more
operating in more high-value customer service, valuable when the introduction of a technology
less transactional roles.27 Analogously, a recent increases the number of nonautomatable tasks.
Characteristically human skills can

become more valuable when the
introduction of a technology increases
the number of nonautomatable tasks.
34 FUTURE OF WORK
RADIOLOGISTS AND “DEEP MEDICINE” or fatigue. Unlike Ng and Hinton, LeCun does not
Radiology is another field commonly assumed to anticipate a reduction in the demand for
be threatened by technological unemployment. radiologists.35
Much of radiology involves interpreting medical
images—a task at which deep learning algorithms Using AI to automate voluminous and error-prone
excel. It is therefore natural to anticipate that much tasks so that doctors can spend more time
of the work currently done by radiologists will be providing personalized, high-value care to patients
displaced. In a 2017 tweet publicizing a recent
30
is the central theme of Topol’s book. In the specific
paper, Andrew Ng asked, “Should radiologists be case of radiologists, Topol anticipates that these
worried about their jobs? Breaking news: We can value-adding tasks will include explaining prob-
now diagnose pneumonia from chest X-rays better abilistic outputs of algorithms both to patients and
than radiologists.”31 A year earlier, the deep to other medical professionals. For Topol, the
learning pioneer Geoffrey Hinton declared that “renaissance radiologists” of the future will act less
it’s “quite obvious that we should stop training as technicians and more as “real doctors” (Topol’s
radiologists.”32 phrase), and also serve as “master explainers” who
display the solid grasp of data science and
But further reflection reveals a “superminds” logic statistical thinking needed to effectively
strikingly analogous to the scenario just discussed communicate risks and results to patients.
in the very different realm of call centers. In his
recent book Deep Medicine, Eric Topol quotes a This value-adding scenario, closely analogous to
number of experts who discuss radiology the chatbot and ATM scenarios, involves the
algorithms as assistants to expert radiologists. 33
deployment of algorithms as physician assistants.
The Penn Medicine radiology professor Nick Bryan But other human-machine arrangements are
predicts that “within 10 years, no medical imaging possible. A recent study combined human and
study will be reviewed by a radiologist until it has algorithmic diagnoses using a “swarm”
been pre-analyzed by a machine.” Writing with tool that mimics the collective
Michael Recht, Bryan states that: intelligence of animals such as
honeybees in a swarm.
We believe that machine learning and AI
will enhance both the value and the
professional satisfaction of radiologists by
allowing us to spend more time performing
functions that add value and influence
patient care, and less time doing rote tasks
that we neither enjoy nor perform as well
as machines.34
The deep learning pioneer Yann LeCun articulates

a consistent idea, stating that algorithms can
automate simple cases and enable radiologists to
avoid errors that arise from boredom, inattention,
(Previous studies have suggested that honeybee Algorithms are increasingly used to improve
swarms make decisions through a process that is economically or societally weighty decisions in
similar to neurological brains.36) The investigators such domains as hiring, lending, insurance
found that the hybrid human-machine system— underwriting, jurisprudence, and public sector
which teamed 13 radiologists with two deep casework. Similar to the widespread suggestion of
learning AI algorithms—outperformed both the algorithms threatening to put radiologists out of
radiologists and the AIs making diagnoses in work, the use of algorithms to improve expert
isolation. Paraphrasing Kasparov’s law, humans + decision-making is often framed as an application
machines + a better process of working together of machine learning to automate decisions.
(the swarm intelligence tool) outperforms the
inferior process of either humans or machines In fact, the use of data to improve decisions has as
working alone. 37
much to do with human psychology and ethics as it
does statistics and computer science. Once again, it
MACHINE PREDICTIONS AND pays to remember the AI paradox and consider the
HUMAN DECISIONS relative strengths and weaknesses of human and
Using the mechanism of swarm intelligence to machine intelligence.
create a human-machine collective intelligence
possesses the thought-provoking appeal of good The systematic shortcomings of human decision-
science fiction. But more straightforward forms of making—and corresponding relative strengths in
human-machine partnerships for making better algorithmic prediction—have been much discussed
judgments and decisions have been around for in recent years thanks to the pioneering work of
decades—and will become increasingly important Simon’s behavioral science successors Daniel
in the future. The AI pioneer and proto-behavioral Kahneman and Amos Tversky. Two major sorts of
economist Herbert Simon wrote that “decision- errors plague human decisions:
making is the heart of administration.”38
Understanding the future of • Bias. Herbert Simon was awarded the Nobel
work therefore requires Prize in economics partly for his realization that
understanding the human-bounded cognition is such that we must
future of decisions. rely on heuristics (mental rules of thumb) to
quickly make decisions without getting bogged
down in analysis paralysis. Kahneman, Tversky,
and their collaborators and successors
demonstrated that these heuristics are often
systematically biased. For example, we confuse
ease of imagining a scenario with the likelihood
of its happening (the availability heuristic); we
cherry-pick evidence that comports with our
prior beliefs (confirmation bias) or emotional
attachments (the affect heuristic); we ascribe
unrelated capabilities to people who possess
specific traits we admire (the halo effect); and
36 FUTURE OF WORK
we make decisions based on stereotypes rather health services might be biased against minorities
than careful assessments of evidence (the who have historically lacked access to health care.42
representativeness heuristic). And another
bias—overconfidence bias—ironically blinds us As a result, the topic of machine predictions and
to such shortcomings. human decisions is often implicitly framed as a
debate between AI boosters arguing for the
• Noise. Completely extraneous factors, such as superiority of algorithmic to human intelligence
becoming tired or distracted, routinely affect on the one side, and AI skeptics warning of
decisions. For example, when shown the same “weapons of math destruction” on the other.
biopsy results twice, pathologists produced Adopting a superminds rather than a substitution
severity assessments that were only 0.61 approach can help people move beyond such
correlated. (Perfect consistency would result unproductive debates.
in a correlation of 1.0.)39 Or simply
Unlike humans, algorithms can

think about whether you’d prefer to
be interviewed or considered for
promotion at the end of the day after a make limitless predictions or
very strong job candidate, or closer to
the beginning of the day after a very recommendations without getting
weak candidate.
tired or distracted by unrelated
Regarding noise, algorithms have a clear factors.
advantage. Unlike humans, algorithms
can make limitless predictions or One of us (Jim Guszcza) has learned from
recommendations without getting tired or firsthand experience how predictive algorithms
distracted by unrelated factors. Indeed, can be productively used as inputs into, not
Kahneman—who is currently writing a book about replacements for, human decisions. Many years
noise—suggests that noise might be a more serious ago, Deloitte’s Data Science practice pioneered
culprit than bias in causing decision traps, and the application of predictive algorithms to help
views this as a major argument in favor of insurance underwriters better select business
algorithmic decision-making. 40
insurance risks (for example, workers’
compensation or commercial general liability
Bias is the more subtle issue. It is well known that insurance) and price the necessary contracts.
training predictive algorithms on data sets that
reflect human or societal biases can encode, and Crucially, the predictive algorithms were designed
potentially amplify, those biases. For example, to meet the end-user underwriters halfway, and
using historical data to build an algorithm to the underwriters were also properly trained so
predict who should be made a job offer might well that they could meet the algorithms halfway.
be biased against females or minorities if past Black-box machine learning models were typically
decisions reflected such biases.41 Analogously, an used only as interim data exploration tools or
algorithm used to target health care “super- benchmarks for the more interpretable and easily
utilizers” in order to offer preventative concierge documented linear models that were usually put
into production. Furthermore, algorithmic algorithms in such scenarios also has ethical
outputs were complemented with natural implications. Unlike human decisions, machine
language messages designed to explain to the end predictions are consistent over time, and the
user “why” the algorithmic prediction was what it statistical assumptions and ethical judgments
was for a specific case.43 These are all aspects of made in algorithm design can be clearly
what might be called a “human-centered design” documented. Machine predictions can therefore
approach to AI.44 be systematically audited, debated, and improved
in ways that human decisions cannot.46
In addition, the end users were
given clear training to help them
understand when to trust a machine
Human judgment is more important
prediction, when to complement it than ever to assess the adequacy of
with other information, and when to
ignore it altogether. After all, an algorithms trained on historical data
algorithm can only weigh the inputs
presented to it. It cannot judge the
that might be unrepresentative of
accuracy or completeness of those the future.
inputs in any specific case. Nor can it
use common sense to evaluate context and judge Indeed, the distinguished behavioral economist
how, or if, the prediction should inform the Sendhil Mullainathan points out that the
ultimate decision. applications in which people worry most about
algorithmic bias are also the very situations in which
Such considerations, often buried by discussions algorithms—if properly constructed, implemented,
that emphasize big data and the latest machine and audited—also have the greatest potential to
learning methods, become all the more pressing reduce the effects of implicit human biases.47
in the wake of such world-altering events as the
COVID crisis.45 In such times, human judgment is The above account provides a way of
more important than ever to assess the adequacy of understanding the increasingly popular “human-
algorithms trained on historical data that might be centered AI” tagline: Algorithms are designed not
unrepresentative of the future. Recall that, unlike to replace people but rather to extend their
humans, algorithms possess neither the common capabilities. Just as eyeglasses help myopic eyes
sense nor the conceptual understanding needed to see better, algorithms can be designed to help
handle unfamiliar environments, edge cases, biased and bounded human minds make better
ethical considerations, or changing situations. judgments and decisions. This is achieved through
a blend of statistics and human-centered design.
Another point is ethical in nature. Most people The goal is not merely to optimize an algorithm in
simply would not want to see decisions in certain a technical statistical sense, but rather to optimize
domains—such as hiring, university admissions, (in a broader sense) a system of humans working
public sector caseworker decisions, or judicial with algorithms.48 In Malone’s vernacular, this is
decisions—meted out by machines incapable of “supermind design thinking.”
judgment. Yet at the same time, electing not to use
38 FUTURE OF WORK
CAREGIVING suggests that such skills are unlikely to be

New America’s Anne-Marie Slaughter comments: implemented in machine form anytime soon.
Many of the jobs of the future should also Even so, AI can perhaps play a role in composing
be in caregiving, broadly defined to include purely human superminds such as the one
not only the physical care of the very old Gawande describes. In Gawande’s example, the
and very young, but also education, value wasn’t created by generally “human” contact,
coaching, mentoring, and advising. [The but rather by the sympathetic engagement of a
COVID] crisis is a reminder of just how specific human—in this case one, with a similar
indispensable these workers are.49 language and cultural background. AI algorithms
have long been used to match friends and romantic
In a well-known essay about health coaches, the partners based on cultural and attitudinal
prominent medical researcher and author Atul similarities. Such matching could also be explored
Gawande provides an illuminating example of to improve the quality of various forms of caregiving
Slaughter’s point. Gawande describes the impact in fields such as health care, education, customer
of a health coach (Jayshree) working with a patient service, insurance claim adjusting, personal finance,
(Vibha) with multiple serious comorbidities and a and public sector casework.51 This illustrates
poor track record of improving her diet, exercise, another facet of Malone’s superminds concept:
and medical compliance behaviors: Algorithms can serve not only as human
collaborators, but also as human connectors.
“I didn’t think I would live this long,” Vibha
said through [her husband] Bharat, who
translated her Gujarati for me. “I didn’t Start with why
want to live.” I asked her what had made
her better. The couple credited exercise, As Neils Bohr and Yogi Berra each said, it is
dietary changes, medication adjustments, very hard to predict—especially about the future.
and strict monitoring of her diabetes. This essay is not a series of predictions, but a
But surely she had been encouraged to call to action. Realizing the full benefits of AI
do these things after her first two heart technologies will require graduating from a
attacks. What made the difference this narrow “substitution” focus on automating tasks
time? “Jayshree,” Vibha said, naming the to a broader “superminds” focus on designing and
health coach from Dunkin’ Donuts, who operationalizing systems of human-machine
also speaks Gujarati. “Jayshree pushes her, collaboration.
and she listens to her only and not to me,”
Bharat said. “Why do you listen to The superminds view has important implications
Jayshree?” I asked Vibha. “Because she for workers, business leaders, and societies.
talks like my mother,” she said.50 Workers and leaders alike must remember that
jobs are not mere bundles of skills, and nor are
The skills of caregivers such as Jayshree are at the they static. They can and should be creatively
opposite end of the pay and education spectra from reimagined to make the most of new technologies
such fields as radiology. And the AI paradox
in ways that simultaneously create more value for its entire crew. A highly complex piece of
customers and more meaningful work for people. 52
machinery with many interlocking parts and
dependencies, the Challenger’s demise was due to
To do this well, it is best to start with first the failure of a single part—the O-ring. From an
principles. What is the ultimate goal of the job for economist’s perspective, the marginal utility of
which the smart technology is intended? Is the making this single part more resilient would have
purpose of a call center to process calls or to been virtually infinite. Autor states that by analogy:
help cultivate enthusiastic, high-lifetime-value
customers? Is the purpose of a radiologist to flag In much of the work that we do, we are the
problematic tumors, or to participate in the O-rings … As our tools improve, technology
curing, counseling, and comforting of a patient? magnifies our leverage and increases the
Is the purpose of a decision-maker to make importance of our expertise, judgment,
predictions, or to make wise and informed and creativity.53
judgments? Is the purpose of a store clerk to ring
up purchases, or to enhance customers’ shopping In discussing the logic of human-machine
experiences and help them make smart superminds, we do not mean to suggest that
purchases? Once such ultimate goals have been achieving them will be easy. To the contrary, such
articulated and possibly reframed, we can go forces as status quo bias, risk aversion, short-term
about the business of redesigning jobs in ways economic incentives, and organizational friction
that make the most of the new possibilities will have to be overcome. Still, the need to
afforded by human-machine superminds. overcome such challenges is common to many
forms of innovation.
Workers and leaders alike must A further challenge relates to the AI

remember that jobs can and should paradox: Organizations must learn
be creatively reimagined to make to better measure, manage, and

reward the intangible skills that
the most of new technologies in come naturally to humans but at
which machines flounder. Examples
ways that simultaneously create include empathy for a call center
more value for customers and more operator or caregiver; scientific

judgment for a data scientist;
meaningful work for people. common sense and alertness for a
taxi driver or factory worker; and so
An analogy from MIT labor economist David Autor on. Such characteristically human—and often
conveys the economic logic of why character- under-rewarded—skills will become more, not
istically human skills will remain valued in the less, important in the highly computerized
highly computerized workplaces of the future. In workplaces of the future.
1986, the space shuttle Challenger blew up, killing
40 FUTURE OF WORK
PAIRING HUMANS AND MACHINES TO FORM SUPERMINDS: THRIVING IN A CHANGING WORLD

By Joe Ucuzoglu, CEO, Deloitte US
The unique capabilities of humans matter now more than ever, even in the face of
rapid technological progress. In the C-suite and boardrooms, a range of complex
topics dominate the agenda: from understanding the practical implications of AI,
cloud, and all things digital, to questions of purpose, inclusion, shareholder primacy
versus stakeholder capitalism, trust in institutions, and rising populism—and now,
the challenges of a global pandemic. In all of these areas, organizations must
navigate an unprecedented pace of change while keeping human capabilities and
values front and center.
We know from recent years of technological advancement that machines are typically far better than
people at looking at huge data sets and making connections. But data is all about the past. What is being
created here in the Fourth Industrial Revolution—and in the era of COVID-19—is a future for which past
data can be an unreliable guide. Pablo Picasso once said, “Computers are useless. All they can do is
provide us with the answers.” The key is seeing the right questions, the new questions—and that’s where
humans excel.
What’s more, the importance of asking and answering innovative questions extends up and down entire
organizations. It’s not just for C-suites and boardrooms, as Jim Guszcza and Jeff Schwartz share in their
examples. It’s about effectively designing systems in which two kinds of intelligence, human and machine,
work together in complementary balance, forming superminds.
Embracing the concept of superminds and looking holistically at systems of human-machine

collaboration provides a way forward for executives. The question is, “What next?” The adjustments all of
us have had to make in light of COVID-19 show that we are capable of fast, massive shifts when required,
and innovating new ways of working with technology. Eventually, this pandemic will subside, but the
currents of digital transformation that have been accelerated out of necessity over the past few months
are likely to play out for the rest of our working lives.
How will your organizations become a master of rapid experimentation and learning, of developing
and rewarding essential human skills, and of aligning AI-augmented work with human potential and
aspirations?•
The authors thank John Seely Brown, John Hagel, Margaret Levi, Tom Malone,
and Maggie Wooll for helpful conversations. We also thank Siri Anderson, Abha
Kishore Kulkarni, Susan Hogan, and Tim Murphy for invaluable research
assistance and support.
James Guszcza, Deloitte Services LP, is Deloitte’s US chief data scientist. He lives in Santa Monica,
California.
Jeff Schwartz, a principal with Deloitte Consulting LLP, is the US leader for the Future of Work and the
US leader of Deloitte Catalyst, Tel Aviv. He is based in New York City.

Talent and workforce effects in the age of AI
Over the past few years, artificial intelligence has matured into a collection of powerful technologies
that are delivering competitive advantage to businesses across industries. But will AI-driven automation
render most jobs obsolete, or will humans be working in collaboration with the technology?
Visit www.deloitte.com/insights/workforce-ai-adoption
42 FUTURE OF WORK
Opportunity marketplaces 43
FUTURE OF WORK
Opportunity
marketplaces
ALIGNING WORKFORCE INVESTMENT
AND VALUE CREATION IN THE
DIGITAL ENTERPRISE
MICHAEL SCHRAGE, JEFF SCHWARTZ, ROBIN JONES,

DAVID KIRON, AND NATASHA BUCKLEY
A R T B Y N E I L WE B B
44 FUTURE OF WORK
This article is excerpted from a full report published by MIT Sloan Management Review
and Deloitte Insights in June 2020.
In response to unrelenting digital disruption, many leaders are rethinking how

they value and invest in their workforces. Across the business landscape,
corporate leaders are seeking to develop more flexible, adaptive, and valuable
workers.
Our global research study directly addresses this In our first year researching the future of the
challenge. Based on a survey of nearly 3,900 workforce, MIT Sloan Management Review and
respondents and 18 executive interviews, we find Deloitte present this report highlighting the urgency
that the most effective approaches to achieving a and importance of this approach. We find that
higher-value workforce have a common core: many leaders and workers alike are not satisfied
opportunity. with corporate investments in their development.
Seventy-four percent of respondents believe that
Targeted investment in opportunity is fast developing worker skills and capabilities is
becoming the central organizing principle for important to their organization’s strategy, but only
making more people more valuable in more 34 percent are happy with their organization’s
organizations. Our global executive survey and investment in them. Nearly one-half of all workers
interviews identify the design of opportunity surveyed are prepared to leave their organization if
marketplaces as perhaps the key leadership offered a buyout or severance package.
challenge for most organizations seeking to
ethically maximize human capital returns. The corrective, our research shows, goes beyond a
greater emphasis on workforce restructuring,
We see opportunity marketplaces as systems, retraining, reskilling, and “rightsizing” efforts.
digital platforms, and virtual places where For many workers, more skills—and even better
organizations provide—and workers find—the experiences—without more opportunity is
opportunities most relevant to their mutual benefit insufficient. If workers don’t value the opportun-
and success. In an effective marketplace, the ities they’re offered—if those opportunities don’t
enterprise offers its workers defined options for speak to their passion, potential, and purpose, for
professional development, mentorship, project example—they can and will likely leave. The
participation, and networking, among others. willingness of many newly developed, higher-
Empowered workers, in turn, can choose to pursue skilled talent to walk out the door can intensify
those opportunities they most value. Vibrant, the workforce challenge facing many leaders. To
robust, and inclusive opportunity marketplaces escape this trap, leaders should move past
strategically align both individual and enterprise mindsets that prioritize controlling costs over
aspirations. Investment in greater workforce empowering people.
opportunity is seen—and understood—as an
investment in greater workforce value creation.
One of the most significant research takeaways for Our research reveals that to a striking degree,
top management is that opportunity marketplaces many workers are dissatisfied with their
both demand and elicit agency—the perceived organizations’ investments in their professional
ability to influence one’s future—and fundament- development. Many feel undervalued as assets and
ally flip a perennial top talent and workforce as potential contributors to future value creation.
management question. Where executives once These findings suggest a serious misalignment
asked, “How can we make better and smarter between the workforce and organizational strategy.
investments in people?,” opportunity marketplaces
prompt executives to ask, “How can we support In our global survey, a majority of respondents,
people in making better, smarter investments in including executives, perceive a lack of investment
themselves?” This flip directly challenges in their development.
command-and-control leadership styles and may
threaten executives who see digital transformation • Seventy-four percent of respondents believe
as a platform to strengthen enterprise oversight. that the development of new skills and
capabilities is strategically important in their
This emphasis on opportunity marketplaces reflects organization, but less than one-third (32
Nobel Prize-winning research on human capital percent) say they are rewarded for developing
development, behavioral economics, game theory, new skills (figure 1).
and market design.1 Our surveyed leaders and
organizations assert that, over time, an opportunity • Less than half of respondents (47 percent) think
marketplace design sensibility best merges ethical that their company is making a significant
and economic imperatives to maximize enterprise investment in their professional development,
productivity and value. The message is clear: One and only 34 percent are happy with their
of the surest ways for leaders to create better organization’s investment in improving their
opportunities for their organizations is to create skills and performance.
better opportunities for their people.
FIGURE 1
Development is valued,
Workers and management, but employees lack incentives
disconnected and misaligned
74%
Organizations have made great progress in The development of worker skills
and capabilities in my organization
developing digital strategies leveraging social, is an important element of our
mobile, and cloud. Explosive growth in AI, data, organization’s overall strategy.
and analytics, however, is driving a new round
of digital business disruption. These disruptions 32%
often demand new approaches to managing, I am compensated or rewarded
for acquiring and developing
empowering, and aligning workers to desired new skills.
strategic outcomes. Yet there is no clear or
emerging consensus—no best practice that a
Source: 2020 Deloitte-MIT Sloan Management Review future
majority of managers embrace.
of the workforce global survey.
46 FUTURE OF WORK
• Executives are dissatisfied as well: Less than 40 Given these findings, it is unsurprising that many
percent of executives are happy with their workers feel detached from their organizations and
organization’s investment in their development that many believe their skills would be better
(figure 2). appreciated elsewhere. Forty-five percent of
respondents would like to receive an employee
buyout (a voluntary severance package) or are
FIGURE 2
neutral on the question. More than twice as many
Dissatisfaction with professional respondents say it is easier to get a new job outside
development investments their organization (40 percent) than within it
I am happy with my organization’s investment in (17 percent) (figure 3).
improving my skills and performance, scale 1–10
Not happy or neutral (1–7) Given their perceptions of underinvestment, it’s

Happy or satisfied (8–10) intriguing that a strong majority of respondents
70% (84 percent) maintain that they continue to learn
60% valuable skills and have valuable experiences in
their current job. A similarly strong majority
39%
(82 percent) are confident in their ability to get
29%
another job inside or outside their organization
based on the skills and experience they’re gaining
from their current position. We infer that they
Executives Employees enjoy this confidence in spite of—not because of—
their employers. Less than half of respondents
Source: 2020 Deloitte-MIT Sloan Management Review future
of the workforce global survey. (41 percent) recognize that they have the skills they
Deloitte Insights | deloitte.com/insights need to thrive professionally for a maximum of
four years (figure 4).
FIGURE 3
To workers, opportunities abound elsewhere

14%
Don’t know/ 17% Inside
not sure
Is it easier to find 45% agree, strongly

a new job inside
or outside your agree, or are neutral
when asked if they’d like to receive a job
organization? buyout (layoff with compensation).
Outside 40%
29% Equally easy
inside vs. outside
Source: 2020 Deloitte-MIT Sloan Management Review future of the workforce global survey.
FIGURE 4
Workers reveal mixed feelings about their skills
84% 82% 41%

I continue to learn valuable I’m confident in my ability I have the skills I need to
skills and have valuable to get another job (inside or thrive professionally in the
experiences in my current job. outside my organization) based next five or more years.
on the skills and experience I’m
gaining from my current job.
These contradictory responses raise the question process of both designing and implementing the
of whether the broad dissatisfaction surfaced by technology and then continuing that innovation
our survey is rooted in perception or in reality. process.” He continues, “Labor is still too often
Different organizations obviously have different viewed as a cost.”
values when it comes to employee development:
Some perceive investment in employees in Oren Cass, author of The Once and Future Worker
primarily economic and transactional terms, while and executive director of American Compass,
others balance economic factors with ethical and makes a related point. “The business community
cultural considerations. Still others haven’t given takes it for granted that labor is just an input like
the question much deliberate thought at all. any other and that, as they design their business
Several of our interviewees, however, have models and processes and practices, they are
observed general patterns in how top management entitled to assume there is a market that will
views the workforce. Their observations affirm our supply to them whatever labor they want, just like
respondents’ general view that organizations are they can count on the market to supply to them
taking transactional and cost-efficiency approaches whatever services and widgets and other things
to workforce management. they might want,” Cass says. “I think that is both
economically and practically wrong and
Thomas Kochan’s perspective validates those philosophically and socially wrong.”
respondents who feel that their workplaces aren’t
interested in their long-term development.
“Executives don’t see the full value of investing in Opportunity corrects
the workforce for the long run,” says Kochan, the disconnect
codirector of MIT Sloan School of Management’s
Institute for Work and Employment Research. He Leading enterprises take deliberate steps to invest
describes that investment as “being able to drive in and transform their workforces in ways that are
productivity improvements by having good jobs mutually beneficial. They invest not just in
that pay good wages and having workers who are retraining or upskilling workers, but in providing
well-trained ahead of any investments in opportunities for professional development and
technology, so that they can add value to the achievement. Our quantitative and qualitative data
48 FUTURE OF WORK
suggests that these organizations don’t just see supporting the virtues and value of opportunity—
workers as an operational means to an end, but as cannot be overemphasized. A cluster analysis
assets worth cultivating. of our survey data shows that Promoters,
those respondents most satisfied with their
Opportunity-centric approaches represent a organization’s investment in their professional
conscious shift away from transactional development, feel more attached to their
commitments, signaling more employee-centered organizations and more supported by a leadership
approaches to value creation. Moreover, they don’t vision for how employees will contribute value.
require workers to leave their whole selves behind
when they walk through the office door. Our survey 85% of Promoters agree or
results suggest that workers whose organizations
are investing in them in these ways are more
strongly agree that their leaders
satisfied with their jobs. Respondents from these have a vision for how employees will
companies are also more likely to report their
organization outperforms its peers (figure 5).
contribute value in the next five years,
versus 38% of Detractors.
A deeper data dive uncovers a complex link
between employee investment, job satisfaction, Leaders at Promoters’ companies not only more
and organizational performance. Leadership vision, frequently discuss capability improvement than
communication, and action can significantly leaders at other companies but are far more likely
contribute to both worker satisfaction and to offer opportunities to further build worker
organizational performance. The importance of capabilities. These findings are not primarily a
“tone at the top”—with senior executives explicitly function of Promoters being high performers; the
majority of both Promoters and Detractors (those
FIGURE 5
respondents least satisfied with their organization’s
Worker satisfaction with investment in their professional development)
organizational investment describe themselves as high performers.
Promoters 86%
Neutrals 73% • Promoters are more than 3x
Detractors 53%
as likely as Detractors to work in
In relation to organizations where leaders have
direct competitors,
my organization discussed improving capabilities in
is high-performing/ the past month.
leading or
competitive. • 61% of Promoters have been
69%
Overall trained on using a new technology or
digital service in the past six months,
Source: 2020 Deloitte-MIT Sloan Management Review future compared with 18% of Detractors.
of the workforce global survey.
There is also a clear difference between Promoters’ as a way to better create value for individuals and
and Detractors’ perceptions of internal opportunity. the organization. “The No. 1 thing that we’re doing
Compared with Detractors, more than twice as is cultivating a mutual dependency, making sure
many Promoters (69 percent versus 32 percent) that we are putting them in a position where they
agree that it’s just as easy or easier to get a job are able to stay on that technological cutting edge,”
inside their organization as outside it, while more says one executive. “If we don’t, our people will
than half of Detractors say it’s easier to get a job leave. They recognize, more so than ever before,
outside their organization. Opportunity shortfalls they’re investing in themselves. And I believe they
tend to invite low morale, low productivity, are taking more control and more accountability
and attrition. for their own development.”
LOOKING THROUGH THE HR software and services company Ceridian also

OPPORTUNITY LENS values mobility and development, but Chief People
Meeting an enterprise’s need for new skills is and Culture Officer Lisa Sterling notes that
different and distinct from enabling opportunities employees must accept greater responsibility for
for workers to have new experiences and learn their careers and take the initiative to invest in
from them, develop and apply valued skills, and them. “We have to provide opportunities for people
move seamlessly and friction-free to new roles in to be invested in,” she says, “but people have to
the organization. Executives we spoke with take the initiative themselves to seek out and prove
consistently asserted that they felt the best way to their worthiness for that investment.”
accomplish the former was by committing to the
latter. They emphasize the importance of providing That’s agency. If workers believe that opportunities
opportunities so that workers can develop in ways are genuine, valuable, trustworthy, and accessible,
that both they and the company value. they will likely feel empowered to pursue them.
Psychological safety is critical for workers to both
Schneider Electric, for example, maintains a perceive and take advantage of opportunities.2
continually updated system of reference that According to Nobel laureate Amartya Sen, agency
catalogs the skills necessary for each job is essential to human flourishing and depends on
organizationwide. The company also methodically the ability to achieve goals that one has reason to
seeks input from employees about which skills value.3 Effective strategies for reskilling, retention,
they’re most interested in acquiring. “Available and mobility reconcile the values of leaders and
analytics could tell us what skills are in demand, their workers.
what skills employees want to learn, and what
skills are the ones that are withering away and not Our research highlights three key factors that can
being used anymore,” says Andrew Saidy, enable opportunity-centric enterprise success:
Schneider’s vice president of talent digitization.
• A clear leadership vision for how the human
The workforce opportunities Schneider offers will
workforce will create value.
be increasingly informed by that data.
• A cultural shift recognizing and rewarding
A payroll company we spoke with explicitly and individual initiative and agency.
systematically offers new opportunities to workers
50 FUTURE OF WORK
• Access to tools and resources to boost example matters enormously. Workers are more
competencies, self-investment, and shared likely to take advantage of learning opportunities
development interests. when their leaders take training themselves.
At properties where the general manager (GM)
LEADERSHIP COMMITMENT TO completed a particular training curriculum on the
BUILDING OPPORTUNITY company’s new just-in-time Digital Learning
Leadership is crucial to ensuring a healthy flow of Platform, observes Global Chief HR Officer Ty
talent across an enterprise, says Ceridian’s Sterling. Breland, over 80 percent of staff followed suit.
In the past, some leaders at Ceridian were When the GM failed to complete the training, in
reluctant to encourage workers to take their skills contrast, less than a third of staff typically
to other parts of the organization. Now, she says, completed it.
leaders understand that “we actually drive greater
productivity from people in their current roles More significantly, the properties where GMs and
when they can do other things that they’re staff successfully completed training proved more
passionate about and excel at.” Exercising agency competitive than their undertrained cohorts.
around opportunity can unlock economic value “Those properties with GMs that lean in and invest
and human potential. in their people, and really help them with their
development, those properties outperform,”
At Henry Ford Health System, Sarah Sheffer, Breland says.
director of strategic workforce planning, has a
directive to help leaders: “Start to think not just, CULTURE CHANGE THAT
‘Somebody has left; I have an open seat and need EMPOWERS WORKERS
this position filled ASAP,’ but rather, ‘How can we When DBS Bank launched a digital curriculum
start thinking about skills of the future? What will to retrain more than 20,000 employees, the
this person’s job look like in the next year or culturally sensitive company wanted to ensure
two years or three years?’ It’s a that every employee understood, embraced, and
leadership mindset that needs to shift.” embodied the changes in addition to building new
digital capabilities and competencies.
Marriott International, the
multinational hospitality company, “We embarked on an organizationwide cultural
discovered that leadership by intervention to equip and enable every single
individual to be comfortable with new digital
skills,” says Ying Yuan Ng, DBS’s chief learning
officer and group COO, human resources. The
curriculum’s dual purpose is clearly understood:
to benefit the bank’s bottom line and demonstrate
to employees that digital disruption creates new
opportunities for them. “We want our employees
to know that ‘DBS supports me in transforming
myself both as an employee and an individual,’”
Ng explains. “We invest heavily in our people.
Our philosophy is to leave no one behind.”
ACCESS TO PERFORMANCE people to learn quickly and

IMPROVEMENT RESOURCES thus move into better
Performance management techniques may foster positions more quickly,
agency and unlock new business opportunities, “microcredentials unlock
but they can also undermine workers’ sense of more opportunity.”
agency and subvert business results. A recent
Domino’s pilot illustrates this tension. In 2019,
the company piloted a “pizza checker,” which A new frontier for
uses AI-enabled in-store cameras to monitor the human capital management:
quality of every pie created at a specific shop.
Opportunity marketplaces
The intention was to share data with workers to
improve their pizza-making skills and overall Organizations differ in how systematically they
performance. Donald Meij, group CEO and create and allocate opportunity. More systematic
managing director, acknowledges that employees approaches use opportunity marketplaces to
initially had a “deep-seated fear” that the enable opportunity creation, communication, and
company’s intention was to cut jobs and use. These markets have a structure and purpose
implement surveillance. But his team persuaded that encourage and allow workers to exchange
employees that the monitoring was an opportunity their labor for opportunity, not just for price. Well-
for them “to feel better about their jobs because designed opportunity marketplaces align employee
they can execute better,” explains Meij. In fact, capabilities and ambitions with the company’s
Domino’s stores with pizza-checker technology operational and strategic aspirations.
significantly improved their customer ratings. As a
result, Meij says, “there was pride in the business WHAT IS AN OPPORTUNITY
at a different level from what we had before.” MARKETPLACE?
Opportunity marketplaces facilitate successful
One Massachusetts-based private employer uses exchanges between organizations and their
a microcredential created by Southern New workers around defined opportunities for
Hampshire University (SNHU) to improve the professional development, training, mentorship,
performance of nonclinical front-line health care project participation, networking, promotion,
workers. “These are entry-level, hourly diversity, and inclusion. Defining how and why
employees,” SNHU President Paul LeBlanc specific resources, such as training, compensation,
explains. “Seventy percent of your interactions and tasks, are converted into opportunities to
with health care systems is with that workforce, provide the mechanisms and rationale for a given
but it’s the group with the highest turnover rate opportunity marketplace becomes key.
and the lowest patient satisfaction rate. This
organization knew that it needed that group to be Effective opportunity marketplaces require
better, and it wanted a strategy to help develop that individual initiative and clearly articulated
and retain them. We developed a microcredential strategic enterprise priorities align with and
that stacks into an associate’s pathway in the reinforce each other. They consequently bring an
Health Administration discipline. The increase in personal agency and more expansive
organization likes it so much, it’s rolled it out views of opportunity, from the perspectives of
across its system.” LeBlanc says that by enabling employees and employers alike. These markets
52 FUTURE OF WORK
empower workers to evaluate, choose, and act on and the organization (see sidebar, “Schneider
opportunities; they incent people to better invest in Electric creates an opportunity marketplace”).
themselves. In turn, opportunity marketplaces can The organization as a whole becomes more efficient,
provide an enterprise with actionable data and valuable, and productive.
analytics about which internal opportunities their
people value. Successful opportunity marketplaces Opportunity marketplaces, like any fairly designed
facilitate a fair exchange that benefits both workers market, are about mutual gain.
SCHNEIDER ELECTRIC CREATES AN OPPORTUNITY MARKETPLACE

Schneider Electric’s Andrew Saidy is well aware that most people don’t understand his job title. The
vice president of talent digitization at the global energy management company explains his role this
way: “I help generate revenues by launching technologies that ensure our employees work more
efficiently, they remain with Schneider, and their engagement levels go up.”
The French multinational, founded in 1836 as Schneider & Cie, employs a 135,000-person workforce
and has a presence in more than 100 countries (with more employees in the United States than
anywhere else). It’s a legacy company, but it was compelled to disrupt legacy personnel practices
when analytics revealed that nearly half the employees who left the organization did so because
they felt they had no sufficient visibility to future growth opportunities.
At Schneider, the hard- and soft-dollar costs of attrition led the company, in 2018, to launch its “open
talent market,” which uses AI to match employees with short-term projects, stretch assignments,
side gigs, full-time roles, and mentors. As Schneider HR Vice President Amy deCastro explains, “We
are creating an internal market that wasn’t there before, and it’s a market that employees can take
advantage of instead of going out into the external market.”
Analytics drive the opportunity offerings in Schneider’s internal market, an AI-powered platform
created by HR tech startup Gloat. This opportunity marketplace, in turn, generates a wealth of data
for Schneider about its employees’ skills and interests, ensuring explicit and measurable alignment
between internal opportunities and Schneider’s broader strategic aspirations. It also primes
employees to fulfill the priority of better meeting and exceeding client expectations.
Importantly, the platform’s analytics aren’t used to dictate career paths but to enable agency and
choice: Employees are expected to take the initiative. “We’ve always told our employees that they
own their careers, that they are in the driver’s seat,” Saidy says. With its opportunity marketplace,
Schneider’s workplace culture has become more dynamic and responsive so that employees find it
easier to invest in themselves. This commitment goes beyond retraining and upskilling: Schneider’s
opportunity market can guide talent to projects aligned with their own sense of purpose and goals.
Although precise data is not yet available, Saidy says attrition has decreased in areas where the
opportunity market has been launched. A vice president of talent digitization might indeed be an
unusual organizational role, but when “talent digitization” represents a strategic investment in
human capital, it has a compelling rationale. Saidy sees that rationale this way: “If you’re doing
your day-to-day job and you’re not doing anything else, you’re not acquiring new experiences. Our
purpose is to create new opportunities for employees to acquire new experiences and skills.”
ENHANCING WORKER AGENCY ALIGNING WORKERS WITH STRATEGY

CAN BUILD VALUE Rich and vibrant opportunity marketplaces don’t
Opportunity marketplaces function properly when just encourage high performers to keep their skills
workers want to pursue new endeavors and are and knowledge within the organization; they can
empowered to succeed. With a strong sense of also improve contributions from “average” workers.
agency, workers take the initiative to pursue Ceridian’s Sterling has seen opportunities for
opportunities that they and the organization deem mobility transform average workers into except-
valuable. Without worker agency, opportunities ional ones. “Some of those people who may be
can go unclaimed or become a source of frustration doing average work become exceptional as other
for workers (and the enterprise). Opportunity opportunities come into play and they are recast
marketplaces coordinate an organization’s within the organization,” she says. Opportunity
provision of valuable opportunities with the marketplaces can empower both talented and
worker’s choice to pursue meaningful goals. typical performers, increasing the overall value of
human capital and improving value creation in
What does this look like in practice? Facilitating the enterprise.
supportive and targeted just-in-time training at
Marriott International can change associates’ Cass emphatically asserts that the choice between
willingness and ability to invest in themselves. investing in the workforce and returning
Offering “what they need, when they need it, shareholder value is a “false dichotomy.”
how they need it,” observes Marriott’s Breland, Opportunity marketplaces, like any fairly designed
is deliberately framed as an opportunity for market, are about mutual gain. To ensure that
associates to improve job performance by quickly these gains advance strategic value creation, our
getting up to speed on the hospitality provider’s research indicates that leaders from across the
growing portfolio of digital innovations, such as organization (HR, CEO, CFO, chief strategy officer,
mobile check-in and digital concierge services. and senior business unit leaders) link opportunity
“That’s our goal,” Breland says. “We want our with strategy, operations, and people. They
associates to feel confident when they’re engaging champion opportunity as the most effective and
in a task, an interaction, or with a customer.” ethical way to invest both in their people’s future
development and in the companies’ strategic
Offering greater access to the latest digital/ success. Leaders forge links between the values
technological advances at one HR software the organization espouses and the internal
company is designed to motivate workers to build opportunities it supports. Schneider Electric, for
their capabilities and helps the company retain example, essentially created an internal gig
people with the skills it values. “We’re able to economy to increase engagement, decrease
do two things,” says one of their corporate vice attrition, and encourage continuous education
presidents. “We afford our folks an opportunity and mentorship.
to learn about the latest techniques, the latest
frameworks, the latest development movements, THE AGENCY-OPPORTUNITY
and also reinforce to them that, yes, we’re keeping CONNECTION
them on the cutting edge.” A healthy relationship between agency and
opportunity is fundamental to any functioning
54 FUTURE OF WORK
opportunity marketplace. An integrated 2×2 and internal mobility. Leadership tends to treat
framework shows how organizations and their workers as whole people with lives outside work,
leaders might describe their own opportunity not just as “minds and hands.” Both high-level
marketplace cultures (figure 6). The vertical y-axis and average performers appreciate that internal
represents worker/individual agency: Does the opportunities may reliably lead to better profess-
employee have the ability to see, explore, select, ional development outcomes than external job
and act upon a desirable opportunity? The searches. Empowered workers bid, like consumers,
horizontal x-axis describes the breadth, depth, and on supplied opportunities that they, and their
vibrancy of opportunities such as training, employers, value.
education, projects, and jobs. Different
organizations will have different opportunity The lower-left quadrant features workers with little
profiles, depending on their competencies, agency and companies with shallow, sparse, and/or
capabilities, strategies, and values. opaque opportunity marketplaces. Organizations
in this quadrant struggle to attract and retain new
The desirable upper-right quadrant features talent and fill skills gaps. Many workers are not
workers largely with the freedom, autonomy, and motivated to pursue (or “buy”) what little
motivation to invest in themselves. They have opportunity their enterprise has to offer. Workers
access to a broad portfolio of opportunities across here are typically assigned and/or told what to do;
an organization that clearly understands the indifference is more rational than taking initiative.
motivational and developmental power of Our research indicates that companies in this
opportunity. These companies take mentoring and quadrant mandate reskilling/upskilling.
coaching as seriously as they take transparency
FIGURE 6
The worker agency-organizational opportunity model

Worker outcomes: Satisfaction Motivation to perform Alignment with strategy
Weak opportunity Strong opportunity
Dissatisfied/frustrated Satisfied
High agency Limited performance options Empowered to perform
Poor alignment Strong alignment
Indifferent/low motivation Frustrated/confused

Low agency Minimum performance Highly variable performance
Poor alignment Poor alignment
Performance management is often decoupled from The upper-left quadrant features employees with
leadership and development sensibilities. greater agency but limited options. Career options
tend to be prescribed paths; the most talented and
To advance toward the upper-right quadrant, capable workers tend to look outside for opportun-
executives accustomed to imposing plans may ities. Silos rule. Limited internal mobility and
need to sacrifice control for influence; workers increasing skills gaps lead to higher attrition,
accustomed to compliance-based reviews and especially among high performers. Opportunity
rankings are, paradoxically—even perversely—told scarcity challenges typical workers: Complacency
that they must take greater initiative. Opportunity often sets in. Breaking dull routines, rather than
marketplaces represent true cultural and structural seeking out uplifting professional development or
workforce disruption for these organizations. increasing personal productivity, becomes a
motivator. (Based on our survey responses and
The lower-right quadrant has workers with little interviews, we infer that acculturation to low-
agency but companies with richer and more opportunity environments is a workplace
extensive opportunities. Employees consider what demotivator; it’s akin to being in a store that has
internal options are worth pursuing, but they likely little worth buying.)
rely on their supervisor, HR, an internal champion,
and/or a formal approval process to take advantage
of them. Workers take little initiative or have little Limited internal mobility
motivation to acquire offered opportunities, even if
opportunities are plentiful. Top management here
and increasing skills gaps
prioritizes top-down planning over worker lead to higher attrition,
empowerment. Deciding whether to hire from
within or recruit new talent is a constant concern
especially among high
and thorny operational trade-off. performers.
To advance, these companies confront the
challenge of empowering their people. “We’re a CREATING NEW DATA-DRIVEN
pretty big organization,” says Henry Ford’s Sheffer. EFFICIENCIES
“We tend to get very siloed in our area of focus and Opportunity marketplace data and analytics have
deal with the same people on a regular basis. When the power to reveal what opportunities are most
we need to branch out and find someone who appealing, desirable, undervalued, and/or
might have special expertise, we like to try to look misunderstood. With opportunity metadata (i.e.,
internally first and then offer it as an opportunity meaningful tags applied to opportunities), leaders
for somebody to flex that strength. Or if it’s a and managers may find identifying talent easier.
development opportunity, perhaps that individual— Workers can get more-personalized recommend-
or that person’s leader—could help guide them to ations about what opportunities are best for them,
different projects or initiatives that would allow including training, development, projects,
them to grow.” mentoring, and coaching.
56 FUTURE OF WORK
Opportunity marketplace data and

analytics have the power to reveal
what opportunities are most appealing,
desirable, undervalued, and/or
misunderstood.
This “appification” of opportunity marketplaces, Creating an opportunity

where users peruse job opportunities like they marketplace in your
would movie or shopping choices, has enormous
organization
repercussions for how leaders develop
opportunities and present their strategies and Identifying your starting place is an essential first
cultural perspectives. Opportunity marketplace step toward creating an opportunity marketplace.
data could powerfully shape human capital Traditional “engagement indices” or “morale
analytics. The ability to track opportunities surveys” are typically insufficient proxies for both
that excite interest and those that fail to meet opportunity and agency.
expectations lets leaders dig deeper: Are
opportunities ignored because they are poorly 1. Consider developing your own
defined, or because their managers and teams opportunity index4 to determine the health
have poor reputations? Are talented workers more of opportunity and agency in your organization.
interested in acquiring new skills, new roles, The following questions provide a template for
or new challenges? Which experiences, groups, how to understand workers’ and managers’
teams, or functions are consistently sought after perceptions of opportunity and agency.
by the best talent?
• Are your workers satisfied with available
Informed by enterprise data and analytics, internal opportunities for job and work
opportunity marketplaces can offer actionable assignments, mobility, personal growth,
advice and recommendations to employees and skills development, and promotion?
management alike: “Workers like you considered
these opportunities” or “Workers who explored • Are your workers satisfied with their ability to
opportunity x also looked at opportunity y.” act on these available opportunities? Do your
Effective opportunity marketplace design, in other processes and culture encourage or discourage
words, can help ensure efficient matches between opportunity and mobility?
individual and organizational preferences and
priorities. Depending on market regulation • Are you satisfied that your manager’s mindset,
and design, opportunity metadata can link to incentives, and performance indicators
references, reviews, and relevant performance encourage and support opportunities, growth,
analytics. This data-driven opportunity and mobility?
marketplace sensibility goes far beyond digital
job listings, course catalogs, and/or “employees 2. Create processes to identify
you may know.” It brings a customer-centric opportunities for your opportunity
sensibility to managing the workforce. Much as marketplaces. Forecast your talent needs and
digitalization enhances customer choices and use opportunity-index data to inform what
opportunities, digitalization can—and should— opportunities are created, to whom they are
productively enhance workforce choices and offered, and how. Identify who will manage
career opportunities. your opportunity marketplaces, and ensure
58 FUTURE OF WORK
that your senior team agrees on how these a modified way, with more flexibility or choice
markets are to be governed. Ensure that your to define what the job looks like. Demographic
organizational culture supports the operation factors merit consideration.
of these markets. For example, cultivate
cultural norms that reward managers for Embracing opportunity marketplaces
supporting the free flow of talent across the represents a truly fundamental shift in how
enterprise rather than norms that reward most organizations can maximize returns
managers for hoarding talent. on human capital investment. It recognizes
the workforce as a uniquely human resource.
3. Address how different workforce It demands a shift in core workforce
demographics value opportunity. Today’s management practices such as workforce
workforce comprises multiple generations of planning and deployment, and performance
workers. Each generation may value a given management and development. Leaders
opportunity in different ways. Recent data accustomed to compliance and control should
suggests that “unlike their millennial lead through influence and create options for
predecessors, Gen Z [workers] … actually workers, in much the same way that companies
want to make a long-term commitment to your attract and create options for customers.
company. So your company better be prepared Practices that support workers’ growth within
to give this upcoming generation the stability the company and the promotion of top talent
and opportunity of accessible internal should be driven by opportunity rather than
mobility.”5 Will older workers with retirement prescribed career paths. With this opportunity
in their sights feel as strongly about seizing approach, organizations and their people are
opportunity as younger workers? Some may better able to recognize that their mutual
actually want to extend their careers for the success depends on ever-smarter investment
opportunity to gain new skills. Other older in themselves and each other. •
workers may want to extend working, but in
Read the full article, Opportunity marketplaces: Aligning workforce investment and value
creation in the enterprise, on www.deloitte.com/insights.
MICHAEL SCHRAGE is a research fellow at the MIT Sloan School of Management’s Initiative on the
Digital Economy. He is based in New York City.
JEFF SCHWARTZ, a principal with Deloitte Consulting LLP, is the US leader for the Future of Work and
the US leader of Deloitte Catalyst, Tel Aviv. He is based in New York City.
ROBIN JONES is a principal with Deloitte Consulting LLP specializing in organization and workforce
transformation consulting. He is based in New York City.
DAVID KIRON is the editorial director of MIT Sloan Management Review. He is based in Boston.
NATASHA BUCKLEY, Deloitte Services LP, is a senior manager with Deloitte’s Center for Integrated
Research. She is based in Boston.

The beaten path won’t get you there:
A pragmatic pathway for redefining work
New technologies and flexible business models leave organizations facing an unsettled, multifaceted
future. Learn how organizations can take advantage of this opportunity to redefine work—and create
more bottom-line value.
Visit www.deloitte.com/insights/beaten-path
60 IN BRIEF
Digital health
technology
A CASE STUDY OF HEALTH
CARE TRANSFORMATION
T
HROUGHOUT THE WORLD, many health
care systems struggle with affordability,
inequitable health care access, uneven
outcomes, and increasing demand for services
from growing populations with longer life spans.
Fortunately, technology can help the health care
industry meet these challenges. The thoughtful use
of health information and digital technologies can
not only assist in individual patients’ care, but also
help support population health goals, improve the
consumer/patient experience, and drive insights
into health conditions.
An example from Chile shows how technology

can be used to improve patient outcomes while
reducing care costs. Close to 5 million people in
Chile have chronic health conditions;1 chronic
conditions lead to millions of deaths worldwide
each year while generating enormous costs. The
health management company AccuHealth Chile
has pioneered the use of AI-powered remote
monitoring in Chile to help in the management
of these patients.
Digital health technology 61
AccuHealth’s kits consist of sensors and tablets that guide patients through
biometric data collection (blood pressure, glucose levels, weight, and other
indicators) and quick survey questions. The kits can be customized for different
conditions (diabetes, hypertension, chronic obstructive pulmonary disease, and
even post-acute care) and use on-market clinically validated devices.
Unlike traditional approaches, AccuHealth performs real-time remote monitoring,

using its AI to stratify patients so that the company’s health coaches can prioritize
high-risk patients and those in immediate need of intervention. Trained on
deidentified records of 2.4 million Chilean patients,2 AccuHealth’s algorithm
segments patients based on health trends and psychological and sociological
profiles to identify high-risk patients. This can enable health coaches to
concentrate on those for whom the impact of monitoring is likely greatest,
decreasing the cost and effort involved in managing populations.
AccuHealth reports that its solution has led to a 32 percent reduction in inpatient
visits and a 15 percent reduction in emergency visits in a payer’s population.
Additionally, it has led to a 41 percent decrease in costs associated with medical
leaves, a major expenditure for payers in Chile. On average, private payers see a
35 percent savings from the AccuHealth solution.3
As similar technologies gain traction among patients and caregivers, they are
moving the health care industry as a whole from a focus on curing illness to a
focus on prevention and well-being. We envision a future of health, enabled by
technology, in which care will be organized based on consumers’ needs as opposed
to health care organizations’ needs, and most care delivery takes place outside of
health care facilities—in people’s homes, work, school, and in the community. •
To learn more, read the full report, Digital health technology:
Global case studies of health care transformation,
on www.deloitte.com/insights/digital-health-technology.
62 HEALTH CARE TRANSFORMED
Patient engagement 2.0 63
HEATH CARE TRANSFORMED
Patient
engagement 2.0
HOW LIFE SCIENCES COMPANIES CAN TAKE
PATIENT ENGAGEMENT TO THE NEXT LEVEL
MARK LUSH, CHRISTOPHER ZANT, SHERILYN NOTTE

TUTHILL, AND ALICIA SADDOCK
A RT B Y R O C C O B AVI E R A
In our 2016 article Patient engagement strategies in a digital environment, we

described life sciences companies’ essential opportunity to make a meaningful
impact on patients’ lives by engaging more closely with them.1 At that time,
various technologies were being launched to help make patient engagement
more holistic and seamless across the spectrum of emergent tools, including
patient services platforms, wearable monitoring devices, mobile wellness apps,
and the like.
Many life sciences companies were embarking on well-intentioned silos, yet detached from patient
transforming their organizations, people, processes, marketing campaigns and communications.
and platforms to strengthen patient engagement Companies and brands are now focusing on human
with a focus on optimizing therapy adherence and experience and patient-centricity in an integrated
patient health outcomes. fashion,2 aiming to execute patient marketing,
communications, and support services with a
Four years later, the pursuit of a seamless, continuous, informed, and humanistic approach—
meaningful patient experience still remains a top one that senses and responds to patients’ and their
priority for all participants in the health care families’ needs in all the moments that matter
delivery ecosystem, including life sciences across the journey from diagnosis and therapy to
companies, health care providers, health care recovery and wellness.
payers, and others. With this mission remaining
steadfast, additional considerations related to Now that patient data can be collected in new
patient marketing, patient data and security, ways across both well-known channels (such as
global operations, organizational impacts, and doctor visits, patient calls, and email) as well as
other factors are driving further evolution in omnichannel connected and wearable devices,
patient engagement strategies, even as they updated standards for securely managing this
become more critical. information are also at the forefront of life sciences
companies’ strategies for interacting with patients.
The 2016 focus on traditional “patient services”— Patient privacy and other regulatory requirements
including capabilities for patient enrollment, for managing patient health information (PHI)—
patient education, financial assistance, patient such as Europe’s General Data Protection
therapy, and clinical programs—has evolved to Regulation (GDPR) and the California Consumer
encompass a broader scope of services to engage Privacy Act (CCPA), or regulations for products
patients in new ways. In four years of ongoing being classified as “software as a medical device”
societal and cultural consumerization, patients (SaMD)—were once viewed as “nonstarters” for
have increasingly come to expect cohesive digital innovative programs and devices. Today, however,
solutions that protect the data they provide and such regulations are now more clearly understood,
use it responsibly to optimize their health and leading life sciences companies are planning
outcomes. Gone are the days of settling for stand- for them as part of their product launch, marketing,
alone patient services programs, operating in and engagement strategies.
As more solutions across the patient life cycle are omnichannel brand-level experiences that drive
created both in the United States and globally, improved patient education, onboarding, and
the question for life sciences companies is shifting adherence to maximize therapy efficacy.
from “How do we stand up basic
patient engagement capabilities,
primarily to serve our patients’
How can we create a holistic patient
needs after they have been engagement capability ... supported
diagnosed?” to “How can we create
a holistic patient engagement
by enabling technologies, secure data,
capability that seamlessly combines and a unique experience personalized
communications, marketing, and
education with services to support to meet each patient need?
onboarding, therapy, financial
assistance, clinical trials, and optimal adherence- Also, in 2016, we observed the opportunity for
based outcomes, all supported by enabling leading life sciences companies to step into the
technologies, secure data, and a unique experience void by establishing self-owned patient engagement
personalized to meet each patient need?” We capabilities. These patient engagement offerings
believe this latter question is more relevant than have become more robust and innovative. Indeed,
ever, requiring a deeper evaluation of how to in addition to pharmaceutical companies, health
achieve a “patient engagement 2.0” capability. systems, providers, and payers are also vying to get
patients to engage with their own platforms, tools,
and systems, typically leveraged from leading
Market trends shaping enterprise cloud-based platform companies. This,
the landscape however, can create issues. Today, patients being
prescribed a new drug may be asked to enroll in
In 2016, we presented a patient services maturity their health care provider’s (HCP’s) hospital or
model that highlighted “table stakes” patient clinic patient engagement system, the life science
engagement offerings, including educational company’s patient engagement program, and a
materials, access to providers, startup assistance, wellness application from their health insurance
and reimbursement support. Now, these services company, leading to a potentially overwhelming
are essentially the norm. Life sciences companies and conflicting patient experience despite the best
have increased their investment in patient-facing intentions by all participants. The opportunity here,
programs to accompany new product launches and though potentially complex, is to coordinate these
to bolster both existing products and products diverse engagement tactics into a seamless
facing end-of-life patient protection. As the market orchestration of touchpoints with the patient
continues to experience pricing pressures and with the unified purpose of supporting optimal
patients become more informed and open to health outcomes.
changing therapies, pharmaceutical companies are
continuing to invest in creating a differentiated Adding to this influx of patient engagement
patient experience; for example, transitioning from offerings, which many companies are offering at
all-in-one “brochureware” websites to interactive, the brand level for larger, “blockbuster” drugs,
life sciences companies are now also developing transparency, advanced analytics, and better
patient engagement programs that are not linkages between clinical data and real-world data.
product-specific, but tailored to a specific
therapeutic area to increase disease awareness
and provide support to patients before they are Demand and supply: The
prescribed therapy or even diagnosed. convergence of omnichannel
Examples include AbbVie’s “SpeakENDO”
patient marketing and
program to encourage women to seek treatment
for endometriosis, the Amgen/Novartis
patient services
“#SpeakYourMigraine” program to help migraine We mentioned above that life sciences companies
sufferers seek important information and are pursuing a more holistic array of patient
assistance, and Novartis’s “Eyelove” program to engagement capabilities. In particular, patient
raise awareness for chronic dry eye. These marketing and communications now play a key
programs make support materials available to any role in helping patients, their families, and care
patient, although they do still have a marketing providers better understand how a given drug
lens, as the companies offer branded treatments therapy is relevant. This is the front-end, “demand
for these conditions. The next step that we see side” of the patient engagement experience that
some companies exploring is the formation of has emerged in recent years: Companies are using
partnerships with advocacy groups with the goal enterprise marketing technology platforms to
of bringing a single solution to an entire disease engage, educate, and onboard patients much
state population, regardless of what drug they are earlier in the disease life cycle in an effort to
prescribed. However, such programs are still in drive better health outcomes. These “martech”
the exploratory phase, as they are driving platforms provide key omnichannel capabilities
companies to develop new and nontraditional for communicating with patients, families, and
reimbursement models to fund them. providers, including email, SMS/text, and mobile/
wearable device integration. Through such
The idea of life sciences companies offering platforms, life sciences companies can enable and
solutions broadly to benefit an entire patient deliver product information, HCP collaboration,
population, rather than only to those patients therapy scheduling, dosage reminders, financial
prescribed their brand, reflects the industry’s assistance, and other activities.
continued shift to value-based care, which
provides reimbursement based on improvement Importantly, these capabilities equip life sciences
in patient outcomes. As part of this shift, companies with more relevant and timely patient
companies have needed to expand their organi- data, helping them to better understand unique
zational capabilities to collect and analyze real- patient needs (such as their channel preferences
world data for regulators and payers (that is, data or behavioral tendencies). Better data can help
from a variety of postmarketing sources such as companies integrate patient marketing efforts
electronic health records, disease registries, and with the “supply side” of patient engagement—
at-home patient-reported data). Managing the life the ability to provide patient services capabilities
cycle of these new sources of data, which have such as therapy administration, appointment
historically been siloed, will require increased reminders, financial assistance, and clinical
programs at the quality and scale needed to meet
the demand created by patient communications The patient journey illustrated in figure 1
and marketing. Through such experience- and illustrates the growing convergence and cohesion
data-driven platforms, companies are aiming to of demand-side patient marketing and supply-
“hyper-target” patients based on disease state or side patient services to enable a more holistic
other relevant data, then rapidly respond through patient experience.
the patient’s preferred channel to provide timely
communications that aid the care process.
FIGURE 1
Patient marketing and patient services are converging to deliver a more

holistic patient experience
Patty has battled osteoporosis for ENGAGEMENT

CHANNELS
over a decade with limited results Computer
Mobile
AWARENESS Direct mail
Email
Patty visits her doctor,
who prescribes a new
osteoporosis medication
DIAGNOSIS AND ENGAGEMENT
Patty receives a real-time Patty signs up for injection

welcome email with relevant reminders and selects her preferred
content for her journey communication channels
ADHERENCE
Patty is mailed a welcome Patty receives text messages

kit about her medication and/or a call reminding her about
brand with product details her upcoming injection appointment
Patty continues to receive personalized

communications throughout her therapy. Patty receives her first injection,
The platform tracks Patty’s progress, and sends with future appointments and
her ongoing updates about her care options reminders to occur
EFFICACY

Platforms such as these are allowing life sciences Telehealth. Providers can expand their offerings
companies to continually improve their inter- to include at-home care for patients to receive
actions with patients and their care network routine check-ups, as well as mobile-enabled
through ongoing insights and testing. As life hospice care with on-call capabilities that are
sciences companies aim to share more of their aligned with therapeutic call centers and local
patient marketing and services insights with care partnerships. Through these offerings, patients
providers to improve patient care, this continuous could interact with providers in real time without
learning cycle allows providers to gain greater waiting weeks for appointments, thereby
insight into the patient’s needs, interact on a more accelerating therapy adherence and the overall
relevant (not necessarily frequent) basis, and healing process. Similarly, health care providers will
deliver more personalized care to optimize therapy be able to provide virtual care to mobility-impaired
adherence and efficacy. or remotely located patients. It is interesting to note
that the COVID-19 pandemic, despite the societal
Supported by these core patient platforms, trauma it has inflicted, may have enhanced the
additional opportunities to complement patient opportunity to expand telehealth by increasing
marketing and patient services capabilities include: patients’ and providers’ acceptance and adoption of
telehealth capabilities such as videoconferencing
Digital coaching. Patients can receive interactive and remote diagnostics and care, though the level of
care directly from their mobile devices through long-term adoption remains to be seen.
apps that enable them to select and
share information with their HCP
and other care providers in a variety
Engagement platforms are offering
of areas, including medical, patients more options when it comes
to managing their privacy.
nutrition, fitness, and rehabi-
litation. Wellness coaches can
provide fully integrated and
personalized care plans based on patient needs, Artificial intelligence. Life sciences companies,
helping to increase patient accountability to drive health care providers, and health care payers
adherence to treatment. should all seek to increase their investments in
artificial intelligence (AI) and machine learning
Privatized health information. Engagement (ML) platforms. These technologies can leverage
platforms are offering patients more options large patient data sets to identify key insights that
when it comes to managing their privacy, allowing can inform more relevant patient communications,
them to tailor what information they share with enable better point-in-time care, execute
providers/caregivers and giving them the ability to improved clinical trial programs, and generate
manage personal goals in line with care plans. This more efficient patient case management at higher
provides a layer of protection for private health volumes over time.
information, and it also affords patients greater
control over how they mobilize their care Crisis detection and response. Patient
ecosystem to support them through diagnosis, engagement platforms could help health
therapy, and recovery. professionals manage public health crises by
providing communications with key patients and As a further encouragement to life sciences
the general public. For example, the Takeda companies to put such capabilities in place,
Pharmaceutical Company, a leader in blood recent Deloitte Center for Health Solutions
plasma-based therapies, is using patient research provides evidence that patients are
engagement technology to help recovered COVID- increasingly open to next-generation patient
19 patients register online and potentially donate engagement channels, tools, and techniques
blood plasma for ongoing research in pursuit of a involving virtual care, robotic surgery, AI,
COVID-19 vaccine. More generally, the COVID-19 biosensors, and even drones to deliver
pandemic crisis has pushed companies to use prescriptions (figure 2).
patient engagement capabilities to rapidly
reimagine the care delivery process, condense the What’s more, our research also shows that the
testing and drug approval processes, and expedite move to virtual services had already been
logistics to distribute care across geographies out welcomed by many patients worldwide prior to
of pure necessity for the general public welfare. the pandemic (figure 3).
Patients are increasingly open to

next-generation patient engagement
channels, tools, and techniques
involving virtual care, robotic
surgery, AI, biosensors,
and even drones to
deliver prescriptions.
FIGURE 2
Consumers are willing to try out emerging technologies such as robotics, AI,
drones, and sensors to manage health conditions
Technology is changing the way health care is delivered. Imagine you found yourself in each of the
following situations. How willing would you be to try the following?
You need a surgical procedure. How willing would you be to use a surgeon who is assisted by a surgical robot in the
operating room?
Australia United Kingdom Canada Denmark Netherlands Germany Singapore
33% 35% 34% 39% 38% 33% 30%
You are having symptoms that might be related to a serious condition, such as Parkinson's disease. How willing would you
be to use a virtual nurse assistant (for example, Alexa or Siri) in your home that uses AI to diagnose the type of illness you
have and suggest what the next treatment or when the next doctor visit should be? This would save you a visit to the doctor.
25% 26% 30% 24% 25% 22% 35%
You are a caregiver. How willing would you be to use robots to help monitor an older adult or close relative who was
having difficulty staying at home because of a health condition?
31% 31% 34% 30% 30% 32% 41%
You are taking daily medications. How willing would you be to use voice assistants (such as Alexa or Siri) to offer
medication reminders?
34% 37% 37% 34% 31% 33% 41%
You need to get medication. How willing would you be to use a service that utilizes a drone (an unmanned aerial
vehicle) to deliver prescription medication to your home from a pharmacy?
35% 34% 37% 44% 33% 40% 43%
You are taking daily medications. How willing would you be to use facial recognition on a smartphone or tablet to help
you track that you took your medication as prescribed?
30% 32% 32% 32% 26% 23% 37%
You are a healthy, active adult but have a family history of heart disease. How willing would you be to wear a sensor the
size of a paper clip in one of your arteries that would warn you when you are at risk of a heart attack or a stroke?
37% 41% 39% 44% 32% 34% 37%
Note: Chart shows the percentage of respondents who answered 4 or 5 on a 5-point scale, where 1 is “not at all willing”
and 5 is “extremely willing.” The questions were not asked in the United States.
Source: David Betts and Leslie Korenda, A consumer-centered future of health: Deloitte’s 2019 global health care consumer
survey finds evidence that the future is now, Deloitte Insights, November 21, 2019.
FIGURE 3
Patient satisfaction rates for virtual visits are high in many global markets
Overall, how satisfied were you with the care you received on your virtual visit/consultation?
Not at all or only slightly satisfied Somewhat satisfied Completely or very satisfied
Australia
18% 38% 44%
United Kingdom
13% 41% 46%
Canada
16% 40% 44%
Denmark
15% 44% 41%
Netherlands
12% 42% 46%
Germany
14% 43% 43%
Singapore
20% 46% 35%
United States
5% 17% 77%
Source: David Betts and Leslie Korenda, A consumer-centered future of health: Deloitte’s 2019 global health care consumer
survey finds evidence that the future is now, Deloitte Insights, November 21, 2019.
The case for owning companies with outsourced engagement platforms

the underlying patient risk finding themselves mired in contract/service
level agreement negotiations, aging supplier-
engagement platform
owned technology, and a growing frustration about
Historically, most life sciences companies have the way these suppliers are capturing and reporting
outsourced their patient platforms and data to patient data (such as data about patient marketing
third-party suppliers that specialize in patient- campaign effectiveness or patient service
support operations. The challenge with this model, efficiency), which may not equip these companies
however, is that, based on our experience working with real-time, data-driven insights to enhance
with leading life sciences companies, these nimble tactical patient engagement or support
suppliers’ processes, technology, data, and insights strategic business decisions.
tend to lag behind the fast-moving, dynamic life
sciences marketplace. As their goals and priorities Given today’s more mature patient engagement
for patient engagement shift, life sciences platforms and data management tools, consolidating
patient processes and data internally is not only • Third-party patient services plug-ins for
achievable for life sciences companies, but can give supplemental patient services such as copay
them a key competitive advantage. As companies card acceptance, Sharps kit fulfillment, or
continue to invest in an all-encompassing approach samples delivery
to patient engagement, it is becoming more
important to assimilate information quickly, • Wearable and mobile devices that help
understand patient behavior, and optimize how patients, families, and care providers stay
patients and surrounding care systems are educated, tightly connected and coordinated throughout
informed, onboarded, and serviced across a variety the patient journey
of digital and analog channels. In our
view, to own the patient experience, a To own the patient experience, a life
life sciences company should own the
patient platforms and the patient data
sciences company should own the
with appropriate consent to drive the patient platforms and the patient data
real-time insights needed to provide
an agile, relevant patient experience. with appropriate consent to drive the
real-time insights needed to provide
The leading model today of esta-
blishing a “single source of truth” for an agile, relevant patient experience.
patient information and a consistent
patient experience is to migrate all processes, data, Figure 4 illustrates some of the key capabilities
and integrations to a consolidated company-owned that an integrated patient marketing and service
patient engagement architecture and platforms platform would need to deliver a seamless
consisting of: patient experience.
• Patient marketing technology platforms A life sciences company that owns its patient
to educate and engage patients early in the engagement platforms and data in-house, yet still
disease life cycle contracts with third-party service providers (such
as creative agencies, martech firms, and “hub”
• Patient services platforms to provide key vendors) to perform the marketing and patient
patient program services and support services activities on top of these company-owned
platforms, can secure several potential advantages:
• Patient master and consent platforms to
keep the data current, reliable, compliant, and Greater control over the patient and
appropriately used provider experience. With an owned platform
and effective governance mechanisms, companies
• Data management and integration can make improvements to processes more quickly,
platforms to manage, distribute, and protect without having to wait for business leaders to
patient data organize and interpret data from disparate third-
party supplier sources. This can drastically reduce
the time needed to implement updates to
FIGURE 4
An integrated patient marketing and service platform needs several

key capabilities
PLATFORMS PATIENT SERVICES

ENGAGEMENT
CAPABILITIES
Patient master and Patient marketing, servicing,
consent data platforms and patient service experience delivery
DATA MANAGEMENT CAMPAIGN AND SERVICE OPERATIONS
Patient master and consent platforms to Multiyear partnerships between company
keep the data current, reliable, compliant, employees and third-party suppliers to
and appropriately used, focused on operate patient campaign and patient
providing a 360-degree view of the patient service capabilities in seamless support
to improve targeting and insights of the patient journey
Patient marketing and

patient services platforms Performance analytics
TECHNOLOGY DELIVERY STRATEGY AND ANALYTICS
Patient marketing technology platforms to Omnichannel analytics services to
educate and engage patients early in the provide insights to drive greater
disease life cycle, along with patient campaign and service insights to
services platforms to provide patient improve patient health outcomes
program services and support
PATIENT MARKETING CHANNELS PATIENT SERVICE CHANNELS
Social media Media Mobile Direct mail Mobile Fax
Email/SMS Direct mail Web Email/SMS Call center

technology systems and processes. In addition, Greater agility through greater vendor
real-time access to consolidated patient data can collaboration and consolidation. Bringing
allow for greater innovation and problem-solving to all suppliers that support the same patients and
better address issues in patient therapy onboarding sites onto the same company-owned platform
and adherence. And owning the data offers encourages cross-vendor collaboration, which can
companies more flexibility to try innovative new offer opportunities for cost savings and reinvest-
partners when they are not beholden to incumbent ment as well as enhance visibility into the patient
providers based on “data jail” ownership. journey. This greater visibility into handoffs can
allow users to view patients’ status in real time and
take immediate action when needed.
Greater operational efficiency. Companies a 27 percent reduction in patient services contact

that own their platforms can enforce standardized center transaction costs.
processes across third-party providers. This
enables companies to establish a uniform training Accelerated program launches. Owning an
program for users, which reduces overhead and integrated patient platform can accelerate the time
increases patient engagement consistency. In to market for new programs accompanying a
addition, improved collaboration opportunities product launch. Companies can quickly and
and better patient engagement operations can seamlessly integrate new program content and
increase internal productivity. One company that designs onto an existing back-end platform,
has successfully implemented both patient alleviating delays that can arise from the need to
marketing and patient services capabilities and work with suppliers to stand up an entirely new
platforms has realized a 27 percent increase in system and program to accompany a product launch.
patient campaign effectiveness, a 33 percent
reduction in patient campaign delivery costs, and Greater data empowerment. An in-house
integrated platform can give companies the
MANAGING PATIENT DATA GLOBALLY PRESENTS NEW AND ONGOING CHALLENGES

The fact that the COVID-19 outbreak reached pandemic status in a matter of weeks inspired many
companies to face head-on the challenges of implementing global, digital solutions, perhaps with
less apprehension around regulations than in the past. Yet the deployment and execution of these
solutions remain complex—and the complexity is growing exponentially as new regulations in
different regimes proliferate.
To begin with, companies face the need for global content and regulatory approval, as well as the
challenges of managing a coordinated patient and human experience across geographies. Some
of these considerations are not necessarily new—after all, large pharmaceutical companies have
created and maintained global campaigns for decades. But what is new and top of mind are the
implications for implementing digital solutions with large and robust sets of patient platforms and
data that share common technology platforms worldwide but are configured and leveraged to meet
local market patient needs, regulatory constraints, and data compliance requirements. Regional
guidelines are specific when it comes to digital solutions and the use of data for consent. What data
is considered sensitive and personal? Where must data be stored, and how it must be encrypted?
The penalties for violating these regulations (such as those imposed by GDPR in Europe), and
the financial and reputational cost of data breaches, make it clear that these regulations must be
carefully planned for and adhered to.
The technology challenges of managing data complexity are not specific to life sciences companies.
Large technology players such as Adobe, Amazon, Facebook, Google, and Salesforce.com are
working to make sure their platforms are viable and compliant for the most complex, regulated
markets, including life sciences and health care. However, individual programs and implementations
still require diligent discovery efforts to choose a platform that is appropriate for each provider’s risk
profile and the types of services a company seeks to offer to patients across geographies.
visibility into their data needed to comply with the agile-driven method of “product teams”
relevant laws such as GDPR and CCPA. It also can designed to meet the demands of the rapidly
afford companies the flexibility to use different changing health care landscape. This means
types of data to measure and motivate agents breaking down silos and leveraging people with
speaking with patients, as well as allow companies cross-functional capability, technology, and data
to use advanced analytics to predict trends and skill sets who are eager to innovate, combined with
take appropriate action. leaders who have a future-driven mindset and are
committed to change.
Readying the workforce to When considering how to bring an organization’s

support patient engagement workforce along this journey, a few leading
practices to consider are:
Life sciences companies focused on modernizing
their technology and owning their patient Develop a cohesive patient engagement
engagement data must also consider the strategy, vision, and road map. Define a clear
foundation for driving this transformation: their vision and ambition for your future-state patient
workforce. With more emphasis than ever before engagement organization that specifies how the
on creating an enhanced patient journey, it has above-mentioned product teams will work together
become increasingly important for organizations to deliver and sustain patient engagement
to change the way they work to better serve capabilities that are nimble enough to meet
patients across the care life cycle. Often, this may changing patient needs and expectations, and
require a shift from a hierarchical, siloed structure scalable enough to meet rising patient demands.
to a more team-based environment where Align your workforce goals to your patient
business and technology teams are organized engagement technology enablement road map to
together by capability (such as market access, bring the entire organization along throughout the
patient operations, patient marketing, commercial digital transformation journey.
information technology, and so
on) and focus jointly on the To effectively use patient engagement
end-to-end patient journey:
from awareness through technologies, life sciences organizations
education, onboarding,
adherence, and efficacy.
should further embrace the agile-driven
method of “product teams” designed
Agile methodologies are
continuing to permeate many
to meet the demands of the rapidly
companies in how they deliver changing health care landscape.
enterprise technology. However,
we consider it essential to look beyond basic Coordinate with external vendors. Consider
practices such as the standup or scrum team. To how you might be able to use external agencies and
effectively use patient engagement technologies, vendors as an extension of your current workforce
life sciences organizations should further embrace for activities such as martech operations, campaign
creation and delivery operations, patient services Apply a global patient engagement
operations, patient data management, and patient investment lens while acting locally.
insights creation. At the same time, it is important Continue investment in enterprise patient
not to source outside workers for tasks that should marketing, patient services, and mobile/wearable
be accomplished in-house. Evaluate your internal device platforms, as they will play an increasing
skill sets to understand any gaps and consider role in standardizing and scaling patient
transferring and training workers to areas where engagement strategies globally. At the same time,
resources may be scarcer or too cost-prohibitive to tailor actual patient engagement tactics to meet
recruit and retain. country-level market needs.
Be thoughtful about resourcing and Own your platforms and involve third-party
demand management. In light of the many suppliers as necessary. Life sciences companies
benefits that an integrated and common platform can benefit from owning their patient engagement
can help achieve, it is important to note that and data management platforms in-house while
companies will need to appropriately resource drawing on third-party suppliers for important but
in-house teams or strategic partners to stand up, secondary operational roles. It is important to
manage, and improve their patient engagement build the right internal process, technology, and
platform on an ongoing basis. Demand manage- data skill sets to support an in-house platform.
ment of business needs and expectations will also
be essential to balance incoming projects with the Drive insights through data, AI, and
platform support team’s available bandwidth. machine learning. Patient data, obtained from
more channels and sources than ever before, can
yield relevant insights that can allow companies
Taking patient to craft more targeted and meaningful patient
engagement forward experiences. Investing mindfully in the new world
of AI and machine learning-driven technologies
What are the opportunities for life sciences may yield significant operational and strategic
companies moving forward? Organizations business decision-making benefits sooner than
exploring ways to take their patient engagement most might think.
efforts to the next level can consider the
following steps: Keep your eyes on outcomes. One danger of
pursuing advanced digital patient engagement
Aim to deliver an integrated patient solutions is that companies can easily, though
experience across all touchpoints. Leading perhaps accidentally, lose sight of real-world
companies have taken their patient engagement outcomes. Either the program launch itself is
activities far beyond core patient services to viewed as a success, or measuring increased
seamlessly integrate them with patient marketing therapy adherence becomes the focus without
and communications, patient insights generation, considering patient outcomes. Setting clear goals
and myriad connected devices and wearables to for improvement in outcomes and partnering
help bring it all together in support of the early with payers to understand their value
patient journey. drivers will help ensure that the right data is
being collected from the start to accurately The life sciences industry is moving beyond core
understand and track the impact of new, patient services to the next generation of patient
innovative digital engagement solutions. engagement that seamlessly connects and spans
the entire patient engagement life cycle—
Look for opportunities to integrate patient awareness, education, onboarding, adherence,
experience across organizations. The larger and efficacy—to improve patient health outcomes.
health care ecosystem—life sciences companies and Patient marketing platforms, patient services
health care providers in particular—has an platforms, patient data management platforms,
opportunity to truly integrate patient engagement and a myriad of patient devices and wearables are
processes, technologies, and data to comprehen- converging in a “patient engagement 2.0”
sively improve patient outcomes. Although this opportunity to give life sciences companies the
high-value opportunity has tangible hurdles to clear ability to deliver on their promise and passion:
along organizational, process, people, technology, to exceed the needs of their patients and their
and regulatory lines, life sciences companies may families in the life moments that matter most. •
find it worthwhile to explore partnerships,
consortiums, or even joint ventures to this end.
MARK LUSH, a principal with the Customer & Marketing practice at Deloitte Consulting LLP, is the
national marketing technology practice leader across all industries, including life sciences and
health care.
CHRISTOPHER ZANT, a principal at Deloitte Consulting LLP, leads the Customer & Marketing practice
for life sciences and health care. He is also the chief digital officer of ConvergeHEALTH.
SHERILYN NOTTE TUTHILL is a senior manager with the Customer & Marketing practice at Deloitte
Consulting LLP, focused on patient engagement operations and technology for the life
sciences industry.
ALICIA SADDOCK is a senior manager with the Customer & Marketing practice at Deloitte Consulting
LLP, focused on marketing technology and operations for the life sciences and health care industries.

Striving to become more patient-centric in life sciences
Consumers are becoming increasingly more empowered. To optimize patient trust and health outcomes,
life sciences companies should challenge the status quo and embrace opportunities presented by an
emerging ecosystem.
Visit www.deloitte.com/insights/patient-centricity
Narrowing the rural-urban health divide 79
HEATH CARE TRANSFORMED
Narrowing
the rural-urban
health divide
BRINGING VIRTUAL HEALTH
TO RURAL COMMUNITIES
ALEX SCHULTE, MELISSA MAJEROL,

AND JESSICA NADLER
A RT B Y N E I L WE B B
A ccess to health care ranks among the top challenges facing rural
communities today due to provider shortages, long travel distances, and
the acceleration of hospital closures in recent years. While not a panacea, virtual
health can address many of these issues, and in turn, help narrow the rural-
urban health divide—the stark disparity between access to care and the overall
health of citizens in rural areas compared to their urban counterparts.
In this report, we lay out some of the key steps • Invest in data and technology
rural health care organizations—including critical infrastructure. Hardware and software
access hospitals, federally qualified health centers, investments are core to any virtual health
rural health clinics, and tertiary care facilities— program, but health care organizations should
should consider when delivering virtual health in also pay attention to interoperability and
rural settings, and what government can do to investments that should be made in cognitive
support and enable rural communities in this technologies and analytics.
capacity. Our analysis is based on interviews with
more than a dozen rural health care experts and • Engage with and train your workforce.
reviews of secondary literature. Making virtual health a mainstream aspect of
rural care will require significant buy-in from—
Below are six key steps leaders of health care and investment in—the health care workforce.
organizations should consider as they build their To help win over key stakeholders, leaders
virtual health programs: can emphasize the benefits to patients and
clinicians and teach the workforce to use the
• Conduct a needs assessment. Before new technology.
starting a virtual health program, leaders should
conduct a needs assessment of the organization • Create new workflows, care models, and
and the population it serves to identify the most risk mitigation protocols. Virtual health
appropriate virtual health solutions, current should be integrated into a seamless and
technological capabilities, future technological coordinated delivery process across different
needs, and how to bridge the gap. providers, services, and settings.
• Develop a strategy, governance structure, • Engage with and educate patients. Just
and partnerships. Having a coordinated like clinicians, patients should be educated on
strategy and a centralized governance structure the benefits of virtual health, and how to use
within the health care organization are critical the new technology.
to the success of any virtual health program.
In addition, organizations should build While health care organizations will need to take
partnerships and networks with other entities. the lead, they won’t be able to do it alone. In order
to see the potential of virtual health realized, public
and private organizations should work together to
align incentives, leverage scarce resources, share Martina’s parents were given the option to have
best practices, and create economies of scale. The a remote neonatal intensive care unit (NICU)
role of government is critical as well. By helping to physician monitor the newborn via two-way
build connectivity, simplifying the process of video conference.
applying for funding, and driving the adoption of
value-based care (VBC), government agencies can They chose this option. As a result, Martina was
enable and support rural communities as they use able to fully recover with very little treatment,
virtual health to help bridge the rural-urban and has grown into an active and healthy toddler.
health divide. Her parents were able to stay in their community
with their three other children, rather than being
separated from their newborn and having to travel
Virtual health: The opportunity long distances each time they went to see her in the
for rural communities NICU. And thousands of dollars were saved in
helicopter transfer costs.1
Martina was born in a hospital in rural Nebraska.
Shortly after her birth, her doctors detected a This story is emblematic of some of the challenges
pneumothorax, or collapsed lung. Neonatal events facing rural communities, and how virtual health
such as these sometimes require an intervention; could improve health care access for rural
other times they heal on their own—a call that a residents. Virtual health services can also offer
neonatal specialist needs to make. But this rural important benefits to the health care system more
hospital wasn’t equipped to handle rare conditions broadly: the opportunity for rural clinicians to
such as the one Martina was experiencing, and no learn from specialists, and for rural hospitals to
such specialist was on hand. retain vital revenue and enhance the quality of
their services. Moreover, a growing number of
The standard protocol would have been to put studies have shown that virtual health can
Martina in a helicopter and transport her to the improve health outcomes, reduce costs, reduce
nearest tertiary care facility, more than 150 miles unnecessary utilization (such as nonurgent visits
away, so that a specialist could assess whether an to the emergency room), improve adherence to
intervention was, in fact, needed. Luckily, the local medication and other protocols, and improve
hospital had just joined a virtual hospital service: patient satisfaction.
Virtual health services can offer important benefits to

the health care system more broadly: the opportunity
for rural clinicians to learn from specialists, and for
rural hospitals to retain vital revenue and enhance
the quality of their services.
WHAT IS VIRTUAL HEALTH?

Virtual health refers to the delivery of health services in a way that is independent of time or location
using enabling technology, such as video conferences, mobile apps, in-home sensors, text-based
messaging, and analog telephones. Virtual health visits can take place between a patient and his/her
clinician, or between clinicians. But virtual health goes beyond video conferences (synchronous visits) to
include remote patient monitoring, email/telephone communication, and store-and-forward technology
(asynchronous visits, in which data such as MRI scans or photos of a rash are captured and sent to
medical professionals via a secure and encrypted internet connection). With applications designed to
drive connected, coordinated care, virtual health can complement, or substitute for, in-person care
as appropriate (figure 1). These applications present a critical opportunity for rural areas to receive
improved access to care.
FIGURE 1
Virtual health applications drive connected, coordinated care

How virtual health applications can help stakeholders access data more easily, improve quality
of care, and deliver value to patients
COMMON APPLICATIONS OF VIRTUAL CARE DELIVERY

Synchronous care
Care coordination to improve patients’ ease
to improve payer/provider of access to providers
relationships
Physician-to-physician
Patient adherence communication
to improve medication to improve patient care
adherence, health through information
tracking, and patient sharing
accountability
Chronic disease
Care management management
process to improve monitoring
to improve patients’ and alerts for chronic
understanding of and disease patients
engagement with their
treatment plans
Virtual social work
to improve communication
and care for underserved
populations
Remote patient monitoring
to improve providers’ understanding
of patients’ health and medical data Tele–health care
to improve disease monitoring
(e.g., eICU, telepsychiatry, telestroke)

How can virtual health help health disparities rank among the top
rural communities? (figure 2). A recent spike in hospital closures has
exacerbated these issues, as more health care
Among the many issues impacting rural professionals in rural areas already experiencing
America, access to health care and related provider shortages have left to find jobs elsewhere.
FIGURE 2
A snapshot of rural and urban America: Population characteristics and leading health
indicators2
Rural Urban
(nonmetropolitan) (metropolitan)
Population characteristics
Population (percentage in 2015)3 14.3 85.7
People aged 65 and over (percentage in 2017)4 18.1 14.3
Household income (median in 2014)5 US$43,616 US$58,229
Access to care
Primary care physicians per 10,000 people (2014)6 5 8
Total physicians per 10,000 people (2014)7 13 33
Percentage saying access to good doctors and hospitals 23 18

is a major problem in their local community (2018)8
Longest average drive time to the nearest hospital, in 34 18.7

minutes (2018)9
Health status
Diagnosed diabetes prevalence (percentage in 2016)10 12.6 9.9
Obesity prevalence (percentage in 2016)11 33.5 28
Preventable hospitalization (hospital stays for 64.6 50.6

ambulatory-care sensitive conditions per 1,000 Medicare
enrollees in 2013)12
Mortality13 (age-adjusted rate per 100,000 people in 2014)
All-cause 830.5 703.5
Suicide 16.8 12.4
Drug poisoning 15.6 14.7
This has resulted in many rural residents needing helping them diagnose and determine a course of
to travel even longer distances to receive care, and treatment for a patient.
has increased access barriers to both
specialty and primary care because
hospital emergency departments are a
Virtual visits can be used to address
major source of primary care in rural specialty provider shortages by
connecting groups of community
communities.14 Among the hardest hit
have been elderly and low-income
populations; both are more likely to providers with specialists at centers
delay or forego needed care because of
transportation challenges. What’s of excellence in real-time sessions.
worse, the trend in rural hospital
closures is expected to continue.15 Finally, health care organizations can use remote
patient monitoring (RPM) to track the vital signs
Virtual health has been identified as one of people who require chronic, postdischarge, or
part of a suite of new health care models senior care, allowing them to keep track of patient
that could help address rural health needs data between visits and intervene with medication
and narrow the rural-urban health divide. adjustments or other treatment recommendations
Virtual health has been around in some form for before a patient requires urgent medical attention.
decades. However, due to advances in digital Using virtual health as a preventive care tool can
technologies,16 an increasingly supportive policy help reduce the number of unmonitored chronic
landscape, and a growing evidence base showing
17
conditions that become urgent episodes. Given that
its effectiveness, implementing it now makes rural areas have a higher prevalence of chronic
more sense than ever. Nevertheless, successful disease,18 RPM can be especially effective at
implementation of virtual health into mainstream preventing adverse events and maintaining
health care systems has been slow. continuity of care in these settings.
There are several forms of virtual health that can Virtual health can also help rural residents
be used in lieu of, and in addition to, in-person maintain privacy and confidentiality, while
visits to alleviate various rural health challenges, overcoming the stigma associated with
including provider shortages, and time, distance, certain health conditions. In small, tight-knit
and transportation barriers. These include virtual communities, individuals with a behavioral health
visits, store-and-forward technology, and email/ condition may know the local behavioral health
telephone communication (see sidebar, “What is specialist personally—if their community is lucky
virtual health?”). Virtual visits can be used to enough to have such a specialist. Some may be
address specialty provider shortages by connecting reluctant to seek help for their condition because
groups of community providers with specialists of privacy and confidentiality concerns, and due
at centers of excellence in real-time sessions. to the stigma still often associated with these
This allows specialists to share their medical conditions. The ability to receive treatment from a
knowledge and expertise with on-site clinicians, professional outside the community may encourage
an individual with these needs to seek care.19
METHODOLOGY
To get insights into what rural health care organizations should be doing to expand virtual health, the
Deloitte Center for Government Insights interviewed more than a dozen rural health care experts
with experience in virtual health. Interviewees included leadership from hospital systems, federally
qualified health centers (FQHCs), health technology companies, broadband providers, academic
institutions, advocacy groups, policy institutes, and philanthropic organizations. We used the findings
from our interviews as well as secondary sources to offer practical recommendations to health care
organizations and government agencies as they plan and implement virtual health programs in
rural areas.
Note: We largely set aside reimbursement and clinician licensure policies in this report and during
our interviews because these issues have been covered extensively in other literature on virtual
health, and because the policy landscape around these issues is rapidly evolving and varies greatly
by state and insurance type.
Rural patients who have tried virtual health address the specific needs of their population,
generally report high satisfaction. According and if so, which solutions are most appropriate.
to a recent survey of life in rural America, one- Health care organizations should draw on existing
quarter (24 percent) of rural adults have used evidence to assess the impact of potential virtual
telehealth to obtain prescriptions and manage health solutions, looking at current technological
chronic conditions, and among them, the vast capabilities and future technological needs, and how
majority report satisfaction (90 percent).20 The to bridge that gap (both within the organization and
most common reason rural Americans give for among the population being served).
using telehealth is convenience (69 percent),
followed by inability to see a regular doctor in For example, access to high-speed internet is a
person (30 percent), and difficulty traveling to problem for roughly one in five rural adults
a doctor/hospital (26 percent).21 (21 percent).22 This may limit the ability of rural
residents to access virtual health, and the ability of
rural providers to deliver it. Still, several people we
Planning and implementing spoke with told us that many forms of virtual health
a virtual health program: require only a smartphone with cellular service
(which, in some cases, is also difficult to access),
Key steps for health
an intermittent internet connection, or a landline
care organizations telephone, depending on the virtual health solution.
“Remote patient monitoring can be as simple as
CONDUCT A NEEDS ASSESSMENT setting up an interactive voice response system and
Before starting a virtual health program, having a patient or caregiver enter or report their
health care organizations should conduct a daily blood pressure or heart rate using an analog
needs assessment to identify organizational phone—it can be done in online or offline mode,”
and population needs. This can help leaders said Bill Paschall, vice president of business
determine whether virtual health solutions can help development at Vivify Health, a company that
offers RPM solutions to health care organizations As they get started, health care organization
throughout the country. Health care organizations leaders should also reach out to federally funded
should take the technological capabilities of their national and regional telehealth resource centers
populations into account when designing their (TRCs). The Office of Advancement of Telehealth
virtual health programs, recognizing that low-cost established 12 regional and two national TRCs to
solutions are also available. expand the availability of health care to
FIGURE 3
Implementing a virtual health program

Six key steps health care organizations should take
CONDUCT A NEEDS ASSESSMENT

Identify the most appropriate virtual health
solutions, current technological capabilities, future
technological needs, and how to bridge the gap.
DEVELOP A STRATEGY,
GOVERNANCE, AND PARTNERSHIPS
Having a coordinated strategy, centralized
governance, and strong partnerships are critical
to the success of virtual health programs.
INVEST IN DATA AND TECHNOLOGY INFRASTRUCTURE

Hardware and software investments are core to any
virtual health program, but health care organizations
should also pay attention to interoperability and
cognitive/analytic capabilities.
ENGAGE WITH AND TRAIN YOUR WORKFORCE

Emphasizing the benefits to patients and
clinicians, and teaching the workforce to use
the new technology can help win them over.
CREATE NEW WORKFLOWS, CARE MODELS,

AND RISK MITIGATION PROTOCOLS
Virtual health should be integrated into a
seamless and coordinated delivery process
across different providers, services, and settings.
ENGAGE WITH AND EDUCATE PATIENTS

Just like clinicians, patients need to be
educated on the benefits of virtual health
and how to use the technology.

underserved populations through virtual health. rural health care providers, such as critical access
Each TRC is staffed with experts in policy, hospitals (CAHs) and Federally Qualified Health
technology evaluation, operational implementation, Centers (FQHCs) may need to establish networks,
technical assistance, and knowledge of funding often with tertiary care centers that are geograph-
sources. In addition, because they are federally ically distant, to deliver specialty care services to
funded, their services are generally provided free their local populations.
of charge.23
Beyond sharing clinical resources, however,
DEVELOP A STRATEGY, GOVERNANCE partners can also share technological capabilities
STRUCTURE, AND PARTNERSHIPS and data infrastructure. For example, the Finger
A coordinated strategy and centralized Lakes Telehealth Network provides open access to
governance are critical to the success of its telehealth infrastructure and support resources
any virtual health program. The decision to to partnering organizations in exchange for a small
implement a virtual health program should come subscription fee. This arrangement allows for a
from executive leadership and be part of the collaborative sharing of services as well as cost
organization’s strategic vision. Organizations savings to providers.25 These networks often help
should earmark time and resources for the members develop the required broadband
initiative and develop centralized governance infrastructure, usually for a discounted rate,
structures inside the organization, with a clear and can provide access to data analysts and other
delineation of decision rights and responsibilities, experts that may be needed to deliver certain
operational champions, and an integrated road virtual health services (see the section on data and
map. This can enable leadership and clinical staff technology infrastructure).
to be engaged and aligned on the vision for virtual
health and how to get there as an organization.24 “We’re talking about small communities
with smaller budgets. For us, buying
“Ensure there is a solid strategic plan for equipment is a big deal. Rolling out a new
what needs to be implemented. You need program is a big deal. ... We have no choice
clinician buy-in, leadership buy-in, and a but to collaborate. With networks and
stated vision of virtual health for partnerships, we have shared risk
the organization.” and responsibility.”
— Tim Polley, interim vice president, — Mary Zelazny, chief executive officer,
enterprise strategy and development, Finger Lakes Community Health
Carle Foundation Hospital
Public-private partnerships can be an
At the same time, organizations should effective way to establish local sites of care
build networks with other health care to address issues related to internet access
providers. According to experts we spoke with, or privacy concerns. Many individuals,
this is especially critical in rural communities due including those who have slow or inconsistent
to provider shortages, long distances to sites of internet access, and those who lack access to a
care, varying access to the internet, low patient private space inside their home, may need to go
volume, and slim operating margins. As mentioned, to a site outside their home for virtual sessions.
Accessing Telehealth through Local Area Stations investments that should be made in
(ATLAS), a veterans affairs (VA) initiative designed cognitive technologies and analytics.
to enhance access to VA health care through virtual Hardware and software investments can vary,
health, has teamed up with Walmart to deliver depending on the type of virtual health solution.
video sessions to veterans. Established in fall 2019, A basic virtual visit could be enabled by a simple
the pilot sites were created to offer a convenient, digital camera and an audio/video software
comfortable, and private space with strong internet platform.28 Other solutions may require more
connectivity in communities where veterans often sophisticated technology. For example, a
have long travel times to VA facilities and/or poor specialized examination tool with an integrated
connectivity at home. Other locations that can
26
high-resolution camera may be necessary for one
serve similar functions include libraries and medical professional to capture and transmit the
schools (see sidebar, “North Carolina is building image of the inside of a patient’s ear to another
Health-e-Schools”).27 Developing innovative professional.29
partnerships can help rural communities make
the most of limited resources. While the need to make hardware and software
investments may be obvious, less so is the need to
INVEST IN DATA AND TECHNOLOGY build interoperability, security, and analytics into
INFRASTRUCTURE every aspect of the virtual health program. Doing
Hardware and software investments are so should not be an afterthought, but rather,
core to any virtual health program, baked into the vision of a seamless, patient-
but health care organizations should also centered virtual health program. Interoperability
pay attention to interoperability and allows data from the virtual visit to be sent to the
NORTH CAROLINA IS BUILDING HEALTH-E-SCHOOLS

In four counties in western North Carolina, elementary, middle, and high school students can receive
virtual primary care at school through a program called “Health-e-Schools.” With the help of a
school nurse, high-definition video conferencing, and specially equipped stethoscopes and cameras,
students can receive a range of physician-supervised services, including sports physicals, behavioral
health services, and consultations for respiratory issues.
The program was created in 2011 by the Center for Rural Health Innovation (CRHI), with support
from BlueCross and BlueShield North Carolina Foundation and grants from Health Resources and
Services Administration (HRSA) and the United States Department of Agriculture (USDA), among
others.30 CRHI is a nonprofit whose mission is to apply innovative technologies to improve access
to health care in rural communities.31 It created Health-e-Schools after recognizing that traditional
sites of care are often geographically distant from where students live and go to school. A parent
might have to take several hours off from work to bring their child to a health care facility, while
the student would miss several hours of school—both of which could present strong barriers to
accessing health care. School-based health centers have been shown to improve attendance and
reduce barriers to learning, and Health-e-Schools has increased classroom attendance for students
and decreased time spent away from work for parents and caregivers.32
patient’s primary care clinician or medical team the evidence base on virtual health effectiveness
and integrated into their electronic health record with respect to outcomes, quality, and patient
(EHR). Meanwhile, organizations need to ensure experience, in addition to real-life stories on how it
that systems are protected and that data is not has made patients’ lives easier, are important first
intentionally or unintentionally compromised, steps to gaining clinician buy-in. However, it’s also
altered, or made public. important to emphasize how clinicians themselves
can benefit. Virtual visits between specialists and
“I should know if my patient used Teledoc, primary care clinicians allow specialists in rural
and the outcome of that visit. Virtual health areas to care for a broader range of acutely ill or
should contribute to seamless care, not complex patients than they would otherwise have
drive further fragmentation.” access to, keeping their skills sharp and continuing
their practical education.33 Connections made
— Dr. Steve North, founder and medical director,
through virtual health also allow rural providers to
Center for Rural Health Innovation
become part of a broader community of clinicians,
Virtual health solutions such as RPM helping to decrease feelings of professional
may require investments in cognitive and isolation.34 Once engaged, some clinicians may
analytic capabilities. RPM involves the use of emerge as champions, rallying peers to get onboard
smart devices to provide real-time data to health with virtual health, too.
care teams on vital health measurements such as
blood pressure and heart rate. Algorithms are used But engagement is only half the story.
to process data streams and notify a patient’s The workforce should also be trained to use
health care team if a problem arises that requires these new technologies. According to a 2018
analysis or intervention. Health care organizations physician survey from the Deloitte Center for
should invest not only in the software, but also in Health Solutions, more than half (51 percent)
the workforce needed to continuously run and of the physicians say that training on a new
update such algorithms and analyze the data. technology is necessary to support its adoption.
Rural health care providers may face significant But training isn’t simply about getting clinicians
challenges finding such talent locally, and may not comfortable with the new technology and modified
be able to afford to pay competitively for such a workflow. It’s also about teaching them how to
position. In such cases, leveraging partnerships, modify their bedside manner—or “webside”
as discussed above, is key. manner—to build rapport with patients in virtual
interactions, provide them with knowledge of the
ENGAGE WITH AND TRAIN legal and clinical limitations of virtual health, teach
YOUR WORKFORCE them competencies in virtual examination using
Making virtual health a mainstream aspect the patient or on-site family members,35 and make
of rural care will require significant buy-in sure they know what to do if an emergency arises.
from—and investment in—the health care This training may happen formally, either in
workforce. Rural clinicians may have a keen continuing education classes or it can be engrained
sense of the health care challenges facing their into medical school curricula. It can also happen
communities, but may not necessarily trust that more informally, as technologically sophisticated
virtual health can help solve these issues. Sharing clinicians or identified “super users” provide
hands-on training and mentoring to their nearest emergency room or site of care may be
hesitant colleagues. greater. Health care organizations should develop
protocols for connecting patients experiencing
CREATE NEW WORKFLOWS, emergencies with clinical support, regardless of
CARE MODELS, AND RISK whether the patient is in their own home, a retail
MITIGATION PROTOCOLS clinic, or a virtual health center. Additionally, if the
Virtual health should be integrated into a electricity goes out or there are other technological
seamless and coordinated delivery process difficulties during a virtual visit, there should be
across different providers, services, and protocols in place to continue or reschedule the
settings. Once health care organizations gain visit as necessary that are known to clinicians and
workforce buy-in, they need to sustain that buy-in communicated to patients.
by ensuring that delivering virtual health doesn’t
create additional work or inefficiencies.36 The goal ENGAGE WITH AND EDUCATE PATIENTS
is to explicitly integrate virtual health into Just like clinicians, patients should be
mainstream care delivery so that it becomes educated on the benefits of virtual health,
as routine as in-person visits. and how to use it. Eighty-five percent of rural
Americans use the internet. They do so to get
At Carle Health System, registered dieticians in the health information, manage their finances, and
nutrition service department have dedicated virtual carry out business-related activities. But only one-
days or half-days where they go to the “virtual quarter (24 percent) of rural adults have ever had
health room” in the clinic and see patients a virtual visit.38 This could be because virtual
virtually.37 Blocking off time on their calendars health visits are not available to them, they don’t
helps other providers, administrative staff, and trust the quality of care they might receive, worry
patients know when the dietitians are available that they won’t know how to initiate or interact in
for virtual visits. Additionally, having a dedicated a virtual visit, or don’t know that the service is
room ensures that the necessary equipment will be available. Just like clinicians, patients should be
available, and privacy and security concerns are told about the availability of virtual health services,
addressed. When planning to adjust staffing and educated about the benefits and effectiveness of
operational workflows, consider conducting virtual health, and shown how to use some of the
interviews and simulations with clinicians, technology, such as patient-operated digital
administrative staff, and patients so that all stethoscopes.39 Clinicians themselves can play a
perspectives and experiences are incorporated key role in informing their patients that they offer
into the new workflow. This can help create a virtual health services, showing them how it works,
more human-centered design and experience. and telling them what kind of equipment they
might need.40 Whenever possible, health care
Risk mitigation and clinical escalation organizations should ensure that patients see the
paths should also be integrated into virtual same clinician during virtual and in-person visits.
health workflows. An unexpected emergency This consistency can help maintain a personalized
can take place during any virtual visit, but the risks clinician-patient relationship, which is a top
may be higher in rural areas where distances to the priority for many patients.41
“We need to educate and empower patients, municipal internet, in which a municipal electrical
and keep in mind that people have diff- provider lays down fiber-optic cables next to
erent levels of comfort with virtual health. existing electrical wires. The cost of municipal
Meet the patient where they are in terms internet is often well below that of large internet
of understanding and comfort.” providers. And while more than 150 communities
in 29 states have publicly owned municipal
— Jennifer Farrell, senior director,
networks offering at least 1-gigabit services,
global market development,
Medtronic Care Management Services 19 states have laws in place discouraging or
preventing local communities from making
such investments.45 Finally, state and local
How government can help governments should establish formal mechanisms
to coordinate broadband efforts across the state
Health care organizations should drive the and share best practices for rural infrastructure
adoption of virtual health solutions; however, development. Such efforts can also help unlock
there are a variety of actions federal, state, and new economic value and enable rural communities
local governments can take to accelerate the to reach their full potential in a digitally
adoption of virtual health in rural areas. Below, connected world.
we discuss the role government agencies
can play in helping rural communities Health care organizations should
implement virtual health programs.
drive the adoption of virtual health
BUILDING CONNECTIVITY
The federal government has developed
solutions; however, there are a
several programs to help bring broad- variety of actions federal, state,
band to rural communities. Among them
are the Federal Communications
and local governments can take to
Commission’s (FCC) Rural Health Care accelerate the adoption of virtual
Program, which provides funding to
eligible health care providers for
health in rural areas.
telecommunications and broadband
services,42 and the USDA’s ReConnect Loan and SIMPLIFYING THE PROCESS FOR
Grant Program, a pilot program authorized by the APPLYING FOR FUNDING
Consolidated Budget Act of 2018 to facilitate Nonprofit organizations and health care providers
broadband deployment in rural areas that lack in rural areas typically rely on government and
sufficient access.43 state funders as well as foundations to help launch
or sustain virtual health projects. However, getting
But local governments and communities should a grant is resource-intensive and often complicated.
also explore creative infrastructure deployment Funders hold competitive cycles for grant
strategies that go beyond broadband networks programs in which rural organizations must
offered by private companies. These can include sometimes compete against well-funded, well-
wireless (4G and soon, 5G), low Earth orbit,44 and prepared organizations with dedicated and
experienced grant-writing teams. Organizations in sufficient patient volumes and the core capabilities
rural areas are less likely to have staff members needed to succeed. Recognizing these challenges,
strictly dedicated to grant writing, and even when the National Rural Health Association, along with
rural communities seek to tap some of those other partners, has developed draft legislation to
resources, it is not always obvious which programs establish a critical access hospital VBP program,
they may be eligible for.46 Conducting research on which would give critical access hospitals an
dozens of programs to zero in on the most likely on-ramp into VBP models and help them to
prospect often takes more labor than a small, assume more financial risk over time.48 By
resource-strapped rural organization can commit. supporting and enabling VBC delivery in rural
settings, government agencies can create the right
Government agencies should simplify their rural financial incentives and the business case for rural
health funding programs to make it easier for providers to integrate virtual health into a
communities to establish these essential services. mainstream delivery model.
One option is for agencies to create a government
funding portal for health care organizations to use “We’re seeing the incentives change, which
to access information about programs and apply has encouraged providers to move away
for funding. After entering their relevant data into from the fee-for-service mentality and
the portal, a health care organization would be instead look upstream and prioritize
presented with a streamlined list of grants and preventive services. You can herd cats,
funding opportunities for which it is eligible, and you just need to move the food.”
links to the organization’s regional telehealth
— Brock Slabach,
resource center for additional assistance.
senior vice president, member services,
National Rural Health Association
DRIVING VALUE-BASED CARE
Issues related to whether and how virtual health
is currently reimbursed by various payers were Conclusion
explicitly set aside for this report; however, they
inevitably came up during many of our interviews. Rural health care challenges are nothing new,
Several rural health experts we interviewed but the recent acceleration of rural hospital
expressed skepticism about the widespread closures threatens to increase rural and urban
adoption of virtual health until the shift from fee- health disparities, even beyond what they’ve been
for-service to VBC was more broadly adopted in historically. Virtual health is one tool among many
rural areas. They mentioned that many hospitals that can help address these challenges.
are currently incentivized to keep their hospital
beds full rather than provide preventive care With leadership from rural health care
through virtual visits, RPM, and other forms of organizations, support from government agencies,
virtual health. and collaboration with other public and private
entities, virtual health can help bridge the rural-
Currently, accountable care organizations and urban health divide and allow rural residents and
other value-based payment (VBP) models are providers to reap the benefits of technology-
less prevalent in rural areas,47 as they often lack assisted health care delivery. •
ALEX SCHULTE is a practitioner in Deloitte Consulting LLP’s Commercial Strategy and Operations
practice. She is based in Denver.
MELISSA MAJEROL is a former health care research manager with the Deloitte Center for
Government Insights.
JESSICA NADLER is a health care strategy leader in Deloitte Consulting LLP’s Government and Public
Services practice. She is based in Arlington, Virginia.

The future of virtual health
Virtual health provides the opportunity for consumers to improve or maintain their well-being, but is
also playing an increasingly important tole in the diagnosis and treatment of illness. What does the
future hold for this popular care option?
Visit www.deloitte.com/insights/futureofvirtualhealth
94 IN BRIEF
The realist’s guide to quantum

Q
UANTUM INFORMATION TECHNOLOGIES will almost certainly have significant impacts on national
security, touching everything from extremely secure communications to faster code-breaking to
better detection of aircraft and submarines.1 The diversity of quantum applications across the
national security domain warrants some immediate attention from governments, both for how they can
harness quantum systems and for how those quantum systems may undercut national security.
One major national security concern is that quantum computers will someday be able to relatively easily
break many current forms of encryption.2 Although cryptographers are working on “quantum-resistant”
algorithms that can be used to replace existing algorithms, the hard part will be implementation. Elsa Kania,
adjunct senior fellow at the Center for a New American Security, notes that “the transition required in
updating to new, postquantum cryptography can be extremely difficult, especially for defense and national
security organizations that tend to have a significant proportion of legacy systems.”3
On the flip side, quantum communications and quantum detection technology can improve existing
capabilities. Quantum communications should be able to better protect government from losing sensitive
information by creating communication methods that are potentially immune to undetected interception.
These methods can also be useful in scenarios such as communicating with submarines: Some forms of
quantum communications use blue-green photons, which can travel much farther and deeper in seawater
than radio waves.
Other forms of quantum technology can also have a big impact on national security. For example, taking
advantage of the same properties of blue-green photons, quantum LIDAR could allow submarines to detect
and navigate obstacles silently, making submarines much harder to detect and track than today’s, which
must use noisy active sonar for the same purposes.4
The realist’s guide to quantum technology and national security 95
The diversity of quantum applications across the national

security domain warrants some immediate attention from
governments, both for how they can harness quantum systems and
for how those quantum systems may undercut national security.
Governments can consider taking several steps to proactively prepare for the advent of pragmatically viable
quantum information technologies:
• Educate yourself. With a basic understanding of the science and the technology, leaders can begin to
identify the areas where their organizations can benefit from or be vulnerable to different
quantum technologies.
• Practice good cybersecurity hygiene. No matter what capabilities quantum systems may have in the
future, an adversary can’t decrypt information they don’t have.
• Know your data and your systems. Managing data in the quantum era will require leaders to know
what data their systems maintain and how to incorporate necessary safeguards without overloading
their infrastructure.
• Support basic research and education. Governments can create an R&D portfolio to help balance
core, adjacent, and transformational research bets to help ensure that no future contingency catches
them off guard.5
• Connect with others. Government leaders should connect with experts across government, industry,
and academia to help create a quantum innovation ecosystem that can enhance the ability of all of its
members to meet quantum’s challenges.6
• Begin planning. Finally, with the right background knowledge, connections, and preparation through
workshops, government leaders can begin to explore how to best implement changes. They should bring
quantum into the strategic planning process, integrating its potential challenges and opportunities into
thinking about how the organization will execute its mission in the coming quantum world. •
To learn more, read the full article, The realist’s guide to quantum technology and national security:
What nontechnical government leaders can do today to be ready for tomorrow’s quantum world,
on www.deloitte.com/insights/quantum-tech-national-security.
96 CONNECTIVITY AND ITS POTENTIAL
Implementing the smart factory 97
CONNECTIVITY AND ITS POTENTIAL
Implementing
the smart factory
NEW PERSPECTIVES FOR DRIVING VALUE
STEPHEN LAAPER, BEN DOLLAR, MARK COTTELEER,

AND BRENNA SNIDERMAN
A RT B Y A L E X N AB AU M
T he strategic importance of smart factories is undeniable, as early adopters

have reported operating more efficiently and driving more to the bottom line.
Smart factories have arrived That’s a significant percentage of companies

leaving substantial and demonstrated value on
In the United States alone, 86 percent of the table. So how do leading companies get started,
manufacturers believe that smart factories will succeed, and—most importantly—realize value in
be the main driver of competition by 2025. these efforts? What can leaders pursuing smart
Furthermore, 83 percent believe that smart factory deployment learn from those who have
factories will transform the way products are made.1 already done it? And how can leaders then
translate those lessons into value—not
Research consistently reveals improvement in cost, only for their smart factories, but for their
throughput, quality, safety, and revenue growth broader organizations?
through the deployment of smart factory
technologies that combine capabilities in industrial To better understand the outcomes from
internet of things (IIoT), cloud and edge organizations that have undergone smart factory
computing, robotic process automation (RPA), transformations, we interviewed leaders with
artificial intelligence (AI) and machine learning, hands-on smart factory experience. For the
vision systems, and augmented and virtual reality companies and smart factory deployments we
systems, among others.2 Leaders have a broad studied (see the sidebar, “Our research approach”),
range of choices and opportunities with respect to the results have been powerful indeed.
smart factory transformations, both in terms of
which technologies to use and how to deploy them.
OUR RESEARCH APPROACH

Despite all of this, however, many are still only just
Deloitte conducted more than 40
getting started. For example, only 5 percent of US
qualitative interviews with a global array
manufacturers surveyed in a recent study reported
of manufacturing leaders, staff, and
full conversion of at least one factory to “smart”
professional services providers with
status, with another 30 percent reporting they are
hands-on experience of smart factory
currently implementing initiatives related to smart transformations across diverse industries
factories.3 This means that nearly two out of three such as chemicals, paper, aerospace, plastics,
(65 percent) manufacturers surveyed report no consumer products, and life sciences and
progress on initiatives that they overwhelmingly health care.5 The topics discussed here
point to as their main driver of near-term emerged as common themes, both across
competitiveness in five years.4 the different deployments and among the
many study participants that we engaged.
Drawing from those interviews and building on how can they make that transformation pay
Deloitte’s in-depth, collaborative study with the dividends? These opportunities result from the
Manufacturers Alliance for Productivity and data, improved processes, and optimization
Innovation (MAPI), which investigates the state of opportunities that smart factory deployments
smart factory deployment across the United States, illuminate. Each builds upon the one before it,
and our initial 2017 smart factories study, which amplifying value and driving results at scale.
offered an initial exploration of the concept, this Early identification of potential pathways and
report offers insight into lessons that can be drawn their impacts can be critical to maximizing the
from leaders’ experiences with smart factory value delivered by smart factory efforts.
transformations.
Sixty-five percent of manufacturers Positioning smart

factory initiatives
surveyed report no progress on for value
initiatives that they overwhelmingly
In our research, several common
point to as their main driver of near- themes emerged. Some are the
term competitiveness in five years. same that emerge in any

transformation: those related to
culture and change management
Despite the range of industries of those we and rooted in the notion that transformation is
interviewed, an overarching set of considerations, only as successful as the people who embrace it.
challenges, lessons learned, and strategies for Others are far more specific and unique to the
success remained consistent. We’ve divided our smart factory and its technologies, and can be
findings into two sections: critical considerations that leaders should address
(figure 1).
• Positioning smart factory initiatives
for value: Lessons in smart factory THE FAMILIAR THEMES:
transformations from those who have CHANGE MANAGEMENT IN SMART
done it. This section relates common themes FACTORY TRANSFORMATIONS
encountered and lessons learned when
transitioning to smart factory functionality. “How do you make sure that you can
In this section, we take insights from our change your processes and people when
interviews to uncover the key elements of they have been working for so many years,
smart factory transformations. and give them tool[s] to engage them?”6
• Turning lessons into outcomes: Human-centered design based on

Realizing the value of smart factory real user needs
transformations. Here, we examine the Many successful smart factory transformation
question of “what’s next?” Now that organi- leaders point to the need to consider user-oriented
zations have positioned their factories for value, perspectives to achieving business objectives when
designing smart factories. One study participant By focusing on the user first, they identify issues to
described the approach as taking the time to address and behaviors that need to change, and
understand how individual roles work and what only then think about how technology can support
tools they need, employing a “human-centered those efforts. The intention is to ask not only “How
approach to understand what [the user’s] pain do we make the technology sticky?” but also, “How
points are, making sure we understand how they do we make the application relevant and valuable
need to use information, what they need to look for, to the user?” Leaders can create interfaces in which
why they need to investigate it, and how they need users see data and information that is relevant to
to act on it.”7 their role, rather than having to sift through
FIGURE 1
Themes from smart factory initiatives
The familiar themes

DISCOVERING UNDERLYING CHANGE MANAGEMENT THEMES
Human-centered design Top-down, Diverse teams with a Ongoing support

based on real user needs bottom-up approach broad variety of skill sets and learning
Focus on the needs of end Prioritize support at a Identify and deploy the Develop and access the
users and enable them to leadership level, as well many unique skill sets skills required for the long
harness the value of data as on the ground, to gain required for smart term to ensure ongoing
that comes from a organizational buy-in and factory success, such as success as the smart
connected facility. strategic consideration, engineering, master data factory evolves.
and ensure adoption. management, and analytics,
to ensure the value extends
far beyond the four walls
of the facility.
The “smart factory–specific” themes

INTEGRATING INFORMATION TECHNOLOGY (IT) AND OPERATIONS TECHNOLOGY (OT) IN THE SMART FACTORY
Connectivity Managing the reality Bridging the

as critical of multiple devices IT/OT divide
Before focusing on adding A variety of different Cultures differ across different parts of the company.
smart capabilities, make equipment, sensors, and Bringing together the IT and OT communities can be
sure the internal digital other devices means a critical to ensuring not only that smart factory
infrastructure, whether variety of issues need to be transformation initiatives are successful, but that
wired or wireless, is in resolved on the shop floor they can scale on a broader level to other areas of
place to support it. to maximize results. the network and digital supply networks (DSNs).

information that they don’t need.

This way, users see the value of having
If any factory wants to introduce
information at their fingertips to do [Industry] 4.0 or a smart factory …
their jobs, speeding adoption and
improving workflows. As one leader
it has to be a top-down, bottom-
noted, “When the development is up approach. ... It must be both
separated from the end users, you end
up with a subpar product, subpar sides. That would be the biggest
adoption … the human element is the
critical ingredient that if you don’t get
key to success.
right can lead these projects to the
point where it was an investment without value.”8 Diverse teams with a broad variety of skill sets
Diversity breeds insight. Our findings reinforce
Top-down, bottom-up approach led research claiming that most successful
by change champions transformations employ teams representing
Change champions inside the business can provide diverse functions and capabilities.
support at a leadership level as well as on the
ground to remove roadblocks, gain organizational Skill sets include engineering, information
buy-in, and outline the business case for smart technology (IT), supply chain, production, master
factories. Leaders stress the importance of data management, analytics, digital marketing,
executive-level sponsorship, as these initiatives finance, user interface designers, and human
often require large investments of resources— resources, among others. As one interviewed leader
whether people, time, assets, or financials. They stated, “You are going to need data scientists,
spoke frequently about the need for a project you are going to need software developers, you
sponsor to drive projects forward and the are going to need people that understand human-
importance of strong leadership for successful centered design and design thinking—you are
transformations. going to need all these different skills.”10
Beyond that, support from all sides is important Some interviewees suggested that cross-functional
when the rubber meets the road. Senior leaders teams reduced the probability that important
in operations, supply chain, strategy, and other controls, processes, and cultural elements were
functions can think strategically about how the missed during the transformation effort—and
smart factory transformation can drive value more could help ensure that the smart factory could
broadly at the network level. Those on the ground— offer value more broadly across DSNs later on.
plant managers, plant engineers, manufacturing Research on the power of cross-functional teams
operators, technicians, and others—can drive supports this;11 cross-functional teaming has been
change and results on the shop floor. As one shown to result in greater organizational
individual noted, “If any factory wants to introduce innovation and growth.12
[Industry] 4.0 or a smart factory … it has to be a
top-down, bottom-up approach. ... It must be both This means transformation leaders should take
sides. That would be the biggest key to success.”9 pains to ensure the right skills are deployed at the
right time, and that diverse mindsets can inform a pipeline of talent, and leveraging the skills of
the overall approach. Leaders should also look for ecosystem partners.
opportunities to ensure the knowledge is trans-
ferred across initiatives at scale. This can pay THE “SMART FACTORY–SPECIFIC” THEMES
dividends in the long run as the smart factory Although there are certain considerations that
transformation scales across DSNs and the hold true for nearly every type of transformation,
broader network. nuances specific to smart factory transformation
also exist: the criticality of connectivity, the need
Ongoing support and learning for a flexible approach to assets, and the need to
Given the breadth of capabilities required bridge the divide between IT and operations
to successfully deploy the smart factory, technology (OT).
organizations should consider how to bring skills
into the company, and how to develop skills for Connectivity as critical
the people already there. Adding and growing It all begins with connectivity, which is
skills is one of the biggest issues facing organi- typically one of the most critical
zations in this domain; just 14 percent of C-level factors driving smart factories and
manufacturing leaders in a recent global DSNs. In fact, it would be fair to say
quantitative survey strongly agreed their the smart factory and its resulting
organizations currently possess the skills they value generally hinge on the ability
will need in the future.13 Building skills can pay to connect assets, processes, people,
major dividends, such as driving acceptance and and devices.
adoption of solutions, providing support for
employees as they adapt, and creating a culture This is, of course, no small task. The
of constant learning where talent can continually issue of connectivity arose in nearly
acclimate to new technologies, capabilities, every smart factory deployment that we
processes, and ecosystem changes. In fact, studied; in many facilities, Wi-Fi and cellular
research reveals a correlation between hands-on connectivity are often irregular in the labyrinth of
experience with smart factory technologies and steel and concrete. Connectivity was also identified
managers’ belief that the organization, and its as a top challenge for smart factory adopters in
people, can navigate the change.14 broader research: Thirty-three percent of smart
factory leaders in the recent Deloitte-MAPI survey
But it is easier said than done. As smart factories identified lack of necessary IT infrastructure as a
leverage advanced technologies, roles within the significant impediment to smart factory initiatives.16
facility will call for new and different skills than Connectivity, or lack thereof, can make all the
had been needed previously, making it challenging difference. If an application or process can’t connect
to upskill and train. Beyond developing in-house
15
to the network to share and access information,
capabilities, other approaches can also help sustain it will fail no matter how well thought out it is.
smart factory systems and technologies, such as
implementing alternative talent models, collab- Yet that connectivity enables multiple opportunities
orating with universities and other schools to build to reshape the ways in which value is captured
within the smart factory, and beyond it. Leaders
can think not just about how to connect and gather lead to significant value, as it allows leaders to
data from assets and processes within the four access data about processes and functions that
walls of the factory, but also plan for how that were previously impossible to get.
connectivity can scale, and how data can be shared
throughout networks, ecosystems, and DSNs. • Diversity in purpose. In some cases,
new real-world applications of devices provide
The deployment of smart factory technologies teams the chance to innovate, discover new
across the network will likely demand a carefully ways to capture data, and find new
crafted strategy, using qualified advisers, for opportunities for value.
building a digital infrastructure that is scalable,
while also accommodating the unique demands of • Diversity in data structure and format.
each environment. Data comes from many sensors and devices and
takes many formats. In a smart factory, it is
Managing the reality of critical to ensure that data from one system or
diverse devices device can be combined and leveraged with
Connectivity can be critical data from another. Cleansing and mapping
for a smart factory efforts are often crucial to developing visibility
deployment, but the variety into factory processes.
of machinery, sensors, and
other devices that exist on • Diversity in access methods. Adding
the shop floor is just as sensors to all equipment is not always practical;
important to consider. After issues with access, quality, security, or machine
all, you must be able to uptime may intervene. In some cases, teams
connect it and make it all can leverage technology to develop new means
work together. Even within for measurement and data collection. One
the same plant network, interviewee spoke of how smart factory
each facility is likely unique principles enabled their organization to
in terms of layout, improve the quality of a manufacturing process
equipment, and product. Smart factory that involved an early-stage chemical reaction
practitioners interviewed as part of our research where direct access to the reaction chamber was
identified multiple dimensions to this challenge, not possible. Instead, the team deployed a
including: variety of approaches to capture reaction inputs,
temperature, and time to infer data about the
• Diversity in age. Smart factory deployments reaction itself. In another example, process
span some of the newest, most advanced control on older, analog machines was accom-
manufacturing technologies in the world—as plished via digital cameras, AI, and vision
well as some of the oldest. As one leader noted, systems to “read” gauges and capture data.18
“Connecting these old machines, some of them
from the 1950s and 1960s, was definitely a Bridging the IT/OT divide
challenge.” Integrating across these age
17
Twenty-seven percent of respondents in the
groups can indeed be difficult—but it can also Deloitte-MAPI survey identified difficulties in
developing a broader integration between IT and OT Turning lessons into outcomes:

as a major challenge to smart factory initiatives. A 19
Realizing the value of smart
significant percentage of those we interviewed
factory transformation
pointed to battles between the IT and OT comm-
unities over issues such as data access and rights, IT How can companies move from lessons learned
development rights, and shifts in technology from smart factory transformations toward
approach. Further, some OT leaders and teams may outcomes and the ways smart factory capabilities
also experience discomfort with agile sprint make processes and organizations better? There
methods, which are meant to enable change quickly. are multiple opportunities to recognize value: from
illuminating data and bridging the smart factory to
IT organizations have historically made large the broader DSN, to driving improved versions of
investments in qualifying and securing technology current processes, to layering advanced technology
assets. The OT organization may not be familiar with for operational excellence, to scaling beyond the
those demands, and the rationale behind them. At four walls of the facility to the broader ecosystem.
the same time, IT’s focus on maintaining system We explore some of these opportunities (see figure
integrity may be perceived by OT as resistance to 2 for a summary).
suggestions or lack of understanding of the reality on
the shop floor. Achieving balance among competing ILLUMINATING THE HIDDEN FACTORY
priorities, and understanding across different Most of those who spoke with us about their smart
professional cultures, can make all the difference. It factory transformations pointed to the importance
can also pay dividends in the long run as companies of connectivity and the need to connect assets and
seek to scale smart factory principles beyond a single data across a broad range of systems, platforms, and
facility or process to the broader network. data structures, some of which were never meant to
FIGURE 2
Smart factory transformations leverage always-on connectivity to drive

greater value
Illuminate the hidden factory
Connected smart factories provide data that leaders have often never had access to before,
illuminating things that were perhaps always there but in the “dark” due to lack of digitization.
Augment current systems for new value

Companies can evolve and improve upon familiar methodologies and disciplines, such as lean
manufacturing and talent management, to uncover new ways to create value, drive greater
productivity, make faster decisions, respond more quickly, and more effectively leverage
talent.
Harness AI to get to the next level

Once everything is connected, data abounds. Companies need tools to make sense of all that
information in a way that humans cannot—to drive value quickly, proactively, and flexibly.
Scale the smart factory throughout the network and ecosystem

While significant value can be realized by transforming a single facility into a smart one, the
value that can be realized by scaling across the facility network is exponentially greater.

be connected. Once a facility and its assets are ologies have been around to inform the way they
connected, they unleash a flood of information to be are run. Approaches such as lean have been used
untangled, translated, and acted upon. The infusion for decades to optimize processes and workflows,
of new data enables organizations to see things that identify and reduce waste, and maximize value.
were always there, but previously impossible to The flexible nature of smart factory transform-
observe or quantify. ations, however, allow organizations to improve
upon approaches such as lean, vaulting them
Through connected assets and flows of data, forward in a digital environment to capture
information from throughout the facility is now previously unseen value. Digital lean represents
visible. At the same time, rapid increases in the marriage of lean manufacturing with smart
processing power have led to new analytics factory principles and extends existing lean
capabilities and the ability to generate ever-deeper capabilities through digital tools that provide
insights that were virtually virtually impossible to more accurate, precise, and timely information
produce even several years ago. In one example, a about operations. The result can be a better
manufacturer more than doubled production on ability to monitor production and report issues,
existing capital equipment by using predictive among other capabilities.
capabilities driven by advanced shop-
floor analytics. With the right arch-
itecture in place, this can also pave the
In one example, a manufacturer
way for use of information from the more than doubled production on
smart factory throughout the broader
DSN: using data across the connected
existing capital equipment by using
ecosystem to inform fulfillment, predictive capabilities driven by
advanced shop-floor analytics.
product development, planning, supply,
and customer service.
LEVERAGE CURRENT SYSTEMS • Enable smarter approaches to talent.

IN NEW PROCESSES TO ACHIEVE Leaders spoke about the importance of tools
OPERATIONAL EXCELLENCE built with users’ needs in mind, the need for
Leaders we interviewed discussed the need to be diverse teams matched to the array of skills
flexible in their approach to diverse devices, data, needed for smart factory transformations, and
and systems, and to acknowledge the complexity the importance of ongoing learning and proof
and difficulty of connecting the range of systems of ROI to keep teams invested in and adaptive
and assets. By integrating their current systems to smart factory capabilities. But beyond that,
digitally and leveraging the data, companies the smart factory itself can also enable smarter
can evolve and improve upon areas such as lean allocation of workforce. Data can indicate
manufacturing and workforce management— where maintenance crew, machine operators,
exploring new ways to optimize operations, drive and others need to be to optimize performance,
greater productivity, and leverage talent. and power persona-based tools that focus
efforts on insights relevant to specific roles.
• Empower digital lean. For as long as Further, workers can team with digital and
facilities and factories have existed, method- physical technologies to augment their
capabilities, and the technology itself can create processes through the deployment of digital twins
wholly new roles within the smart factory. 20
and digital threads. Digital twins allow companies to
capture value by detecting potential issues sooner,
HARNESS AI AND OTHER ADVANCED optimizing plant capacity and predicting outcomes
TOOLS TO GET TO THE NEXT LEVEL of various scenarios. Likewise, AI can be deployed in
It is the fusion of humans and technology, the digital thread, creating a digital record of the life
including IT and OT, that makes a smart factory cycle of products themselves.
smart. Applications of physical technologies such
as robotics have led to significant shifts in the The value that can be derived from deployment
smart facility, while IoT and cloud and edge of AI capabilities can be significant. Some leaders
computing have led to the creation and aggregation reported double-digit percentage improvements in
of data and information. In fact, research has production processes, machine utilization, and
shown that leaders prioritize investing in IoT, AI, throughput from the deployment of AI-driven
cloud, and analytics above other technologies.21 capabilities.
These technologies form the foundation of
organizations that are not only connected but also SCALE THROUGHOUT NETWORKS,
harness, analyze, and use data to drive decisions. ECOSYSTEMS, AND DSNS
Scaling smart factory capabilities and processes
As they bring together information from a wide throughout the enterprise’s network allows the
variety of sources, however, leaders need a way organization to recognize smart factory value on
to make sense of it, maximize value quickly and an even broader scale. In one example, a consumer
proactively, and accelerate realization of benefits. products manufacturer generated double-digit
Advanced analytics, powered by AI, enable organiz- returns on an investment in advanced analytics
ations to comprehend all the information from their and AI to optimize input purchasing decisions
newly illuminated processes, and handle data loads across its manufacturing network. In another,
as well as critical, previously unknown correlations a biopharma company projected a net value of
in the data that a human, at scale, cannot. US$50–75 million year over year in operational
expense reduction when assessing whether smart
AI can be deployed in a variety of ways throughout factory benefits could be realized at scale.24 The
the facility for example, robots capable of navigating influx of data and information can drive improved
and learning from the types of uneven or operations not just in one facility, but throughout
unpredictable configurations that can be found in the network and even the broader ecosystem.
industrial facilities22 as well as capable of emulating
human vision and hearing for quality sensing and
asset health prediction.23 It can drive predictive Applying lessons to scale up
maintenance; dynamically route inputs and other
materials throughout the facility; and analyze, sense, Though there may be no single approach to smart
and proactively respond to circumstances across the factory deployment, lessons can be learned from
breadth of the smart factory’s operations in a control each approach that can lead to significant value.
tower, among other capabilities. AI can also be used These range from people-centric experiences such
to monitor and optimize performance of products or as change management, putting humans at the
center of capabilities, and managing skill diversity, throughout the network or ecosystem can allow
to broader operational and technological consider- value to be recognized exponentially.
ations such as the criticality of connectivity in
often-challenging environments, the diversity of If leaders take just one lesson away, however, it’s
assets, and the need to bridge the IT/OT divide. the importance of moving forward. Our research
But all these insights can come together to drive a clearly demonstrates that manufacturers broadly
vision for a successful smart factory future, agree that the future of manufacturing is “smart,”
informed by the wisdom of experience and the and the empirical results we have seen as a part of
impact it can lead to. this study clearly link to significant value delivery.
While it can seem daunting and even impossible to
Powered by data from throughout the connected tackle, by starting small with specific programs
factory, leaders can create new processes to that can produce measurable results, companies
optimize operations and leverage technologies such can get themselves started on the path to
as AI to make sense of data and anticipate, sense, substantial value. For companies already on the
and respond to shifts in the environment. After journey, it’s about accelerating and scaling the
piloting and testing these capabilities in discrete benefits you’re already seeing. For those just
locations, organizations can start small, learn, and contemplating how to start, now is the moment to
adapt—and then scale their solutions more broadly. begin—or risk being left behind. •
Scaling beyond the four walls to other facilities
STEPHEN LAAPER is a Digital Supply Networks leader in Deloitte Consulting LLP’s Strategy and
Operations practice. He is based in Boston.
BEN DOLLAR is a principal in Deloitte Consulting LLP’s Global Supply Chain practice. He is based
in Boston.
MARK COTTELEER is a managing director in Deloitte’s Digital Supply Networks practice. He is based
in Milwaukee.
BRENNA SNIDERMAN leads Deloitte’s Center for Integrated Research. She is based in Philadelphia.

The smart factory: Responsive, adaptive,
connected manufacturing
A leap forward from more traditional automation, the smart factory offers a fully connected and flexible
system. Learn more about this new frontier of manufacturing systems and how it can result in more
efficient and agile operations.
Visit www.deloitte.com/insights/smart-factory
Private 5G networks 109
CONNECTIVITY AND ITS POTENTIAL
Private 5G networks
ENTERPRISE UNTETHERED
PAUL LEE, MARK CASEY, AND CRAIG WIGGINTON

A RT B Y ST U AR T B R I E R S
T o enable enterprise connectivity—and not just any connectivity, but ultra-

reliable, high-speed, low-latency, power-efficient, high-density wireless
connectivity—a company likely has two basic options.
It can connect to a public 5G network. Or it can opt mobile networks thrive in environments full of
for a private 5G network, either by purchasing its metal and radio interference—until now. In June
own infrastructure while contracting for 2020, the long-anticipated release of 5G’s standards
operational support from a mobile operator, or by for enterprise may largely remove that limitation,
building and maintaining its own 5G network opening the door to 5G’s implementation over the
using its own spectrum. For many of the world’s next decade in factories, warehouses, and other
largest businesses, private 5G will likely become previously inhospitable locations.
the preferred choice, especially for industrial
environments such as manufacturing plants, And although not all enterprise 5G networks will be
logistics centers, and ports. private, many organizations will have good reasons
to want them to be. Unlike a public network,
We expect that more than 100 companies a private 5G network can be configured to a
worldwide will have begun testing private 5G location’s specific needs,2 and configurations can
deployments by the end of 2020, collectively vary by site depending on the type of work
investing a few hundred million dollars in labor undertaken in each venue. A private network also
and equipment. In subsequent years, spend on allows companies to determine the network’s
private 5G installations, which may be single-site deployment timetable and coverage quality.
or spread across multiple locations, will climb The network may be installed and maintained by
sharply.1 By 2024, the value of cellular mobile onsite personnel, enabling faster responses to
equipment and services for use in private issues. Security can be higher, affording network
networks will likely add up to tens of billions owners a degree of control that may not be possible
of dollars annually. on a public network:3 The company determines
which users connect, and data can be contained
It’s easy to understand the appeal of 5G, which within the site, which can reduce latency. The
promises superior performance to that of other private network may even run on dedicated
wireless standards and greater flexibility than wired spectrum, reducing the risk of variable service
networks. What wasn’t so easy was to make cellular levels due to usage by third parties.
We expect that more than 100 companies worldwide will

have begun testing private 5G deployments by the end of
2020, collectively investing a few hundred million dollars
in labor and equipment.
HOW SECURE CAN A PRIVATE 5G NETWORK BE? IT DEPENDS WHERE YOU CRUNCH THE NUMBERS
A private 5G network has obvious privacy and security advantages over a public one—or so one
might think. But just because a company owns its own network doesn’t mean that data never leaves
it. A company can take a variety of approaches to where it chooses to process its data, with different
security and privacy implications for each.
An enterprise that wants to keep its data wholly onsite would need, in addition to a private
network, the appropriate hardware and software to process the data locally. For machine learning
computations, for example, the company would need to run its own machine learning appliance
and/or equip its devices with edge artificial intelligence (AI) chips to enable them to perform
those computations onsite. Other companies may be willing to have some of their data leave the
private network to be processed in the public cloud. This can elevate privacy and security risks, but
techniques such as federated learning, in which data is preprocessed inside the private network and
only the encrypted results sent to the cloud, can help mitigate those risks.4
Where it can become more complicated is when an enterprise works with a network operator that
uses a “telecom edge” architecture. In these cases, the telecom edge AI computer could be located
on the telco’s premises, but it would be physically close to the enterprise (less than 50 kilometers).
Data could travel to and from the telecom edge computer over public networks, or it could be
colocated on the company’s premises inside its private 5G network, an approach known as “colo
edge.” It seems likely that most private 5G deployments that choose telecom edge AI approaches will
use colo edge.
5G for enterprises: As capable • Ultra-reliable low-latency communication

as wires, but without the wires (uRLLC). With uRLLC, 5G should be able to
connect controllers, switches, sensors, and
Private 5G for enterprises will exploit new actuators at latency and reliability levels
capabilities available in the next phase of the 5G equivalent to those of a wired connection.7
standard, known as 3GPP Release 16. Release 16
aims to enable 5G to substitute for private wired • Massive machine-type communications
Ethernet, Wi-Fi, and LTE networks, and includes (mMTC). mMTC supports extremely high
multiple capabilities designed specifically for connection densities, enabling industrial-scale
industrial environments.5 The various 5G networks internet of things (IoT). With it, 5G will be able
that launched commercially in 2019 were based on to connect up to a million IoT sensors and
Release 15. A Release 17 that will focus on devices per square kilometer.
additional applications, such as 5G broadcast,
is also planned for the mid-2020s.6 • Enhanced mobile broadband (eMBB).
eMBB, which was included in Release 15,
Release 16 includes three pillars that, in enables 5G to transmit data incredibly fast,
combination, equip 5G for a range of industrial at speeds of up to 20 Gbps.8
environments:
Release 16 also incorporates support for time- over Ethernet wireline networks.10 Additionally,
sensitive networking (TSN), which permits fixed Release 16 should include support for unlicensed
Ethernet and 5G networks to coexist and converge.9 networks, which means that private 5G deployments
TSN will allow 5G networks to be used for could use spectrum in unlicensed ranges.
applications that are currently usually only carried
5G’S INDUSTRIAL-GRADE CAPABILITIES

5G’s enhanced capabilities can take wireless connectivity where no standard has gone before,
opening up many previously infeasible locations and uses. With Release 16, 5G will be capable of:
• C
onnectivity speeds of hundreds of megabits per second per application, a rate previously
only available through fiber. Among other things, this is fast enough to support ultra-high-
definition (UHD) video feeds running at hundreds of megabits per second each, making remote
visual inspection viable.
• A
99.9999 percent reliability rate. This rate, also known as “six nines” reliability, implies
expected downtime of a mere five minutes per year,11 equivalent to the performance of fixed
Ethernet networks.
• E
ven greater reliability for mission-critical processes. A 5G network can be selectively
partitioned, with users able to specify the service quality provided by different network segments.
This can further reduce expected downtime for top-priority applications.
• F
unctioning in environments with metal obstructions. This ability, which uses a Release 16
capability known as 5G CoMP (coordinated multi-point),12 is essential for industrial applications.
If a metal object, such as a crane or conveyor belt, blocks a 5G signal’s path, the data can be sent
via an alternative path. Multiple transmitters create redundant paths to the receiver, ensuring that
the packet is delivered successfully.
• M
assive density. 4G networks can only support a maximum of 100,000 devices per square
kilometer; 5G can connect up to a million. For a 100,000-square-meter factory, this translates into
the ability to connect 100,000 devices, compared to 4G’s 10,000, allowing companies to connect
every sensor and device in a factory. Greater density is a growing industrial need: For instance,
BASF’s main production facility in Ludwigshafen, Germany, currently has 600,000 networked
sensors and other devices—but it would like to have 10 times more.13
• M
illisecond latency. Under Release 16, a 5G network will be able to react in a thousandth of a
second. This extremely low latency is required for some kinds of process automation and remotely
controlled devices. Latency on a private 5G network can be even lower than on public networks:
If the core of the private 5G network is on-premise, everything can be processed locally, whereas
offsite processing would entail an additional lag—of perhaps a few milliseconds if done through
a telecom edge approach, and tens of milliseconds if through a more remote data center—as the
data travels to the external site and back.
5G isn’t the only option for getting online, of course. wired Ethernet networks. However, in the long
In the short term (through about 2023), 5G will term—over the next 10 to 15 years—5G may
likely coexist with the many other cellular mobile, become the standard of choice in demanding
Wi-Fi, and wired standards that are widespread environments, when flexibility is paramount,
today. In fact, in the medium term (through 2026 reliability is mandatory, or for installations that
or so), most companies will likely deploy 5G in require massive sensor density.
combination with existing connectivity, including
WI-FI AND LTE HAVE THEIR PLACE, TOO

5G may be a big leap forward for wireless, but it isn’t the only technology that works. For many uses and
environments, Wi-Fi and/or LTE will do just fine, and we expect companies to continue to build private
networks using both (figure 1).
Wi-Fi deployment is fast, easy, and cheap compared to private cellular networks, making it an attractive
choice where speed and economy are a priority. Private Wi-Fi networks are already used in factories,
typically for noncritical applications. New Wi-Fi standards, including Wi-Fi 6, are being launched that offer
significant enhancements. Wi-Fi 6 routers were on the market as of summer 2019,14 although client devices
were not yet available.
Multiple private LTE networks—based on public LTE standards, but scaled down for private
deployment—are also likely to be deployed in 2020. Some companies may do this as a stopgap measure
until full 5G industrial networks are available (likely starting in 2021–2022). A private LTE network, which
typically uses high-caliber radio frequency equipment, can be expensive. However, the most advanced
versions of LTE may be more spectrally efficient than Wi-Fi, and it also offers network slicing, although
only of the radio network. LTE can also be more stable than Wi-Fi.
To date, LTE has usually been the technology of choice to enable connectivity in the most demanding
industrial environments. China’s Yangshan Port, for instance, uses a variant of LTE to run its fleet of
automated guided vehicles (AGVs).15 The advantage of LTE for this use is its greater coverage and mobility
than fixed Ethernet or Wi-Fi. When fully deployed, the port will house 130 AGVs, 26 bridge cranes,
and 120 rail-mounted gantry cranes, all operating remotely or autonomously. Similarly, in the United
Kingdom, Ocado has deployed a private LTE network to control 1,000 fast-moving robots in a logistics
center for online grocery orders. The network allows the robots to be managed from a single base
station, communicating with them up to 10 times per second.
Though potentially expensive, a private LTE network can pay off economically. For instance, Nokia has
used private advanced LTE networks (4.9G) to automate one of its base station factories. The LTE network
has enabled IoT analytics running on an edge cloud, a real-time digital twin of operational data and
internal logistics automation via connected mobile robots. According to Nokia, the use of these networks
has improved productivity by 30 percent and reduced the cost of delivering products to market by 50
percent, benefits that add up to millions of euros annually.16
Continued ›
WI-FI AND LTE HAVE THEIR PLACE, TOO—CONTINUED
FIGURE 1
Different connectivity technologies have different strengths and weaknesses
Wi-Fi 6 Private LTE 5G

• Office environments All environments,
• Homes including those such as All environments,
Environment • Vehicles mines or construction including industrial
• Shopping malls sites where public LTE environments
• Transportation hubs networks do not exist
Release 16 standards
finalized in June 2020;
Wi-Fi 6 certification
Availability finalized in Q3 2019
Available now initial commercialization
expected from 2021
onward
Up to 1 Gbps in best
cases, down to Up to 10 Gbps in the
Speed Up to 9.6 Gbps
narrow-band IoT initial phase
(very low speed)
Designed for densely 100,000 connections

digitally populated homes per square kilometer;
and offices; Wi-Fi 6 offers enterprises can 1 million connections
Density a 4x improvement in configure uplink and per square kilometer
dense environments over downlink, and set
the prior standard usage policies
Roaming from private to Roaming from private to

public LTE networks; public LTE networks;
Mobility Designed primarily for capable of handover at capable of handover at
fixed locations high speed (350 km/h high speed (500 km/h
relative) relative)
Ultrareliable low latency

> 100 milliseconds, but
40–50 milliseconds (URLLC):
Latency and may not be able to
when managed • Submillisecond latency
guarantee low latency
reliability with high reliability as
privately using LTE-M when managed privately
• 99.9999% (six nines)
the load increases
reliability
Licensed and Licensed and unlicensed

2.4 GHz and 5 GHz
Frequency at launch,
unlicensed spectrum, spectrum, 600 MHz to
including CBRS (3.5 mmWave (24–29 GHz and
ranges extending to 1 GHz GHz) in the United 37–43 GHz)
and 6 GHz States and 5 GHz
Sources: Mark Turner, “Wi-Fi 6 explained: The next generation of Wi-Fi,” Techspot, September 17, 2019; Gabriel Brown,
Private LTE networks, July 2017; Lauren J. Young, “Telecom experts plot a path to 5G,” IEEE Spectrum, October 6, 2015;
Yongbin Wei, The role of 5G in private networks for industrial IoT, Light Reading, May 22, 2019; Sacha Kavanagh, “5G vs. 4G:
No contest,” 5G.co.uk, September 27, 2018; Wi-Fi Alliance, Wi-Fi 6: High performance, next generation Wi-Fi, October 2018.
The hotbeds of private For operations such as these, 5G is the clear choice.
5G implementation 5G works in these types of environments; all other
technologies, including 4G and Wi-Fi, do not. And
Thanks to the specifications in Release 16, 5G has security, flexibility, and price considerations will
the potential to become the world’s predominant likely drive these organizations to want to control
LAN and WAN technology over the next 10 to 20 their own networks.
years, especially in greenfield builds.
Those building a new factory, port, or
campus may significantly reduce their
We predict that about a third of
usage of wired connections. The next the 2020–2025 private 5G market,
five years will likely see a boom in
private 5G implementations at
measured in dollars of spend, will
locations that would greatly benefit come from ports, airports, and
similar logistics hubs, which we
from better wireless technology—in
terms of speed, capacity, latency, and
more—right now. expect to be among the first movers.
We predict that about a third of the
2020–2025 private 5G market, measured in Another third of the total private 5G opportunity
dollars of spend, will come from ports, airports, will come from factories and warehouses. Today,
and similar logistics hubs, which we expect to be these facilities operate with a mix of wired and
among the first movers. It’s not hard to see why. wireless technologies, but many companies are
A major seaport, for instance, has some fixed adopting new equipment that they expect to
machinery and equipment that can connect to transform their businesses—but that won’t work
networks over cables, but it also needs to track with wires. Again, the “private” nature of these
and communicate with hundreds of forklifts and networks can offer better security, privacy, and
dollies—not to mention hundreds or thousands of flexibility; allow companies to develop proprietary,
employees—in a controlled, sensitive, and secure specialized solutions; and cost less than buying
environment. Further, port managers need to track services from a public network.
multiple data points for thousands or tens of
thousands of containers: exactly where each Several of 5G’s Release 16 capabilities will be
container is, whether it has cleared customs, crucial in industrial settings. Paramount among
whether it is at the right temperature, whether them is the ability to function in an environment
anyone has moved or opened it, whether anything filled with metal, which has stymied all prior
has been removed or added, and so on. Ideally, generations of wireless technology. Another critical
every single high-value object in every single driver of adoption will be network slicing. Instead
container could be tracked—potentially a million of allocating equal network share to each device,
objects. And all this must be done in an area only network slicing allows network performance to be
about one kilometer square, filled with moving assigned by priority. Top priority might go to
metal objects and radiofrequency-emitting devices. remotely piloted vehicles operating at speed,
while sensors and tracking devices could make do a million of these devices will be sold in 2020, up
with lower speed or higher latency. 30 percent from 2019. By 2025, annual sales could
exceed a million units.17 These autonomous dollies
Still another of enterprise 5G’s important will need 5G capabilities to support activities such
features is its ability to support an extremely high as precise indoor navigation and positioning
connection density. Every industrial screwdriver (within 10 centimeters).18 As devices such as these
in an assembly plant or weighing scale in a become more important, factory floors will evolve
hospital can become part of a massively expanded into a blend of fixed and mobile equipment aimed
network, allowing the equipment to be better at an ideal of complete flexibility.
monitored and managed for higher productivity.
Connecting everything can also greatly enhance The final third of the private 5G market will consist
simple asset management: knowing where the of greenfield installations, especially on campuses.
screwdriver is and how often it has been used In fact, many companies may initially choose to
since it was last serviced. deploy 5G only for greenfield sites, creating islands
of private 5G adoption among a
Companies can take multiple heterogenous mix of connectivity

technologies at legacy sites.
approaches to deploying a private
5G network. The very largest Historically, building a new facility or
campus entailed designing, buying,
companies are likely to install installing, and operating a wildly
private 5G networks using fully heterogenous jumble of copper wires,

Ethernet cables, fiber-optic cables,
owned infrastructure and dedicated 3G and/or 4G cellular repeaters,
and Wi-Fi equipment.
spectrum.
Over the next five years, however,
Using 5G to communicate with and among private 5G networks will become cost-effective
machines, manufacturers can build flexible enough for many sites to skip wires entirely, or at
factories that can be reconfigured with relatively least to have as few as possible. In some cases, these
little downtime. Some factory equipment, campuses may be temporary. For example, a private
of course, might not need to move. A traditional 5G network could be deployed for a few days to
industrial robot arm is powerful, expensive, and support a major music festival. A mobile operator
may always need to be fixed in place. But may ship in a mobile network to serve the influx of
companies are introducing more and more mobile 200,000 music fans, reserving a portion of capacity
elements into factories and warehouses in their with specific speed and latency requirements for
efforts to improve productivity. One example is festival operations such as television broadcasting
the growing use of autonomous professional (with 5G replacing cabled connections), speaker
service robots—machine-controlled, not driven connections, and emergency services.19
remotely by a human operator—to take things
from place to place. We predict that nearly half
Companies can take multiple approaches to 5G for industry:

deploying a private 5G network. The very largest From cost reduction to
companies are likely to install private 5G networks
process reinvention
using fully owned infrastructure and dedicated
spectrum (in markets where this is permitted), Enterprises are likely to deploy 5G in stages,
managing these networks either through an with initial deployments in the next couple of years
in-house team or via an outsourced mobile largely focused on cost reduction. Some deploy-
operator. Medium-sized and smaller companies ments may start off on public 5G networks and
are more likely to lease network equipment, then be converted to private networks or vise versa.
outsource network management, and sublease
spectrum (geofenced to their location) from a Below are some of 5G’s applications in industrial
public mobile operator—or, in some cases, use contexts. All of these applications could be
unlicensed spectrum.20 A mobile operator, systems deployed over public networks, but companies may
integrator, or equipment vendor may manage the stand to gain greater benefits if their networks
network and all of its attached elements. were eventually made private.
A NICE-TO-HAVE FOR CONSUMERS, A MUST-HAVE FOR MANUFACTURERS?

The first 5G launches in 2019 were aimed at consumers, in large part because the standards
applicable to consumers (known as 3GPP Release 15) were available first. But first offered does not
necessarily mean most useful, at least in terms of broader economic impact. Most consumers may
experience only incremental benefits from 5G. It alleviates congestion in densely populated areas
such as train stations, and can offer an alternative to fixed connections for home broadband, but the
resulting gains in speed, convenience, and availability may be too small for many to notice.
Businesses are a different story. With the advent of Release 16 in June 2020, 5G is poised to drive
massive changes in the way companies work, particularly in the manufacturing industry.
In 2020, only an estimated 10 percent of the world’s machines will have a wireless connection.
(This compares to the estimated 5 billion people worldwide who will have a mobile data connection
by 2025—the majority of the human population.)21 This means that most of today’s production lines
are fixed and cabled, making it time-consuming and expensive to reconfigure production lines. This,
in turn, constrains the flexibility of their outputs. Physical cables attached to moving machines also
weaken over time. Maintaining and replacing them is expensive, not just due to parts and labor costs,
but also because of the interruption to production.
Recent manufacturing history is rife with efforts, not all of them successful, to reconcile the factory
floor’s inflexibility with customers’ burgeoning expectations for mass personalization.22 5G Release
16, deployed in a private environment, may be the solution.
5G FOR CABLE REPLACEMENT

In some cases, an organization may opt Besides the advantages in comfort
for 5G simply because it is cheaper than
adding additional fixed connections.
and convenience, remote-
This is the rationale for Rush University controlled machinery can allow
Medical Hospital in Chicago, which is
installing 5G in one of its older buildings.
aging or disabled individuals to
At 100 years old, the building’s remain economically active—an
important benefit in countries such
architecture was simply not designed for
the computer age:23 Its false ceilings are
already full, and there is no space for as Japan with aging populations.
additional cables. Adding wires to the
building would cost millions of dollars
more than connecting it with 5G, which offers Some ports are also looking at using cellular
equivalent connectivity and greater flexibility. mobile to monitor autonomous guided vehicles or
That’s not to say that Rush is indifferent to 5G’s to control cranes remotely, as well as for video
potential for newer buildings—the hospital is also surveillance. In Rotterdam, Netherlands, 5G-
designing a new 11-story facility with 5G connected ultra-high-definition cameras enable
connectivity at its heart. visual inspection of a 160,000-kilometer pipeline
network.26 In Tianjin, China, 5G-connected drones
5G FOR REMOTE CONTROL have been used to inspect electric power lines.27
5G can also be used to control facilities remotely.
For example, a small farm in the United Kingdom 5G FOR NEW DEVICE CATEGORIES
plans to use 5G to create a “hands-free hectare”— The full 5G standard may enable some relatively
a fully automated farm.24 Remote-controlled niche, nascent device form factors to attain their
machines, such as tractors and drones, will be used full potential. Augmented reality (AR) and virtual
to sow, maintain, and harvest crops. Extra sensors reality (VR) goggles are two examples. As of 2019,
at ground level provide additional information. sales of AR goggles in both consumer and
enterprise contexts were estimated to be in the
Similarly, one Japanese company uses 5G to hundreds of thousands,28 as were sales of VR
connect drivers, based in a Tokyo office building, goggles for industrial use.29 5G’s high-speed,
to a mechanical digger at a construction site tens of reliable connectivity could allow these devices to
kilometers away.25 Video streams from multiple 4K process images in the cloud rather than locally,
cameras relay the digger’s surroundings at 5G greatly improving the user experience. In trials,
speeds. The driver can thus control the digger 5G has been able to deliver images to VR goggles
without having to sit cramped in a cab, possibly in with a 2880-by-1600-pixel display (equivalent to
arduous weather conditions, or having to commute between HD and 4K resolution) with a refresh
to a distant site. Besides the advantages in comfort rate of 75 frames per second.30 This rapid frame
and convenience, remote-controlled machinery can rate is necessary to minimize goggle-related
allow aging or disabled individuals to remain motion sickness.31
economically active—an important benefit in
countries such as Japan with aging populations.
Of their possible enterprise applications, AR 5G FOR PROCESS REINVENTION

and VR goggles may be especially useful for AND NEW OPERATING MODELS
maintenance. Maintenance workers could don high- Perhaps 5G’s most compelling aspect is its ability
caliber AR goggles to access automated assistance to contribute to fundamental process redesign,
in the field, for instance, with AR overlays guiding particularly in manufacturing. 5G technology is
workers around the equipment. VR, too, could be
32
arriving at a time when manufacturing, in many
used for remote maintenance, relaying images from markets, is looking to reinvent itself. For many
360-degree spherical cameras. companies, the timing could not be better.
5G FOR PRODUCTIVITY IMPROVEMENT Take the automobile industry as an example.

By improving the efficiency of existing processes, Car buyers today expect, and will pay for,
5G has the potential to drive huge productivity personalization in their vehicles. While vehicle
gains. One trial by Worcester Bosch in the United manufacturers are offering an ever-widening range
Kingdom found that private 5G enabled a 2 percent of car models and subcategories to meet this
productivity improvement for some applications, demand, assembly lines need to be more flexible to
double what was expected. To put this figure in
context, 2 percent improvement is equivalent to
the United Kingdom’s average productivity gain
over the whole of the past decade.33
The manner in which 5G can help improve

processes is constrained only by human ingenuity.
At one manufacturing plant in Helsinki, for instance,
a 5G-connected camera provides real-time feedback
to staff assembling low-voltage drives. The camera’s
video feed is analyzed using machine vision,34 and
any assembly errors trigger an instant alert.
An absence of alerts reassures workers that the
assembly is perfect. The machine vision application
also guides workers on ergonomically correct body
and hand positions for assembly.
Ericsson is using 5G to automate the maintenance

of about 1,000 high-precision screwdrivers based
on utilization levels. Previously, workers had to
manually calibrate and lubricate the screwdrivers,
using a paper-based system to track when service
was needed. Adding motion sensors to quantify
screwdriver usage, along with narrowband internet
of things (NB-IoT) modules for connectivity, has
enabled Ericsson to automate the process, cutting
annual workload by 50 percent.35
accommodate their manufacture. In response to phone number needed to provision and pay for 10
this need, Mercedes has created a template for a separate lines. If one employee wanted to make an
new type of factory based on a flexible production internal call—for example, a call to a colleague five
line, called “TecLine.” Mercedes’s TecLine facility, meters away—the call was routed from that
equipped with 5G, houses a flexible assembly line employee’s phone out of the building, to the
composed of 300 driverless systems. Rather than telecommunications operator’s central office
moving step by step down a linear assembly line, switching center, and then back into the building
builds in progress are carried by autonomous to the colleague’s office. This was neither cheap
transport systems to different areas of the factory, nor efficient.
with the appropriate parts brought to each station
by intelligent picking systems.36 The 1970s saw the development of an alternative
solution: an automated private branch exchange
Bosch Rexroth is taking this concept even further. (PBX). A PBX is a telephone switch that resides
It is building a factory in Xi’an, China, in which inside the business’s premises. Each internal
only the walls, floors, and ceiling are fixed; phone has its own extension number. With a PBX,
everything else is mobile. Assembly lines are internal calls never leave the office: It is, in effect,
modular, with their constituent machines— a private network, which connects to the public
communicating with each other over network only for external calls. A business can
5G—autonomously moving and reconfiguring lease or rent a PBX from the telephone company,
themselves into new production lines. 37
which maintains and services it for a monthly
charge or, from the 1990s, the business could buy
Other industries can reinvent processes using 5G and maintain its own PBX. A PBX offers various
as well. A 5G-equipped hospital, for instance, could benefits and features (hold music, for example)
connect many more devices than was formerly not available on public network lines, and also
possible, and the devices would remain connected offers cost savings.
even if they were moved around. Medical
instruments, from scales to blood pressure cuffs, In the early days of the PBX, almost every company
would no longer need to stay in a fixed location to left installing and maintaining PBXs to the
be connected,38 while doctors could access more telephone company. It took decades for the
sophisticated remote imaging and diagnosis enterprise-owned and -operated PBX market to
capabilities from these devices. take off.
By 1988, the US PBX market amounted to nearly

Private 5G follows in the 5 million phone lines annually.39 The launch of
footsteps of the private internet protocol PBX (IP PBX) technology in 1997
allowed enterprises to use PBXs for local and even
branch exchange (PBX)
long-distance calls as well as internal calls,
In the early days of enterprise telephony, when the enabling them to offer even more features and
sole application was voice calls, a company that reduce costs even further.40 IP PBXs enable a
wanted each of its 10 employees to have a different company’s geographically dispersed sites to be
part of a single nationwide, or even multinational, entirely run by the enterprise. It enables features
voice network. as well as many benefits that are not available on
public 5G, and it may offer cost savings.
Like a PBX, a private 5G network is internally self-
contained, but it also needs to be connected to the We expect that in the early days of private 5G, most
external network. It can work in partnership with a companies will opt to leave it to the experts: the
telco on a managed service basis, or it can be operators who also run the public 5G networks.
THE BOTTOM LINE

Businesses have always been disrupted by successive generations of communications technology
improvement. 5G’s Release 16, however, could be the most disruptive mobile technology yet. Its broader
adoption for private networks has implications for many types of companies.
For mobile operators, the growth of private 5G networking can mean additional revenue. Operators
supporting private 5G deployments have an opportunity to bring their network management skills to
individual companies, especially small and medium-sized businesses to establish and operate private
networks. In some markets, they may be able to sublease their spectrum in specific geofenced locations.
To effectively tap into these opportunities, mobile operators will need to build vertical sector capabilities
or partner with companies with sector-specific knowledge. Each sector—indeed, each deployment—
will likely have a custom set of needs and applications, each requiring a different combination of
performance attributes such as speed, latency, and reliability.
For network equipment vendors, the private 5G prize is a much-expanded market into which to sell
cellular mobile equipment. One (admittedly hyperbolic) estimate projects that private wireless networks
could eventually account for up to 14 million cellular base stations, which would be more than double
the 7 million base stations currently operated by the world’s public mobile operators (although the price
per site for enterprise cellular is likely to be lower than for public).41 Additional revenue opportunities can
come from companies’ needs for service and support to maintain their private 5G networks. Vendors will
need to determine whether to sell directly to companies or to partner with mobile operators, often as
part of a consortium.
Regulators should determine how much, if any, spectrum to make available to companies’ private
networks. In some markets, regulators may need to decide whether to allocate spectrum directly to
companies or to distribute it through mobile operators. Regulators should also consider at which
frequency bands to make spectrum available.
Hundreds of thousands of companies are likely to companies undertake transformations on the

deploy private cellular networks over the next back of 5G, the shape of industry itself will alter,
decade. Some may simply swap some or all their perhaps dramatically. If and when that happens,
cables for wireless, but potentially much more history will likely view 5G not just as a
rewarding—though more challenging—would be to technological marvel, but as an elemental force
pair private 5G deployment with process change that reshaped the way companies do business. •
and business model redesign. As more and more
SPECTRUM BANDS FOR PRIVATE 5G

The performance of private 5G networks will depend on the quantity and ranges of spectrum
available. Mid-band spectrum (1–6 GHz) works well in indoor environments, enabling wide coverage
with a relatively small number of transmission points. Millimeter-wave spectrum (24–29 GHz,
37–43.5 GHz, and 66–71 GHz) offers higher speeds and lower latency, and its signals are easier to
contain within a building, thus lessening the potential for interference with macro mobile networks.
However, it requires denser radio deployment than mid-band.
Many approaches to spectrum for private mobile networks are currently deployed, in trial, or under
consideration. These include:
• 5G in licensed spectrum. In this approach, which has been adopted in Germany,42 spectrum may
be allocated to an individual company or managed by an operator.
• LTE in licensed spectrum.
• Standalone LTE in unlicensed spectrum (MulteFire). This is the current approach in Japan, where
the plan is to eventually migrate MulteFire to 5G NR.
• LTE in shared spectrum (e.g., Citizens Broadband Radio Service band [CBRS] in the United States).
This operates at 3.5 GHz in the United States, where the US Federal Communications Commission
has set up a three-tiered spectrum-sharing framework.
• Standalone 5G in unlicensed spectrum (MulteFire). One example is NR-U, with standalone and
nonstandalone modes of operation in the 5 GHz and 6 GHz bands.
PAUL LEE is a UK partner and the global head of research for the technology, media, and
telecommunications (TMT) industry. He is based in London.
MARK CASEY, a partner with Deloitte Netherlands, is Deloitte’s global leader for the
telecommunications, media, and entertainment industry. He is based in Amsterdam.
CRAIG WIGGINTON, a partner with Deloitte & Touche LLP and vice chairman, Deloitte LLP US, leads
the telecommunications industry for the United States, the Americas, and globally. He is based in New
York City.

TMT Predictions 2020
Just five ecosystems are responsible for the bulk of the TMT industry’s revenue: smartphone, TV,
PC sales and ancillaries, enterprise data centers and software, and IoT. This year’s report is largely
focused on the interconnectedness of the big five ecosystems, leading to ever faster and more useful
applications of technology.
Visit www.deloitte.com/insights/tmt-predictions
124 IN BRIEF
Marine
plastic pollution
THE HEFTY COST OF DOING NOTHING
P
LASTIC WASTE FLOWING from rivers into
oceans around the world has reached an
estimated 0.8–2.7 million metric tons per
year.1 Awareness of the harmful impact has led to
several initiatives from governments and
volunteers aiming to curb the problem. The ability
to objectively quantify the impact of marine plastic
pollution could enable the construction of effective
and efficient frameworks to assess solutions for
controlling or preventing the buildup of marine
litter at the source itself before it enters the oceans.
In collaboration with The Ocean Cleanup under

the Impact Foundation, Deloitte Netherlands
developed an economic assessment model to
quantitatively estimate the impact of land-sourced
marine plastic on key economic sectors linked to
the blue economy.2 By compiling information
from existing research literature across Europe,
Asia, Africa, Middle East, and the Americas, our
model highlighted that marine plastic pollution
could have resulted in an annual economic loss of
up to US$19 billion for 87 coastal countries in
2018. Although staggering, this number could be
conservative, as the economic loss relates to
inhabited coastlines, and only selected industries
linked to oceans were scoped in to study
the impact.
The model indicated that the highest costs

generally arise from cleanup activities, which relate
Marine plastic pollution 125
directly to government spending. Because government-sanctioned cleanup activities are typically systematic
with dedicated budgets, governments are generally the primary orchestrators of cleanup activities and the
bearers of associated costs. With the scope of our analysis limited to selected coastal countries, we identified
four primary cleanup areas: coastlines, rivers/other waterways, marinas, and ports. According to the costs
estimated by the model,3 cleaning stranded or floating plastic waste from inhabited coastal areas would have
cost US$5.6–15 billion in 2018.
The second direct cost estimated by the model4 is related to marine tourism: The industry potentially lost an
estimated US$0.2–2.4 billion in revenue in 2018. The aesthetic value of the environment can be greatly
affected by mismanaged waste. Stranded debris can also cause injuries and long-term health concerns for
humans. Whether tourists are turned off by health/safety risks or just the prospect of an unpleasant
experience, a reduction in tourism activity has caused a snowball effect, and tourism-associated businesses
are seeing a loss of livelihood.
The third direct cost is being felt by fisheries and aquaculture businesses, which lost US$0.3–4.3 billion in
revenue in 2018, as estimated by the model.5 The presence of plastic debris in water bodies has an adverse
effect on marine biodiversity. Not only can this affect local ecosystems and the food chain, but it can also
harm fishery reserves which are typically the main source of sustenance for the fisheries sector. The
degradation of water quality tends to compound the problem by creating unfavorable conditions for
aquaculture. Fish larvae can have high mortality rates and are sensitive to water quality and nutrient feed.
Any slip in their survival rates can result in significant economic losses for the fisheries and
aquaculture industry.
We further studied the waste management value chain in coastal countries that have higher volumes of waste
leakage. A responsible, well-established waste management infrastructure allows for waste collection,
transportation, sorting, and processing—ideally recycling—in a way that keeps plastic from ending up back
in the environment. We found that the challenge is exacerbated by the fact that the countries with the
highest outflow of river plastics typically have underdeveloped and/or underfunded plastic disposal options,
as well as substantial leakage. While the public and private sectors have made some efforts to address this
issue, more commitment is likely needed to act locally.
The financial impacts of marine plastic pollution emphasize the incentive to remove river plastic. The field is
wide open for potential heroes, from government to development agencies to corporates. The prospect of
involvement for all seems win-win: Cut the cost of plastic waste and earn a reputation for taking action. •
To learn more, read the full report, Marine plastic pollution: The hefty cost of doing nothing,
on www.deloitte.com/insights/marine-pollution.
126 RESPONSIBLE BUSINESS
The sustainability transformation 127
RESPONSIBLE BUSINESS
The sustainability
transformation
LOOK AHEAD, LOOK INSIDE,
AND LOOK AROUND
SARAH KERRIGAN AND DULEESHA KULASOORIYA

A RT B Y L IV I A C I V E S
C limate change is a crisis of unprecedented magnitude that threatens to

multiply a broad range of sustainability risks. Organizations are under
increasing pressure to respond. Many will need to sustainably transform their
business models to find new opportunities and avenues for growth for their
future business.
In examining organizations that have started down “just” a sustainability plan. It was a business plan
this path, we have identified three basic actions to grow Unilever’s sustainable brands, drive
that have enabled them to turn sustainability from innovation, and attract and retain talent.1 During
a risk into an opportunity. First, they look ahead to Polman’s 10-year tenure (2009–2019), the
understand how they can capture new growth company delivered consistent top- and bottom-line
opportunities from sustainability. Second, they growth. His commitment to sustainably transform
look inside, within their business, to find ways to Unilever created excellent returns for its share-
reconfigure their operations to help accelerate the holders, delivering a total shareholder return of
transformation toward greater sustainability. 290 percent.2
Finally, they look around for opportunities to
leverage their business ecosystem to help create Polman has long held the conviction that
competitive advantage in a sustainability-focused expectations are changing, insisting that business
world. In this article, we explore what each of these leaders need to take a more active role in tackling
actions entails, drawing lessons from some the sustainability agenda to protect their future
companies focused on sustainability. business.3 That sustainability agenda, as articu-
lated by the 17 United Nations (UN) Sustainable
Development Goals (SDGs), recognizes that
Reaching the point businesses are an essential partner for addressing
of no return the SDGs, from contributing finances to providing
products and services that address sustainability
The experience of Unilever over the last decade (figure 1).4
demonstrates that, despite financial headwinds,
undertaking a sustainability transformation can The 17 UN SDGs are interdependent and
create meaningful business value. interconnected. The climate crisis threatens to
disrupt water supplies, food production, and
When Paul Polman took the reins as Unilever CEO energy security, harming the livelihoods and
during the global financial crisis, the firm was incomes of many.5 In late 2019, UN Secretary-
undergoing one of the most tumultuous periods of General António Guterres warned that a “point of
its 150-year history. In his first year, Polman no return” for climate change is “in sight and
created the Unilever Sustainable Living Plan, a hurtling towards us.”6
decade-long scheme to double the company’s
revenue while simultaneously reducing its Yet crises can also be profound catalysts for change,
environmental footprint and increasing its social creating opportunities to gain new perspectives.
impact. But the Sustainable Living Plan wasn’t Businesses that see climate change—and
FIGURE 1
The UN's SDGs are interdependent, with business playing a critical role in
realizing them
Business
Economy
Society
Environment
Source: Adapted from Stockholm Resilience Centre, “Contributions to Agenda 2030,” accessed April 18, 2020.
sustainability—not only as a threat but as an New business pressures toward sustainability

opportunity might be best placed to unlock new make this imperative critical. The combined
innovations and ignite unexpected collaborations. actions of a range of parties—including
Businesses may need to transform themselves to communities, consumers, employees, regulators,
thrive in an era where tackling sustainability is corporations, and, recently, financial institutions—
becoming an imperative. suggest that the momentum toward sustainability
is reaching a tipping point (figure 2).
FIGURE 2
The momentum behind sustainability is accelerating

The global financial crisis from 2008–2010
resulted in calls for increased transparency
and responsibility in financial and investment
2008–2010 decisions by regulators.
2013
2008 2015
2017
Financial institutions
Corporations and employees
Governments and supranationals
Customers and civil society
2020 2018
2019
The COVID-19 pandemic affects
millions of people worldwide,
impacting lives and livelihoods and
2020 disrupting the global economy.
Source: Various public sources.

Customers Corporations
and civil society and employees
2013 Collapse of the Rana Plaza apparel factory in 2017 More than 100 companies with a combined
Dhaka, Bangladesh kills 1,132 workers and market cap of more than US$3.5 trillion and
awakes the world to poor labor conditions in financial institutions responsible for assets of
the global apparel supply chain. more than US$25 trillion publicly commit
support for the Task Force on Climate-Related
2014 Exposé of debt bondage, trafficking, and abuse Financial Disclosures (TCFD).
of migrant workers in the Thai fishing industry
implicates global supermarket retailers in 2018 Patagonia CEO Yves Chouinard announces in
modern slavery. November 2018 that he would channel US$10
million the company received through
2015 World leaders adopt the 2030 Agenda for corporate tax cuts to protecting air, land, and
Sustainable Development calling for urgent water and finding solutions to the climate crisis.
collective action to address the United Nations'
17 SDGs. 2019 The Business Roundtable updates its
decades-old definition of the purpose of a
2018 Greta Thunberg stages a protest in August 2018 corporation; nearly 200 CEOs agree to eliminate
outside the Swedish Riksdag (parliament), its bedrock principle that shareholder interests
holding a sign that read "Skolstrejk för klimatet" must be placed above all else.
("School strike for climate”), sparking a global
2020 Amazon CEO Jeff Bezos commits US$10 billion
movement in youth climate activism.
to address climate change through the
establishment of the Bezos Earth Fund.
Governments
2020 Corporate leaders of major international brands
and supranationals
take a stand on racial injustice by speaking out in
New legislation, including the UK Modern support of Black Lives Matter, a political and social
2015–
Slavery Act (2015), French Duty of Vigilance Law movement that campaigns against violence and
2020
(2017), Australian Modern Slavery Law (2019), systemic racism toward Black people.
and Dutch Child Labor Due Diligence Law
(2020), call on companies to tackle social and Financial
environmental harms in their extended supply institutions
chains.
2019 World’s largest pension funds and insurance
2015 Countries adopt the Paris Agreement at the
companies representing US$2.4 trillion in AUM
COP21 in Paris, committing to limit global
commit to transition their portfolios to become
temperature rise to below 2 degrees Celsius
carbon-neutral by 2050.
and striving for 1.5 degrees Celsius.
2019 Goldman Sachs pledges US$750 billion across
2017 Launch of Network of Central Banks and
investing, financing, and advisory activities by
Supervisors for Greening the Financial System
2030 to accelerate the climate transition and
(NGFS), with the aim of mobilizing mainstream
advance inclusive growth.
finance to support the sustainability transition.
2020 Principles for Responsible Investment (PRI),
2019 The European Banking Authority (EBA) launches
an international network of responsible
its Sustainable Finance Action Plan, which sets
investors, hits 500th asset owner signatory
out its approach to integrate environmental,
milestone. PRI signatories, now representing
social, and governance (ESG) considerations
over US$90 trillion in AUM, commit to
into its risk management policies.
mainstream sustainable finance.
2020 BlackRock CEO Larry Fink publishes letter to

CEOs signaling the fundamental reshaping of
finance.
Financial flows are being redirected toward are increasingly using their regulatory authority
sustainable practices. An important shift to urge companies to adopt sustainable business
motivating change in business behavior has been practices. For example, in 2017, the French
the redirection of financial flows as investors, government enacted new regulations requiring
lenders, and insurers increasingly realize that that French multinational companies identify and
sustainability risks generate financial risk. prevent adverse sustainability impacts resulting
Investors, in particular, are playing a central role in from their own activities and the activities of their
accelerating capital flow toward sustainable funds. subcontractors or suppliers.10 Additionally, we
In 2019, sustainable funds in the United States have seen supranational organizations such as the
attracted more than US$4 billion per quarter. World Bank Group urge governments to adopt
Prior to this, flows had never topped US$2 billion COVID-19 stimulus packages that will promote
in any quarter. For investors, climate change is
7
sustainable growth.11
taking center stage. At the United Nations’ (UN’s)
annual climate conference in 2019, more than 630 Growing worker activism is pushing
investors, collectively managing over US$37 employers toward sustainability. Workers are
trillion in assets, signed a statement urging emerging as a newly empowered and vocal group
companies to take stronger action to address with the ability to materially influence a company’s
climate change, including phasing out coal and strategy and reputation. More than ever, workers
supporting the transition to a lower-carbon future.8 are calling out perceived hypocrisy among their
Larry Fink, CEO of BlackRock, the world’s largest employers, such as donating funds to climate
institutional investor with US$7.4 trillion in assets action while still investing in carbon-intensive
under management (AUM), has been a prominent industries. Companies are experiencing a growth
advocate of this shift, stating in January 2020 that in worker petitions, strikes, and walkouts over
climate change has brought businesses to “the edge inaction on sustainability. Companies that fail to
of a fundamental reshaping of finance.”9 meet employee expectations on sustainability may
see talent shortages or problems
An important shift motivating change

with engagement: Deloitte
Global’s 2019 millennial survey
in business behavior has been the found that millennials and Gen Zs
show deeper loyalty to employers
redirection of financial flows as that boldly tackle environmental
investors, lenders, and insurers make and social issues that resonate
with them.12
the connection that sustainability
risks generate financial risk. Customer preferences are
tilting toward sustainable
products and services.
Regulations are increasingly supporting the Continued changes in consumption and purchasing
adoption of sustainable business practices. patterns are trending toward a greater overall
Governments have numerous regulatory tools at emphasis on sustainable products and services.
their disposal to shape business practices, and they This trend is especially noticeable among
millennials and Gen Zs. Deloitte Global’s 2019 201915 stresses that businesses have an obligation
millennial survey found that 42 percent of to create value for their customers, employees,
millennials decided to purchase a company’s suppliers, and communities in addition to
products or services because they perceived it shareholders.
to have a positive impact on society or the
environment.13 These shifts in consumer behavior A number of high-profile business leaders
are creating market opportunities for sustainable have recently publicly committed to tackling
alternatives. For instance, by 2028, the used- sustainability issues, with a particular focus on
fashion market is set to skyrocket in value to climate change. In February 2020, Amazon CEO
US$64 billion in the United States, while fast Jeff Bezos committed US$10 billion to address
fashion is expected to only reach US$44 billion.14 climate change through the establishment of the
Similarly, meat alternatives—plant-based meat Bezos Earth Fund,17 while Patagonia CEO Yvon
substitutes—are expected to become a US$140 Chouinard announced in November 2018 that he
billion global industry in the next decade. 15
would channel US$10 million the company
received through corporate tax cuts to protecting
These pressures are elevating sustainability as a air, land, and water and finding solutions to the
priority among executives and boards. Shifting climate crisis.18 These events illustrate business
attitudes have made it an imperative for companies leaders’ increasing concern about the climate crisis,
to place sustainability at the heart of their as well as the willingness of some to invest in doing
strategies. Indeed, the statement on corporate something about it.
purpose issued by the Business Roundtable in
BLACKROCK LEADS IN CALLING FOR CHANGE

In his 2020 annual letter to CEOs, BlackRock CEO Larry Fink called upon every government, company,
and shareholder to confront the “new climate reality.” BlackRock also announced it would remove
companies generating more than 25 percent of their revenues from thermal coal production from its
investment portfolios.19
Fink used his 2020 letter to signal to the market that investors are realizing that climate risk
creates investment risk and that, therefore, organizations should anticipate “in the near future … a
significant reallocation of capital.”20 He noted that companies that fail to integrate sustainability and
climate considerations into their businesses risk being left behind as investors and businesses shift
to a low-carbon economy, warning them that such firms may be profitable in the short term, but that
negative externalities would catch up with them and destroy shareholder value in the long run.21 Fink
emphasized BlackRock’s conviction that sustainable and climate-integrated portfolios will provide
better risk-adjusted returns to investors, making them a key focus for BlackRock going forward.
Fink reaffirmed BlackRock’s commitment to sustainability in a March 2020 letter to shareholders,

saying that “the pandemic we’re experiencing now highlights the fragility of the globalized world and
the value of sustainable portfolios.” Noting that “we’ve seen sustainable portfolios deliver stronger
performance than traditional portfolios during this period,” Fink sees an opportunity to accelerate
the trend toward sustainable investment as the global economy recovers from the COVID-19 crisis.22
Toward a more criticized and shares plunged by 8 percent,

sustainable enterprise Unilever’s strong performance over the next
decade demonstrates that such a longer-term focus
We have identified three business strategies that can be an effective way to manage a business.23
can guide the sustainable transformations of
future-thinking companies: An example of looking ahead to identify these risks
and opportunities comes from the energy industry,
• Look ahead. Understand what threats and, particularly coal, oil, and gas companies. In 2019,
more importantly, opportunities the pressures an estimated 6 million people in more than 180
toward sustainability present for the future of countries, in probably the biggest climate protest
the business. in history, took to the streets to demand far more
action to cut greenhouse gas emissions.24 By the
• Look inside. Consider how business end of that year, more than 450 investors
operations could be reconfigured to accelerate representing more than US$40 trillion in AUM
the transformation toward greater signed the Climate Action 100+ initiative, which is
sustainability. committed to pressurizing the largest corporate
greenhouse gas emitters to “curb emissions,
• Look around. Leverage the surrounding improve governance, and strengthen climate-
business ecosystem to create related financial disclosures.”25
competitive advantage.
Executives need to be aware of the

LOOK AHEAD TO YOUR
FUTURE BUSINESS shifts taking place and understand
Businesses that want to succeed in
the future need to look ahead to the
how growing sustainability
future. Executives need to be aware of expectations may shape their
the shifts taking place and understand
how growing sustainability expectations
company’s and industry’s future.
may shape their company’s and
industry’s future. Investor pressure is pushing the clean energy
transition forward in the fossil fuel industry,
Some business leaders may need to pull themselves threatening its profitability while also creating
out of the short-term thinking that is often driven avenues for new business models. As an example,
by pressures for quarterly performance, and not in December 2019, Goldman Sachs announced a
lose sight of how they can create lasting value over US$750 billion commitment to drive global climate
the long term. Encouraging this kind of thinking transition and inclusive growth strategies.26
can sometimes take radical forms. At Unilever, BlackRock announced in January 2020 that it had
one of Polman’s first actions as CEO was to end raised US$1 billion for its Global Renewable Power
quarterly reports and earnings guidance, urging III fund, which will focus on renewable power
shareholders to focus on the long-term health of generation and energy storage and distribution.27
the business. Although the decision was heavily It is expected that investment in solar, wind, and
other green energy technologies will double over approach, strategic planners “zoom out” beyond
the next decade, with the world on pace to hit the short-term time horizons typical of strategy
US$2.6 trillion for renewable energy investments planning to take a longer-term view of 10 to 20
by 2030. A growing number of startups are
28
years ahead.30 Having understood what this future
responding to this opportunity by entering the could hold, they then “zoom in” back to the
renewable energy industry, aiming to gain ground immediate future to identify actions within the
while older companies work to adapt. next six to 12 months that can help the business
reach that future destination.
A number of incumbent energy companies have
begun to reinvent themselves in response to these Scenario planning can be a useful tool in this
pressures. The Danish company Ørsted, for exercise for illuminating possible futures for which
instance, is moving from coal to renewable sources to prepare. For instance, Royal Dutch Shell’s SKY
of generation to meet growing demands for renew- scenario, developed in 2018, illustrates a
able energy. A decade ago, Ørsted was one of technologically, industrially, and economically
Europe’s most coal-intensive energy companies. viable route to limit global average temperatures to
Today, Ørsted is in the midst of shifting entirely to below 2 degrees Celsius.31
high-growth renewable energies such as wind,
solar, and storage solutions. The company LOOK INSIDE FOR WAYS TO
estimates that it will completely phase out the use ACCELERATE YOUR TRANSFORMATION
of coal by 2023 and generate almost 100 percent of With a longer-term narrative in place, executives
its energy from green sources by 2025.29 can look inside their business to see what
initiatives they could launch today to accelerate
As the energy industry’s experience illustrates, the path toward that future. Depending on the
the sooner a business can look ahead, the more magnitude of the sustainability risks and
likely its chances of turning future disruptions into opportunities they face, some companies may
new opportunities. These new opportunities have find that they need to go beyond integrative
the potential to support a range of business models approaches—which seek to weave sustainability
while answering societal needs. For instance, into existing business models, strategies, products,
circular businesses that strive to minimize waste, and services—to transformative approaches in
regenerative businesses that may restore land, and which sustainability considerations drive the
inclusive businesses that aim to alleviate poverty. design of new business models, strategies,
products, and services.
To identify these opportunities, we recommend an
approach termed “zoom out/zoom in.” In this Organizations that take a transformative approach
to sustainability have made several characteristic
shifts to think and act differently (figure 3).
FIGURE 3
Several key shifts characterize companies that take transformative approaches

to sustainability
FROM TO
Companies see sustainability
Companies see sustainability through
01
through the lens of growth and
the lens of disruption and risk,
opportunity, focusing on how
Risk- focusing on how sustainability could Opportunity- sustainability could increase the
focused damage the company’s bottom line. focused company’s bottom line.
Companies do not reveal information Companies adopt technology
02
about their sustainability advances to enable radical
performance, choosing to shy away transparency, and openly discuss
Opaque from technology or reporting practices Transparent sustainability performance and
that could expose poor performance. improvement areas.
Profit-driven companies are committed Purpose-driven companies seek
03
to create financial returns for their to create long-term value for all
shareholders. Profit-driven companies stakeholders, not just shareholders.
Profit- draw on the commitment to profit to Purpose- Their purpose guides strategy and
driven drive strategy and decision-making. driven decision-making.
Enterprise approaches operate within Ecosystem approaches aim to

a company’s traditional boundaries. transcend a company’s traditional
04 Enterprise-
focused
Interactions with external
stakeholders, such as customers,
suppliers, or communities, are
Ecosystem-
focused
boundaries to involve the wider
ecosystem, recognizing the
company’s interdependencies
transactional rather than reciprocal. with external stakeholders.
Collaborative approaches aim to

Consultative approaches aim to
05
engage in co-innovation and
raise awareness, exchange
partnerships with stakeholders
information, build support, and
Consultative secure buy-in from stakeholders. Collaborative to build mutual interest in
sustainable outcomes.
A regenerative model aims to go

A preservative model aims to
06
beyond the current state to
sustain the present state. This
restore and reconstruct. This
model adopts a “do no harm”
Preservative approach to sustainability. Regenerative model aims to “do more good
than harm.”
Companies take a linear, “take-make- Companies strive to adopt a circular

model with the aim of preventing
07
consume-waste” approach to using
resources. The raw material is waste. A circular model is renewable by
transformed into a product, which is design and aims to gradually decouple
Linear Circular growth from the consumption of raw
thrown away after it ends its life cycle.
materials to preserve finite resources.

By viewing sustainability through the lens of interests of workers, the community, and the
growth and opportunity, businesses have been able environment.”34 Its purpose-driven strategy has
to apply their creativity and innovation to tackle driven the brand’s differentiated business model to
some sustainability challenges while also opening new heights as the company has developed a strong
up new business models, strategies, products, and following, earning over US$1 billion in annual
services. By innovating for sustainability, revenue by 2018 and increasing the legitimacy of
businesses can also identify ways to accelerate mission-centric companies.35
toward their future business, as illustrated by the
following examples: Ecosystem-focused: The Ellen MacArthur
Foundation’s Make Fashion Circular
Opportunity-focused: Volkswagen initiative promotes collaboration and
embraces opportunity in the electric vehicle innovation among leading apparel brands.
market. By 2028, Volkswagen plans to sell 70 This industry initiative brings together industry
models of fully electric vehicles (EVs). Volkswagen leaders, including Burberry, Gap Inc., H&M Group,
anticipates producing 22 million EV units by 2030, HSBC, PVH, Stella McCartney, and other key
when EVs are expected to comprise 40 percent of stakeholders to stimulate collaboration and
the automaker’s offerings.32 The automotive innovation at scale across the textile economy to
manufacturer, one of the most aggressive movers reduce waste and pollution. For instance, one effort
into the electric car market, intends to leverage the sponsored by the initiative, The Jeans Redesign
increased demand for EVs as a new market project, is working with brands, manufacturers, and
expansion opportunity. fabric mills to launch renewable jeans products.36
Transparent: Olam International enhances Collaborative: Mars Incorporated

supply chain transparency through the identifies new routes to market through a
development of a sustainable and traceable collaborative business model management
sourcing solution. Agribusiness Olam innovation. Consumer goods company Mars
International is meeting growing consumer Incorporated increased market access by piloting a
demand for transparent and sustainable food hybrid collaborative approach to working with
supply chains through its subscription platform microentrepreneurs and forming citizen sector
AtSource. The platform offers subscribers a line of partnerships. Launched in 2013, Mars’s “Maua”
sight into the environmental and social footprint of EoM initiative has engaged more than 1,000
raw ingredients by providing access to a range of microentrepreneurs in impoverished urban and
metrics and insights into the efforts underway to rural areas that are difficult to reach through
improve sustainability performance.33 traditional channels to distribute and sell Mars
products.37 This constituted the first practical
Purpose-driven: Patagonia paves the way application of the firm’s “Economics of Mutuality”
for purpose-driven businesses. Patagonia is (EoM) business model for management innovation,
the first B Corp in California, a certification that which holds that greater economic and societal value
designates any company with “an explicit social is simultaneously created—without trade-offs and in
or environmental mission and a legally binding scalable ways—when a business and its stakeholders
fiduciary responsibility to take into account the mutually benefit from a company’s activities.
Regenerative: Danone Ecosystem Fund sustainability transformation and may gain

tests new business models in regenerative competitive advantage by tapping into their
farming. Food products company Danone is broader business ecosystem. This strategy begins
testing future-focused regenerative business with the realization that it is not always necessary
models. The 100 million-euro Danone Ecosystem for businesses to build the capabilities—the
Fund supports projects codesigned by a local knowledge, skills, and technology—or the influence
Danone subsidiary and a not-for-profit partner.38 needed to transform in-house. If the needed
Projects are organized into four areas corres- capabilities exist within others in their ecosystem,
ponding to key activities in Danone’s value chain: businesses should consider seeking to engage and
sourcing and watershed for sustainable water mobilize ecosystem partners to help support their
resources and sourcing of key raw materials; own sustainability transformation.
distribution to create new product distribution
channels; caring services to strengthen knowledge Executives can look around in two ways: first,
and access to nutrition and health services; and by leveraging others’ capabilities to accelerate
recycling to reinforce the circular economy. their sustainability transformation, and second,
leveraging others’ influence to create a favorable
Circular: IKEA launches a new rental model environment for their transformed business.
to strengthen relationships with younger
customers. Representing one instance of the Some businesses may lack the necessary
growing product-as-a-service trend, furniture knowledge, skills, or technology to achieve the
retailer IKEA announced plans to start renting its desired scale or pace of their sustainability
furniture in 2019, allowing customers to acquire, transformation. Rather than building or buying
care for, and pass on IKEA products more these capabilities, companies can leverage the
sustainably. In the Netherlands, IKEA allows capabilities of others within their ecosystem.41
students to rent a bed, desk, table, and chairs for For instance, consumer goods company Nestlé
a monthly fee of up to 30 euros (about US$33.68). has made a commitment that 100 percent of its
A senior IKEA executive notes that “our future packaging will be recyclable or reusable by 2025.42
success will lie in our ability to reshape and Recognizing that the company would struggle to
improve our business model … and become a more achieve this alone, the company opened the
affordable, accessible, and sustainable business.” 39
Institute of Packaging Sciences in 2019 to
IKEA’s move toward a more circular economy codevelop and test new environmentally friendly
comes at a time when many young consumers packaging materials and systems together with
say they want to minimize their impact on the suppliers, research institutions, and startups.43
environment, preferring to rent items ranging from Through this approach, Nestlé is able to leverage
clothing to cars.40 the technology and innovation of ecosystem
partners while also sharing the financial cost and
LOOK AROUND TO LEVERAGE accelerating the pace of innovation needed to
YOUR BUSINESS ECOSYSTEM develop recyclable packaging.
Companies that look ahead to identify risks and
opportunities to their future business can look Executives can similarly leverage the influence
inside to identify actions to accelerate toward that of like-minded businesses in their ecosystem.
future. They can then look around to support their Leveraging influence entails the coordinated
mobilization of multiple companies. A benefit that could create value for farmers, ranchers,
of this strategy is that it enables businesses to consumers, and other stakeholders. This ecosystem
effectively shape the strategies of those around approach enables these companies to distribute
them, supporting the creation of a favorable and thereby reduce market risk by uniting their
business environment that will enable their own efforts to shift the policy environment around
future business to flourish. 44
sustainable food, thereby accelerating the
sustainability transformation at both the business
As one example of leveraging influence from the level and the industry level.
ecosystem, four leading food companies—Mars
Incorporated, Danone, Nestlé, and Unilever—
came together in 2018 to establish the Sustainable It’s time to transform
Food Policy Alliance (SFPA), which aims to shape
food-related regulation in five key areas: the environ- Many businesses will likely need to radically
ment, nutrition, consumer transparency, people transform their business models to respond to
and communities, and food safety.45 SFPA shifting market conditions calling for greater
initiatives include shifting the industry toward a sustainability. Looking ahead, looking inside,
more circular economy; working together to and looking around can help companies
minimize waste generation; designing reusable, understand not only how the pressures toward
recyclable, or compostable packaging; and sustainability could be a threat to their current
extending the useful life of materials and products. business, but what opportunities they may hold
These efforts support innovative business models for their future business. •
SARAH KERRIGAN is the strategy lead for the Deloitte Center for the Edge, Asia-Pacific. She is based
in Singapore.
DULEESHA KULASOORIYA is the executive director of the Deloitte Center for the Edge, Asia-Pacific.
He is based in Singapore.

Industry 4.0: At the intersection of readiness
and responsibility
As the transformation to Industry 4.0 continues, businesses leaders are starting to see a bigger picture
and a larger responsibility. Learn how businesses are accelerating their journey to balance profit and
purpose.
Visit www.deloitte.com/insights/readiness-and-responsibility
Measuring the business value of corporate social impact 141
RESPONSIBLE BUSINESS
Measuring the
business value of
corporate social impact
BEYOND SOCIAL VALUE TO ENTERPRISE
PERFORMANCE
RHONDA EVANS AND TONY SIESFELD

AR T B Y P E T E R L LO Y D
In the midst of the COVID-19 pandemic, businesses are stepping up with

massive contributions in the name of public health and well-being. For most of
these companies, responding to the current crisis is simply a moral imperative.
But once the next normal is reached on the other mitigation, and capital access and market
end of the crisis, many companies will once again valuation3—and then adapting existing business
be forced to articulate the business value of metrics to measure the business value of these
corporate social impact. benefits in ways that are comparable and
consistent with other corporate considerations.
More and more leaders are beginning to recognize This, in turn, allows a company to more accurately
that value. Deloitte Consulting LLP’s 2019 Global assess risks, assign costs, and predict growth
Human Capital Trends survey found that, for the related to social impact activities.
first time ever, CEOs named societal impact as the
top success factor for annual performance.1 As Using this approach, corporations can identify
Larry Fink argued in his 2020 letter to CEOs, concrete measures around both the social and
“A strong sense of purpose and a commitment to business value of each of the six dimensions.
stakeholders helps a company connect more deeply These measures together can be used as a form of
to its customers and adjust to the changing corporate social impact scorecard that can help
demands of society. Ultimately, purpose is the business leaders make key decisions about when
engine of long-term profitability.”2 and how to integrate social purpose into core
business activities across the business or with
However, many corporate leaders have struggled specific campaigns, initiatives, or brands.
with how to adequately assess the business value
that social impact efforts provide. Social impact
activities are typically presented in terms of their Six drivers of business
“social value” only— the public good they do in the value from social impact
world. This can make it difficult for leadership to
effectively weigh corporate social initiatives against The term “social impact” is used expansively to
other business needs and to properly understand cover philanthropic and volunteering initiatives,
the relative importance of social value to the sustainability efforts to mitigate social and
company’s overall economic value. environmental risk, and other core business
activities that also deliver economic, social, and
Fortunately, measurement techniques and data environmental benefits.
analytics have improved in ways that now enable
organizations to measure the business value of In 2016, Monitor Deloitte identified six primary
social impact as well. This can be done by areas where a company’s social impact efforts can
organizing measurements along six key drivers drive business value:
of value creation from corporate social activity—
brand differentiation, talent attraction and • Brand differentiation. Social purpose has
retention, innovation, operational efficiency, risk been shown to drive consumer purchasing
decisions and enable companies to charge a understand the value of their current social impact
price premium, leading to increased revenue. activities, but also prospectively calculate social
impact investments’ potential net benefits to better
• Talent attraction and retention. allocate resources and make strategic decisions to
Alignment between company and employee benefit the company’s long-term health.
values increases employee engagement, leading
to improved profitability through higher
productivity and cost reductions from Principles for creating a
lower turnover. social impact scorecard
• Innovation. Efforts to improve the The process of developing a corporate social
healthiness and/or environmental and social impact scorecard is meant to be flexible, allowing
footprint of products can be an engine of it to provide the necessary insight for decision-
innovation, spurring increased revenue from making under a variety of circumstances and to
new products and new markets. adapt to diverse corporate environments. The
scorecard can be used to value individual social
• Operational efficiency. Decreasing a impact initiatives, assess the effects of broad
company’s footprint in packaging, water use, purpose efforts on specific business units or
materials use, and waste production can yield functions, or provide an aggregate view of the
significant cost savings. business value of social impact activities across
the company. Business leaders can create compre-
• Risk mitigation. Failure to effectively address hensive scorecards or target very narrow business
environmental and social risks can create questions. It is important to create a fit-for-
serious financial and operational performance purpose approach that leads to actionable
challenges. Social impact efforts can have information and uses reasonable resources in
important mitigation effects, resulting in data collection and analysis.
avoided costs or lost revenues and
higher valuations. Key principles behind creating such a scorecard
are:
• Capital access and market valuation.
Corporate social impact efforts are positively • Determine the key decision(s) to be made
related to market valuation and cost of capital. 4
that involve the business value of social impact.
For example, are you aiming to decide whether
A company can break out and specifically measure to invest in socially responsible new product
the business value derived from each of these areas development, assess the social and environ-
to create a corporate social impact scorecard that mental practices of your supply chain, or
can look across all six areas or focus on just one or determine whether the company is receiving
two priority areas, depending on a company’s sufficient returns for all of its social impact
industry, business priorities, and scope of efforts. work? Being clear about the questions you are
Using the scorecard, social impact professionals trying to answer and for what purpose helps
and business leaders can not only better define the scorecard’s scope and clarify the
types of relevant goals or targets it • Monetize where relevant. It is often helpful

should consider. to translate net benefits into monetary values
for the purpose of assessing business value.
• Assess which drivers of business value Monetization is particularly helpful for
are salient. While some business questions evaluating relative benefits across a range of
are specific to particular business functions or drivers, as well as for making resource and
units, others have wider applicability and may investment decisions. However, it should be
touch more than one of the six dimensions of noted that for some business questions
social impact’s value. Moreover, all six translating benefits to monetary values may be
dimensions may be relevant in the case of cross- difficult and unnecessary. Efforts to monetize
company scorecards. The business drivers value should be driven by what’s needed for
behind the specific social impact activities to be decision-making.
considered in the scorecard will govern what
and how costs and benefits are measured. With these principles in mind, let’s explore what
it looks like to measure each of the different
• Determine how business activities and dimensions on a corporate social impact
outcomes are already measured scorecard in turn.
internally absent social impact
considerations. Wherever possible, it is
important to align with existing business Brand differentiation
measurement systems and approaches to
enable comparability and actionable
information. Internal measurement systems Illustrative brand
and approaches for determining risk, for differentiation metrics
example, can be adapted to include
environmental and social risks, as can • Social value as a percentage of total
employee engagement and brand reputation brand value
approaches. While adjustments are necessary • Social sentiment over time
and distinct techniques may be used, alignment • Third-party rankings
with existing approaches is essential to enable
business decision-making around social impact.
Social impact and corporate purpose drive
• Choose appropriate indicators to capture business value by enhancing consumer
the business value of social impact—indicators identification with brands as an expression of
that can quantify the costs and benefits of their values, which can affect consumers’ purchase
initiatives or effects to track. In addition to choices, their loyalty, and the costs they are
maintaining internal comparability, use willing to incur.
indicators that are consistent with standard
social impact approaches to facilitate peer The importance of social impact to brand
benchmarking where possible. Methods and reputation is considerable. The RepTrak Company
resources are discussed below. has found that good “citizenship” and good
“governance” qualities account for nearly Through surveys or interviews, leaders can
30 percent of corporate reputation, more than any explore ways to help address new market
other factors besides products and services.5 segments and better target existing customer
Nielsen has found that two out of three consumers segments, assess the value of marketing
are willing to pay more for sustainable brands,6 campaigns that spotlight the company’s social
and recent retail research shows that, after quality, impact work, and understand the possible
the second-highest reason for customer brand business impact of additional social impact efforts.
loyalty is sustainable/ethical business practices. 7
These tools can allow companies to assess how
specific social impact efforts or sustainable
To assess the brand value of social impact, product attributes affect purchase intent—whether
consumer purchase and use decisions can be they make consumers more or less likely to make
broken down to understand the weight of a purchase. They can also help assess consumers’
different choice elements, including those related price sensitivity for sustainable products as well
to social impact. Companies whose reputations as their brand loyalty to these products.
are large enough to be tracked and indexed can
work with various third-party organizations that To monetize this more granular consumer
track reputation to determine the relative preference data, business leaders can capture the
importance of social impact, broadly, to a price premium of sustainable products and
company’s overall reputation. The RepTrak services, additional sales revenue through new
Company, for example, includes citizenship and market segments, and the lifetime value of
governance as part of its standard breakdown of sustainability-oriented consumers.
consumer perceptions of different components of
reputation.8 If an organization has developed a
total dollar brand valuation, or if a third-party A RESOURCE FOR MEASURING IMPACT
ON BRAND DIFFERENTIATION
valuation exists, it can calculate the dollar value of
the percentage of reputation attributable to social The RepTrak Company tracks the reputations
impact concerns. of 7,000 companies each year. The corporate
citizenship component of RepTrak’s
measures tracks customer perceptions of
While third-party rankings can be helpful for
whether a company supports good causes,
determining the reputational value of social
has a positive societal influence, and is
impact for larger companies, smaller companies
environmentally responsible, while the
may need to construct or adapt existing consumer governance component tracks perceptions
preference data collection tools to disaggregate of a company’s openness and transparency,
the social impact component of brand value. ethical behavior, and fairness in the way it
Companies could also conduct their own research does business. The RepTrak Company helps
to explore more fine-grained consumer preference quantify the impact of these components on
questions. Additional aspects of customer purchasing decisions, as well as consumer
preference can be measured through surveys, willingness to advocate for, accept, and
focus groups or interviews, social sentiment defend a brand.9
analysis, and sales data.
Talent attraction and retention play an important role in talent recruitment,

retention, and engagement strategies.
Illustrative talent attraction Since talent benefits can come from the direct and
and retention metrics indirect effects of volunteering and fundraising
initiatives as well as from a company’s broader
• Increase in employee engagement corporate purpose, leaders will need to collect
• Satisfaction percentage different types of data on employees based on the
• Employee sentiment specific decisions to be made. To measure the
• Attraction, recruitment, and turnover direct effects of social impact volunteerism or
social impact involvement, leaders should start
with employee participation data. To measure
In most industries, talent represents a substantial alignment with corporate purpose and the indirect
percentage of company budgets and is a critical effects of a company’s social impact efforts, which
driver of profitability. Replacing one employee can can lead employees to feel more connected to
cost from one-half to two times the employee’s companies that engage in social impact work even
annual salary due to recruiting, orientation, if they don’t directly participate in these activities,
and training costs. On the flip side, high worker
10
leaders should track employee awareness of and
engagement delivers measurable benefits to the alignment with corporate social impact efforts.
bottom line: Companies with top-quartile
employee engagement ratings have twice the Employee perceptions about their alignment with
customer satisfaction and 25 percent higher a company’s purpose, as well as this alignment’s
profits than organizations with bottom-quartile correlation with satisfaction levels, can be assessed
engagement ratings. 11
through tailored surveys, frequent pulse checks,
and/or other sentiment monitoring based on
Research shows a clear link between employee employee chat logs and comment streams gathered
alignment with company social impact values and from internal communications tools.15 Employee
higher worker engagement rates, lower turnover, engagement surveys can be used to assess whether
and improvement on other measures of business those who participate in social impact activities
health. Employees are more likely to stay with and those who feel more aligned to corporate
companies that offer volunteering and fundraising purpose experience higher engagement levels.
opportunities. Nearly 40 percent of millennials
12
say they selected their job because their employer’s Business leaders can also correlate employee
social impact was better than that of alternative sick leave, turnover rates, performance, and
companies.13 Gallup has found that a 10 percent profitability with social impact participation rates
increase in employees’ connection with their and alignment data for individuals and teams.
organization’s mission or purpose would lead to a Return on investment can be calculated using cost
13 percent decline in safety incidents, an 8 percent valuations for this kind of employee outcome data.
decrease in turnover, and a 4 percent improvement It will be important to account for the time lag for
in profitability.14 Social impact efforts can therefore metrics such as attrition; the effect of participation
in social impact activities may also decay over time.
Innovation social or sustainable innovation. Leaders can also

measure the overall growth rates of a company’s
new sustainable products, innovation in sustain-
Illustrative able products as a percent of overall product
innovation metric innovation, and the growth rates of new customer
segments focused on sustainability to determine
• Growth in percentage of company their growth and speed of adoption.18
sales based on social and sustainable
innovation (such as healthy or green
alternatives) Return on innovation investment, which is
calculated by dividing the profits generated by new
products and services by the research, development,
Product innovation is a key driver of long-term and other direct expenses expended in their
company growth, enabling companies to access creation, can also be a useful metric. This can be
new markets and users as well as drive more calculated for social and sustainable innovation
revenue through existing channels due to product investments by specifically focusing on profits from
improvement. Within the broad category of sustainability-related customer segments or
innovation in general, social innovation involves product categories. These figures can then be
the development of products or other solutions compared to industry benchmarks, internal
to address systemic social and environmental thresholds, or other portions of the product
challenges, while sustainable innovation involves portfolio to help assess whether the company is
the development of products and services that sufficiently including social and sustainable
improve consumer health or well-being or are innovation as drivers of product growth.
socially or environmentally sustainable in their
production or use.
Operational efficiency
Since 2014, US sales of sustainable products have
grown by nearly 20 percent, with a CAGR that is
four times greater than typical consumer Illustrative operational
products.16 In a large majority of consumer product
goods categories, in fact, sustainable products have
efficiency metrics
been the fastest-growing product segments.17 • Savings in energy, materials,
and water
For purposes of demonstrating the value of • Reductions in waste
sustainable product and services development, the
most effective measures adapt existing innovation
metrics to explicitly track the percentage of new In the context of social impact, operational
products or services that have a social innovation efficiency enables companies to continue to
or sustainability component. Percentage of sales maintain the quality of their products or services
(or growth in sales) driven by product innovations while reducing their environmental and social
related to environmental, social, or health factors effects. Operational efficiency is the easiest driver
provides the most direct assessment of the value of to translate into business value, since it is
immediately translatable into cost impacts, and it investment and prioritization decisions. Standards
is often the area where the biggest direct business such as those developed by the Sustainability
value can be achieved. One study found that Accounting Standards Board (SASB), the Global
companies could achieve an average internal rate Reporting Initiative, and the Carbon Disclosure
of return ranging from 27 to 80 percent on low- Project offer clear measures and guidance for the
carbon investments alone. 19
capture of relevant operations data. Following
these standards has the additional benefit of
While social savings such as reductions in worker enabling comparability with other companies’
injury or illness can also be relevant, operational efforts and industry benchmarks.
efficiency gains commonly focus on environmental
issues such as resource use, waste management,
and emissions. Business leaders and social impact A RESOURCE FOR MEASURING IMPACTS
professionals can bolster efforts to reduce environ- ON OPERATIONAL EFFICIENCY
mental and social impact by making a clear business SASB provides standards for identifying,
case, and business leaders can calculate returns on managing, and reporting on sustainability
operational efficiency investments to weigh against topics and related measures that are
competing investment options. Determining where material for financial and operational
performance. These standards describe
the biggest returns on operational efficiency gains
the minimal set of financially material
can be made also helps leaders prioritize efforts.
sustainability topics and related metrics for
companies by industry, along with technical
The primary approach for measuring the
protocols for compiling data and activity
business value of operational efficiency as a result metrics that enable companies to normalize
of social impact is to calculate the net benefits of and compare data.21
operational changes from a baseline, factoring in
total operational costs avoided and subtracting out
total social impact efficiency initiative costs and
investments, while taking into account deprec- Risk mitigation
iation and amortization for capital expenditures
and other investments. Savings from potential
decreases in the use of energy, product materials Illustrative risk
and packaging, and water; costs avoided from the mitigation metric
use of recovered materials; and reductions in
regulatory fees and fees from waste disposal are • Financial benefits of reduced
environmental and social risk
common areas of focus. Other potential areas of
gain, such as additional revenues from recycled and
reused materials and new revenues from additional The mitigation of environmental and social risks
capacity use, should be considered as well.20 can have a substantial impact on corporate
financial conditions and operating performance.
Calculating net returns and the return on Failure to effectively address environmental and
investment across multiple possible efficiency social risks can result in disruptions in operations,
initiatives often provides sufficient information for market imbalances, negative regulatory outcomes,
and damaged reputations with customers, and valuation for business continuity, expert input,
consumers, and employees from negative events. and ESG-specific tools for operations.26
In 2019, 215 of the largest global companies
reported almost US$1 trillion at risk from climate Monetization metrics for key risk indicators can
impacts alone, with many risk events possibly include avoided costs or lost revenues, higher
occurring within five years. 22
valuations, and avoided opportunity costs;27
multiple valuation techniques can help leaders
Absent an accounting of the financial implications capture different dimensions of value. For example,
of environmental and social risks, companies are a company could use market-based valuation
likely to undervalue mitigation efforts and take approaches that use existing prices for goods and
insufficient action to address those risks. Comp- services to estimate potential losses, while cost-
anies may also miss business opportunities that based approaches enable leaders to estimate value
can arise through avoiding, reducing, or sharing from avoiding the costs of compensating affected
risk. Assessing the costs and return of environ- customers or making repairs to faulty products.
mental and social risk mitigation enables business Revealed and stated preference approaches allow
leaders to make more complete risk management companies to determine the potential financial
decisions and prioritize responses. Leaders can impacts of likely stakeholder activities (such as
also calculate the risk mitigation value of broader reduced consumption) by observing existing
social impact efforts to better capture their full market behavior, or by directly asking stakeholders
range of benefits. their preferences. Finally, value transfer techniques
estimate economic value by adapting the findings
Ideally, business leaders integrate material risks of studies of similar circumstances.28
related to environmental and social issues into
their enterprise risk management system.23
A RESOURCE FOR MEASURING SOCIAL
A variety of materiality assessment tools are
IMPACT RISK
available to help companies identify relevant
The Committee of Sponsoring Organizations
business risks and stakeholder concerns. The
of the Treadway Commission (COSO) and
SASB’s materiality map, for instance, identifies
the World Business Council for Sustainable
more than 25 sustainability issues that may affect
Development (WBCSD) have released
the financial condition or operating performance
guidance, Enterprise risk management:
of companies by industry,24 and provides a range of Applying enterprise risk management to
additional broad business, stakeholder mapping, environmental, social and governance-related
and environmental, social, and governance (ESG)- risks, that helps companies incorporate ESG-
specific materiality resources.25 related risks into their ongoing enterprise
risk management processes. As part of a
For each relevant risk, leaders should identify comprehensive risk management framework,
potential interventions, develop key indicators, this guidance includes measurement options
calculate baseline data and potential risk, and then for monetization and other quantitative
monetize the risk. Depending on the type of risk, approaches to assessing social impact risk,
as well as resources and approaches for
quantitative assessments of risk can be made using
determining the nature of those risks.29
methods such as probabilistic analysis, forecasting
Capital access and For purposes of measuring social impact’s

market valuation benefits to capital access and market valuation,
we will focus on both the call for and the
demonstrated market benefits of transparency
Illustrative capital access in social impact. Transparent and comparable
and market valuation metrics reporting can enable financial accountability and
the more efficient allocation of capital to promote
• Inclusion in sustainability indexes long-term sustainability. It also can lead to higher
• Social return on investment costs of capital for less sustainable companies.
Reporting on the value of social impact is itself an

Because market valuation is a function of important component of comprehensive reporting
revenues, costs, and risk, the other five areas of and transparency. To inform sustainability indexes
social impact benefit feed into valuation. In 2018, and to serve social impact market strategies,
Bank of America Merrill Lynch determined that a company’s reporting needs to capture the full
companies with better social impact records had range of integrated environmental, social, and
greater three-year returns and were more likely economic impact of its social impact activities.34
to become “high-quality” stocks. Their stocks As a means of capturing value, social return on
were also less likely to have substantial price investment (SROI) is a method for measuring
drops, and the companies were less likely to social, environmental, and economic outcomes
experience bankruptcy.30 Recent research also and calculating monetary values to represent them.
underlines the importance of materiality and This is particularly helpful for leaders when
operational effectiveness in market performance. comparing programs that have different types of
Companies that primarily target material social outcomes, such as education and environmental
and environmental issues in their social impact programs. The SROI calculation process is
efforts outperform the rest of the market to stakeholder-focused, calculating the financial
achieve an annual alpha of 3–6 percent.31 implications of the meaning and importance that
stakeholders assign to social and environmental
Sustainable investing, which broadly refers to outcomes. It can also enable future projection, net
investing based on some set of ESG criteria, present value calculations, and sensitivity analyses
is increasingly important in capital markets. to determine the impact of changing assumptions.
Sustainable investment assets under management
globally reached US$30.7 trillion in 2018,
a 34 percent increase in two years.32 In the United
Reporting on the value of
States, 26 percent of all professionally managed social impact is itself an
investment assets included sustainable investing
strategies in 2018.33
important component of
comprehensive reporting
and transparency.
RESOURCES FOR MEASURING IMPACT ON Beyond social impact

CAPITAL ACCESS AND MARKET VALUATION for its own sake
The Impact Management Project provides
guidance on how to measure, manage, and Social impact can have a substantial effect on
report social impact. The project brings business value across each of these drivers, and a
together the perspectives of investors, lack of understanding of these benefits could result
funders, businesses, nonprofits, standards in serious miscalculations and undervaluing of
bodies, and accounting bodies to create social impact’s business importance. By understand-
measures with broad applicability across ing how to measure the business returns of social
corporate reporting, impact investing, impact, leaders can translate social value into the
and philanthropy.35 language of business and demonstrate the value of
Social Value International has developed social impact work to make sure that it is
principles for assessing social return on appropriately included in strategic and resource
investment and social value more broadly allocation decisions. Companies that use these
for the purpose of better integrating social, techniques may not only gain a more complete
environmental, and economic value into picture of social impact’s business value, but may
decision-making.36 also find increased incentives over time to expand
their social impact efforts and integrate social
purpose into their core strategy. •
RHONDA EVANS is a senior manager with Monitor Institute by Deloitte with more than 15 years of
experience using data, research, and measurement techniques to improve environmental and
social impact.
TONY SIESFELD is a managing director with Monitor Institute by Deloitte with more than 30 years of
experience in for-profit and for-impact advisory work.

Cocreation for impact
Complex, multistakeholder challenges don’t often present a single obvious solution. A cocreation
approach can be an effective way to unlock solutions.
Visit www.deloitte.com/insights/cocreation
152 IN BRIEF
The future of fresh

UNDERSTANDING THE FRESH
FOOD CONSUMER
N
EARLY ALL US consumers purchase some
form of fresh food every month—produce,
meat, fish, and dairy, to name a few.
According to our recent survey of 2,000 US adults,
74 percent buy fresh foods at least once a week, and
more than 60 percent spend up to a third of their
average grocery budget on this category. Yet fresh
food sales in the United States are lagging behind
total grocery store sales: Between October 2015
and October 2018, total store sales grew 4.3
percent, while fresh food sales grew only 4.0
percent, from US$171 billion to US$178 billion.1
How can fresh food producers and retailers grow

this category? One key is to understand that fresh
food consumers are not a single homogeneous
group. Our segmentation analysis of survey
respondents, based on their attitudes and
purchasing behavior, reveals three distinct types
of fresh food buyers—Forwards, Followers, and
Neutrals—each with its own distinct expectations
and buying patterns (figure 1).
An analysis of each segment’s attitudes about

health and wellness, food safety/sustainability,
and sourcing with respect to fresh food purchases
reveals some important differences. For Forwards,
health and wellness was more important than the
other two factors. Perhaps as a result, this group
was more likely to pay a higher price for fresh
foods. However, among Followers and Neutrals—
who accounted for more than two-thirds of our
sample—price was most important. This suggests
that there is likely a price threshold these
consumers will not cross, and that competitive
pricing remains important to them.
The future of fresh 153
FIGURE 1
Attitudinal tendencies and demographic details by segments

• Very committed to health and wellness, actively choosing health over
convenience
31%
• Eager to experiment with better-for-me options and more willing to pay a
premium for such foods
• Higher fresh food awareness than others and place a very high value on
sustainability
FORWARDS • Strong willingness to purchase and highly appealing to marketers, but ability
to purchase—mostly driven by income—is relatively lower than all segments
• Younger consumers residing with their families
47% • Not as enthusiastic as Forwards, but have a “balanced” attitude to health

and wellness
• Display above-average interest in healthier variants and sustainability
• Willingness and ability to purchase is above average, and their large segment
size makes them an attractive target for marketers
FOLLOWERS • Middle-aged consumers with families
• Lowest commitment to health and wellness, preferring price and

convenience over health
22%
• Open to experiment with better-for-me options but are not keen on paying
a premium for them
• Fresh food awareness and interest in sustainability lowest vs. other segments
• Ability to purchase is of most value to marketers, but driving their willingness
NEUTRALS beyond the bare necessity is a challenge
• Older consumers residing alone or with partners
Source: The Deloitte fresh food consumer survey 2019.

Interestingly, among Forwards, health and wellness concerns rose to the top when considering other types of
food as well. This suggests that their desire for health and wellness products is a function of their attitudes
rather than age—which also implies that as Forwards age, they will likely maintain their beliefs and not
necessarily become Followers. They are more likely to evolve into a new segment of middle-aged adults with
higher incomes interested in fresh foods. To track this evolution, manufacturers and retailers may wish to
revisit this segmentation every three to five years due to this category’s dynamic nature.
As far as near-term profitability goes, if demand can be stimulated among Followers, the largest group of
fresh food consumers, even small growth within this group could be beneficial to the broader fresh food
category. Such targeted consumer analysis, coupled with enhancements on the manufacturing end, can truly
help realize the growth potential of fresh foods. •
To learn more, read the full report, The future of fresh: Strategies to realize value in the fresh food category,
on www.deloitte.com/insights/fresh-food-consumer.
154 STRENGTH IN DIVERSITY
Within reach? 155
STRENGTH IN DIVERSITY
Within reach?
ACHIEVING GENDER EQUITY IN
FINANCIAL SERVICES LEADERSHIP
ALISON ROGISH, STACY SANDLER, NEDA SHEMLUCK,

PATTY DANIELECKI, AND TIFFANY RAMSAY
AR T B Y N I C O L E XU
T he case for organizational diversity has never been more convincing. Diversity
within firms has been shown to drive innovation1 and increase productivity.2
A call to action Organizations should consider rethinking their

strategies to improve leadership outcomes for
Gender diversity, in particular at the leadership women. One of the key ways they can do that is by
level, has even been linked to boosts in profit- making intentional efforts specifically aligned to
ability.3 It’s no wonder, then, that 34 percent of growing the share of women in leadership roles.
CEOs recently ranked diversity and other societal Only then might greater gender diversity in
impact indicators as a key measure of success when leadership be within reach. Notably, these trends
evaluating firm performance. 4
are playing out across industries, and financial
services firms are not immune.
Despite this, achieving a greater share of women
in leadership roles remains a challenge for many Our Within Reach? series explores topics related
firms. The numbers alone should spark a call to to women in financial services. While there are
action: While women and men are nearly equally multiple dimensions to diversity, this inaugural
reflected in the US labor force,5 the representation report is focused on gender equity in leadership.
of women dwindles the higher up they rise in We analyzed more than 100 large US financial
leadership ranks. Women account for a mere services institutions to assess how women have
5.4 percent of CEOs at S&P 500 companies.6 fared in leadership roles since 1998. To
Unfortunately, while many firms have instituted complement our analysis, we impaneled a virtual
diversity and inclusion initiatives in response to forum of executive women leaders, which we
gender disparities and other diversity issues, many called “The future of women leaders in the
traditional programs have not led to a significant financial services industry” (see sidebar on pg.
acceleration in the share of women in leadership.7 165, “About the project”), to obtain their insights
KEY MESSAGES
• In 2019, the proportion of women in leadership roles within financial services firms is
21.9 percent, which is projected to grow to 31 percent by 2030—still below parity.
• At an organizational level, our analysis reflects that across financial services

organizations, for each additional woman added to the C-suite, the number of women in
senior leadership roles rose threefold.
• Among the key challenges that could impact succession, the percentage of women in
senior leadership roles has not kept pace with those in the C-suite, and this gap has
widened since 2010.
• Strategies for improving leadership outcomes for women should be multifaceted

and inclusive.
Within reach? 157
on the path to leadership. They shared their and who, has motivated and inspired them
inputs on the programs and networks they find throughout their careers. Our findings suggest
most valuable, the leadership skills and styles an array of opportunities for financial services
needed to meet the future business environment’s institutions to retain, develop, and grow the
complex realities, and their experiences on what, share of women in leadership.
A NOTE FROM AMANDA PULLINGER, CEO OF 100 WOMEN IN FINANCE

The Deloitte report in your hands, Within reach?, presents something rare—long-duration research
coupled with practical tactics to more fully realize one of the financial services industry’s best
opportunities, namely, cultivating larger numbers of female executives to lead the industry forward.
This report contains some positive news. We’re encouraged by the fact that women are now the
majority of financial services industry employees and that the percentage of female executives is
expected to grow from 22 percent today to 31 percent by 2030, but recognize there is more work to
be done to realize more than just incremental growth in the next decade. We should take a moment
to reflect on factors that most certainly contributed to the growth so far—intentional recruitment,
innovation in retention, and supportive reentry, as well as mentoring, sponsorship, and strong peer
networks. The industry deserves credit for important initiatives toward improved gender diversity
that are now paying off. Today, more women enjoy longer, more satisfying, and more senior-level
careers in financial services, and the industry is stronger, in part, for their collective presence
and contributions.
Progress, of course, is never as swift or evenly distributed as we’d wish to see. Representation equity
in leading lines of business and in risk-taking roles often lags meaningfully across financial services.
We note that women still manage only single-digit percentages of client assets, this being an obvious
next area of opportunity for the industry’s use of women’s abundant skills. As fiduciaries, our
paramount concern should be bringing forward this pool of talent for immediate client benefit.
100 Women in Finance, along with our industry colleagues such as Deloitte, is working to address
this opportunity. We propose that the finance community should think about cultivating female
talent much earlier, among precareer young women who are just starting to form career ambitions
and those entering the workforce. As we work to advance progress for women now working
within the financial sector, we should direct equal attention to inspiring the next generation of
young women to favorably view our industry, and to evolve the workplace to be worthy of their
career selection.
We are grateful for Deloitte’s enduring work to explore the past, present, and future status of
women in the financial services industry, as well as its diligence in identifying potential levers for
continued progress. We agree with Deloitte that momentum likely depends upon a number of
factors, including transparency, visibility of female leaders, support from men, and strong peer
networks for women.
We encourage all industry leaders to incorporate Deloitte’s recommendations into their leadership
praxis, while maintaining confidence that Deloitte’s vision for gender equity is, indeed, within reach.
The business case panel of financial executives aligned with the future
for gender equity leadership requirements of those financial services
institutions surveyed. The panelists almost unani-
Tomorrow’s business environment will continue mously championed the importance of relationship-
to be full of change. In addition to societal forces, oriented skills. Confronted with the shifting nature
firms must also contend with technology’s impact of work11 and increasingly remote or siloed work-
on business models and persistent uncertainties forces, the panelists argued that thriving leaders will
within the economic environment. As a result,
8
be strong communicators and connectors who can
organizations are imploring their leaders to keep unite and motivate people to action quickly.
up with this changing landscape and guide them
through uncharted territory.9 Over 80 percent of With this in mind, the gender imbalance in
financial services institutions surveyed in Deloitte’s leadership at the top in financial services could be
2019 Global Human Capital Trends report, a missed opportunity for many institutions. Why?
however, believe their organization is only A recent Harvard study12 revealed that women
somewhat effective, or not effective at all, in outscore men in 17 of 19 leadership capabilities,
identifying and developing leaders that can keep many of which were noted in the survey as require-
up with these evolving challenges.10 ments for leading in the future. Some of the areas
where women were perceived to excel at include
What capabilities might tomorrow’s most effective taking initiative, building relationships, collabo-
leaders in financial services possess to navigate ration and teamwork, leadership speed, powerful
these challenges? The overwhelming majority of and prolific communication, and innovation.
financial firms listed relationship-oriented skills
that are often undervalued—like leading through The panelists also highlighted the importance of
complexity and ambiguity, leading through continuous learning, which arguably must become
influence, and managing remotely—as top lifelong13 in the future business environment,
leadership requirements in the future. as the nature of work continues to evolve and
competition increases. Once again, respondents
When asked to describe the type of skills future from the Harvard study rated women higher than
leaders would need, tellingly, the responses by our men in practicing self-development.14
“Too often, inclusion and diversity are used synonymously. Inclusion is a collaborative, supportive,
and respectful environment that increases the participation and contribution of all employees.
Inclusion efforts make it easier for companies to become more diverse. Finding similar interests,
experiences, goals, and values draws people together, focusing on their similarities and not their
differences. Inclusion efforts give employees a sense of belonging. Formal inclusion efforts can
foster individuals to thrive in an organization, allowing them to contribute to their full potential.
Companies that are focused on inclusion can help their organization retain talent, grow new
markets, be innovative, create a more positive work environment, and foster good community
relations and customer satisfaction.”
— Panelist, “The future of women leaders in the financial services industry”

Within reach? 159
With many financial services institutions citing partly due to growing societal pressures that
challenges with future-ready leadership, it might heavily emphasize diversity.15 Some customers,
behoove those that want to remain competitive in for instance, have begun to demand diversity in
the face of change to take a closer look at the leadership from the companies that serve them.16
untapped talent of women within their ranks. Government requirements to disclose diversity
Women are just as capable to lead financial metrics and policies are also already underway in
institutions into the future. some financial segments.17
However, more work should be done. Though

Not enough progress: women make up more than 50 percent of the
What our data revealed financial services industry’s US workforce,18 they
account for just under 22 percent of leadership
It is fair and important to acknowledge the roles, according to our analysis (figure 1).
progress that has been made over the past two
decades. The financial services industry has Assuming growth continues at the slightly greater
witnessed a slow but steady rise in the proportion rate observed since 2013, the proportion of women
of women serving in leadership positions. The in financial services leadership could reach only
efforts that financial services institutions have 31 percent in 2030 (figure 1)—an improvement,
made to attract and retain women for these but still well below parity. This forecast is in line
positions can be clearly seen in this rise in with some predictions that estimate we might not
leadership. As mentioned earlier, more institutions see an equal number of women and men in overall
in recent years have begun to prioritize diversity, US leadership roles until at least 2085.19
FIGURE 1
The growth of women in leadership roles in the financial services industry

35%
30%
25%
20%
15%
10%
5% Projected growth 2020–2030
98 00 02 04 06 08 10 12 14 16 18 20 22 24 26 28 30
19 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Note: Percentage of women in leadership roles within a select sample of financial services institutions inclusive of C-suite
and senior leaders.
Source: Deloitte Center for Financial Services analysis of Boardex LLC data.
EMERGING LEADERSHIP which includes all C-titled roles at the corporate

leadership level, and senior leadership, which
Closer examination of C-suite titles also
includes senior-level roles that are typically one to
revealed a subset of roles that have mostly
emerged within the last decade (for example, three levels below the C-suite (figure 2).
chief data officer, chief sustainability officer,
chief inclusion officer, chief diversity officer, When segmenting the data into C-suite and senior
and chief digital officer). Women account for leadership categories, another picture emerges
approximately one-third of these emerging (figure 3). The percentage of women in senior
leadership roles. We’ll explore this subset, leadership has not kept pace with women in the
and the other leadership categories, in
C-suite. The gap has continued to widen since 2010
future reports of our Within Reach? series.
and reached 7.6 percentage points in mid-2019.
If nothing else changes and growth in both
segments continues at the pace observed since
It’s important to note, however, that much of the 2010, when the percentage of each group was
research widely available on women in leadership relatively equal, the share of women in the C-suite
does not distinguish between the types of roles could reach 34.1 percent in 2030 compared with
within leadership and how women are faring just 24.8 percent in senior leadership. This
within each level. Someone in the C-suite, for suggests that institutions might need to place extra
example, may progress very differently than emphasis on improving the outcomes for women in
someone who is a senior vice president. For firms the latter category. Without more deliberate effort
to further address gender diversity in their top to add more women to senior leadership roles,
ranks, understanding the nuances within institutions could face a talent gap when searching
leadership could be an essential factor to consider. for women with the right experience for top
Accordingly, we divided the data, based on positions in the near future.
reported titles, into two major categories: C-suite,
FIGURE 2
Defining leadership roles

C-suite
C-titled roles at the corporate leadership level
(for example, chief executive officer, chief financial
officer, or chief marketing officer).
Senior leadership
Non-C-titled executives (for example, line-of-business
leaders, division chiefs or regional leaders, EVPs, or SVPs
or equivalent). Depending on the institution, this may be
1–3 levels below the C-suite).
Source: Deloitte Center for Financial Services analysis.

Within reach? 161
FIGURE 3
Percentage of women in leadership roles, by role category

C-suite Senior leaders
35%
30%
25%
20%
15%
10%
5%
Projected growth 2020–2030
98 00 02 04 06 08 10 12 14 16 18 20 22 24 26 28 30
19 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20
Source: Deloitte Center for Financial Services analysis of Boardex LLC data.
Tapping into talent: Strategies number of women in senior leadership. Our

to help achieve gender equity analysis revealed a threefold increase in senior
leadership for each additional woman added to the
Given these findings, what can financial services C-suite. This finding, along with Deloitte’s Women
institutions do to fully unlock the potential of in the boardroom, 5th edition study, which found
women in their pipeline? How might they that “organizations with women in the top
accelerate the growth of women in leadership leadership positions have almost double the
roles? Strategies for improving leadership number of board seats held by women,”2o suggests
outcomes for women should be multifaceted and that having a greater share of women at the most
inclusive across leadership levels. Following are senior leadership levels creates a tangible ripple
some recommended areas of focus. effect across the organization.
UNDERSTAND AND EMBRACE It also gives credence to the familiar and powerful
THE MULTIPLIER EFFECT refrain, “If you see it, you can be it,” which many
Despite the disparity in overall numbers, financial on our panel of executive women echoed. Knowing
institutions have an opportunity to shift the it can be done, as well as seeing and experiencing
balance at an organizational level. We analyzed the diverse representation at the highest levels of
data of our representative institutions to determine leadership, can motivate women as they climb
if having a greater number of women in the C-suite the ranks. Additionally, women at the top may be
creates a positive, or multiplier, effect on the positioned to advocate for other women rising
through the ranks. They also represent an Financial Services’ Subcommittee on Diversity and
attainable ideal for the next generation of women Inclusion, the first of its kind in Congress, plans to
who, upon entering the workforce, may be address the diversity levels, policies, and practices
weighing recruitment options. of the country’s largest banks.23
“She did not mentor me. She did not sponsor Companies still grappling with transparency
me. But she absolutely inspired me. and accountability can find examples of positive
Because she was there. It was like seeing outcomes both within and outside the financial
someone break the four-minute mile for the services industry. Westpac Banking Group, for
first time and forever after just knowing that instance, reached gender parity in its leadership
it could be done.” ranks in 2017, after publicly declaring its goal and
openly detailing its path to achieve it.24 Salesforce,
— Panel facilitator, “The future of women leaders in
another example, publicly identified gender pay
the financial services industry”
equality as a core value and actively worked to even
the disparity.25
IMPROVE TRANSPARENCY
AND ACCOUNTABILITY “Some of our line-of-business executives
Actionable, measurable, and transparent diversity have tracked all categories of diversity at
policies signal to employees, clients, and the their leadership levels with great outcomes.”
broader community that attracting, retaining,
— Panelist, “The future of women leaders
and advancing women are priorities.
in the financial services industry”
Our panelists noted that the diversity of their

clients is rapidly changing—faster than their own INVEST IN PROGRAMS THAT SUPPORT
firms, in some cases. Consequently, many clients WOMEN REENTERING THE WORKFORCE
view diversity in leadership as a requirement and Women are more likely than men to pause their
review diversity policies and practices of the careers to address family needs, pursue additional
businesses that serve them before engagement. education, or for any number of other reasons.26
Lack of transparency or falling short of diversity Doing so can have lasting consequences when they
expectations could lead to missed business choose to restart. Those within our panel who
opportunities. restarted their careers after a significant pause
noted that they did so by relying on their personal
New requirements at the state and federal level are networks or engineering their own paths back,
also prompting institutions to disclose diversity which indicates there is still much progress to be
initiatives. California was the first state to legally made to support restarts.
mandate public companies with principal offices in
the state to have at least one female board member In 2008, Goldman Sachs launched its Returnship
by the end of 2019. The law also requires incre-
21
program, the first in the financial services
mental increases by the end of 2021. Four other industry,27 and many institutions have since
states are currently considering similar measures.22 developed similar initiatives. With more than 3
At the federal level, the House Committee on million women estimated to be seeking restart
Within reach? 163
“As we work to advance progress for women

now working within the financial sector, we
should direct equal attention to inspiring the
next generation of young women.”
Amanda Pullinger
CEO, 100 Women in Finance
opportunities,28 restart efforts are making their SUPPORT AND ENABLE MENTORSHIP,
way into inclusion and experienced hire recruiting SPONSORSHIP, AND PEER NETWORKS
programs. Several consultancies focused on Institutions should not underestimate the power
restarts, such as Après, iRelaunch, and reacHIRE, of support and the value of networks in advancing
have also launched in the last few years. These women. Both mentorship and sponsorship, for
companies and others help large financial services instance, have often been instrumental to
institutions and other organizations develop restart employee retention, higher employee success rates,
channels within their inclusion programs and help and promotion readiness.30 Mentors, who lend
identify candidates. They also work directly with career advice, might be more critical earlier in a
women who are ready to restart, offering services woman’s career, the panelists said. However, as
to prepare them for the path back, as well as she moves into more senior-level positions, having
matching them to opportunities. a sponsor, or someone with the personal capital to
advocate for her advancement, typically takes on
Still, more progress should be made. Of the 230 greater importance.
global firms in Bloomberg’s 2019 Gender-Equality
Index, only about one-third reported having some “Networking has strengthened my business
form of a restart program for women in place. 29
relationships. I have developed a group of
Creating or expanding existing programs to diverse professionals that I can now reach
support women who are pursuing a restart could out to for support and guidance on a
be a differentiator within diversity program professional as well as personal level.”
planning and lead to better leadership outcomes
— Panelist, “The future of women leaders in
for women.
the financial services industry”
Sponsorship has also been linked to having a other connected women.33 With this in mind,
measurable influence on an employee’s satisfaction institutions can provide tools and guidance for
related to their career progression.31 Most panelists how to build, access, and make the most of these
highlighted, however, that finding a sponsor valuable channels.
throughout their careers was difficult. Thus, given
how sponsorship can directly and positively impact
the advancement of women, current financial Reaching higher
leaders should reassess their existing efforts as
sponsors and then look for ways to improve their The first Women’s Rights Convention in the
support—such as coaching, strategizing, providing United States was held in 1848, during which
high-visibility opportunities, and making Elizabeth Cady Stanton released the Declaration
introductions to other leaders.32 of Sentiments. Modeled after the US Declaration
of Independence, the document not only called for
Notably, our panelists also emphasized that greater women’s suffrage, but also for the opportunity for
gender diversity in leadership will require support “one portion of the family of man” to participate in
from all leaders, including men. They asserted that “profitable employments.” It took 70 more years of
the gender of sponsors wasn’t as important as the campaigns and protests until the US Senate
sponsor’s commitment to help advancement. Along passed the 19th amendment, giving women the
with women, men can be allies and serve as right to vote.34
champions of change as well.
Even today, much more can be done to create
Peer networks are also important and can impact opportunities for women to participate at the
leadership outcomes. Networks, both internal and highest levels of the US financial services industry.
external, give access to new ideas, fresh At the current pace, the share of women leaders is
perspectives, and opportunities. Internal networks expected to reach almost one-third of total
can connect women across all levels of the leadership roles by 2030. That’s good progress.
organization and provide an open forum for But if financial institutions reach higher to adopt
dialogue on the common issues they are facing and the ideas set forth in this report, with the support
how to address them. External networks, of both women and men in the corner office, many
meanwhile, yield broader perspectives and could show even greater progress in the coming
connections for women both within their industry years. Achieving gender equity in leadership roles
segments and beyond them. A recent study found seems the right thing to do and also makes good
that women who secured high-ranking leadership business sense. This is a call to action for all
positions were most likely to be well-connected leaders to help make sure it doesn’t take another
within their peer network and have strong ties to 70 years to get there. •
Within reach? 165
ABOUT THE PROJECT

The insights in this report are based in part on a crowdsourced exercise (“panel”) by Currnt on behalf
of the Deloitte Center for Financial Services. The project, fielded over four days during July 2019,
involved 20 senior-level women leaders representing banking, insurance, investment management,
and commercial real estate firms. The project was designed to augment the quantitative analysis
portion of the project by exploring the leaders’ insights, including how people and experiences
inspire and shape leaders; the path to leadership for women; sponsorship, mentorship and inclusion
programs; and perceptions about the attributes and skills required of future leaders.
The quantitative analyses reported in the “Not enough progress: What our data revealed” and
“Understand and embrace the multiplier effect” sections are based on the Deloitte Center for
Financial Services’ proprietary analysis and custom segmentation of 107 financial services
institutions’ data from BoardEx. The 107 institutions represent the top 25 each in banking,
investment management, insurance, and commercial real estate firms by asset size, in addition
to select payments provider firms included in the banking segment. A cross-sectional association
analysis was conducted at the organizational level to determine the multiplier effect. Where used
throughout the report, “financial services” denotes the previously listed industry segments.
ALISON ROGISH, Deloitte Services LP, is a managing director for Client and Market Growth in the
financial services industry. She is based in Richmond, Virginia.
STACY SANDLER, Deloitte Consulting LLP, is the national practice leader for Deloitte’s Retirement and
Wealth Consulting practice and a principal in the Financial Services practice. She is based in
San Francisco.
NEDA SHEMLUCK, Deloitte Services LP, is a managing director for Client and Market Growth in the
financial services industry. She is based in San Francisco.
PATTY DANIELECKI, Deloitte Services LP, is a senior manager and chief of staff at the Deloitte Center
for Financial Services. She is based in New York City.
TIFFANY RAMSAY, Deloitte Services LP, is a senior market insights analyst at the Deloitte Center for
Financial Services. She is based in New York City.

Women in the C-suite
More women are serving in emerging C-suite roles than traditional ones, such as CEO or CFO. How can
women take advantage of the opportunities presented by emerging leadership roles?
Visit www.deloitte.com/insights/women-in-the-csuite
Paving diverse paths to technology leadership 167
STRENGTH IN DIVERSITY
Paving diverse paths to

DIVERSITY AND INCLUSION IN TECH
ANJALI SHAIKH, KRISTI LAMAR, AND RANJIT BAWA

A RT B Y T RIS T E N C LI C K
It’s no secret that new and emerging technologies are upending business as
usual. We’re seeing more and more companies with high-maintenance legacy
systems moving to flexible cloud-based platforms.
Meanwhile, business and functional leaders are organizations to complement highly skilled
becoming more tech savvy, and technology leaders technologists with colleagues who speak and
are expanding their understanding of the business understand the language of business to cover
and customer. the gamut of new roles and responsibilities that
technology teams are expected to deliver. Yes, IT
As on-site technology capabilities steadily shift still needs deep technologists, but it also should
to the cloud and outside the four walls of an have people at all levels who think differently and
organization, IT organizations’ talent needs are bring a broader skill set and variety of experiences.
also changing. Increasingly, organizations
need an expanded set of softer skills to
translate business needs into technology
IT still needs deep technologists,
solutions, in addition to the deep technology but it also should have people at
all levels who think differently
expertise required to execute those solutions.
CIOs and IT leaders consistently have
difficulty finding enough individuals who and bring a broader skill set and
possess the full range of high-tech and soft
skills required to keep pace in today’s variety of experiences.
complex, rapidly changing market.
As IT organizations increasingly embrace diverse
But that may be a good thing. mindsets, new paths to tech leadership are also
opening up. Of course, many next-generation tech
Over the past decade, herculean efforts have been leaders continue to follow the traditional path
invested in attracting more diverse types of people that begins with a tech-focused education and
into technology fields. However, the percentage of continues as they rise through the technology
women graduating with computer science degrees ranks. But there’s a new breed of tech leaders who
has dropped—from 40 percent in the 1980s to less come from diverse, nontechnical backgrounds
than 20 percent today.1 where they developed critical thinking, problem-
solving, communication, and other soft skills. Of
Here’s the irony: As technology organizations’ course, technical skills are still fundamental, but
talent needs change, we find that the tech this new breed of technologist is likely to have
workforce is gradually becoming more diverse, acquired their technology chops through work
even though computer science graduates remain experiences, rather than a formal education in
predominately male. Perhaps that’s because computer science or engineering.
advances in technology are driving more IT
As technology changes, technology competencies. Data suggests that

so do tech leaders IT organizations will continue to reduce the
percentage of full-time employees from 82 percent
Many enterprises today are harnessing disruptive to 75 percent of staff.5 While fewer full-time coders
technologies—especially cloud and digital—to drive are needed, new roles—such as strategists and
business transformation and growth. Ninety financial planners—are being created, which need
percent of organizations use cloud-based services, soft skills for working with the business.
and they aren’t putting on the brakes. In fact,
2
cloud investments are expected to double as a As they make hiring decisions, CIOs surveyed in
percentage of IT budget over the next three years. 3
Deloitte’s 2018 global CIO survey expect three soft
The use of cloud has given rise to everything-as-a- skills to be significantly more important
service, enabling any IT function to become a than others:
cloud-based service provider for enterprise.
• Creativity. IT talent will be needed to design
With this transition, enterprise technology is now, products, services, and solutions that address
more than ever, an assembly of “not-invented- business issues, develop engaging user
here” technologies, which can be rapidly applied experiences, think creatively to solve thorny
to address business challenges and opportunities. business problems, and brainstorm innovative
Rather than building new technology solutions business ideas.
from scratch, more IT organizations are
identifying and implementing cloud-based • Cognitive flexibility. Learning agility—
applications and products—leveraging “off-the- including the ability to see different
shelf” services to enable elastic compute, modern perspectives, learn new skills, and adapt to
data structures, machine learning, IoT, facial change—will be increasingly critical.
recognition, and more—and combining them like
building blocks to address business issues. Ranjit • Emotional intelligence. To effectively
Bawa, Deloitte’s US Cloud leader, says, “Tech collaborate and influence people across
leaders need to increasingly focus on ‘applied multiple business functions, IT staff will need
innovation’ or their ability to leverage ready-to- to manage interpersonal communication
consume technology services, and apply them to and relationships.6
their business use cases. This requires technology
leaders to have a deep understanding of their In response to this shift, many tech leaders’
business, an ability to apply technology solutions primary role has been evolving from being a
rapidly, and the financial acumen to drive strong steward of technology to a partner in shaping the
ROI, as well as a societally responsible perspective. future of the business (see sidebar, “The changing
A deep background in technology is not critical, faces of the tech executive”). Looking to the
but intellectual curiosity, pragmatism, and bias future, Lindsey Parker, chief technology officer
for action are key.” 4
(CTO) at DC government, predicts, “We’re not
going to have a tech team anymore; we’re going
This shift is helping enable IT departments to to have a business team and there’s going to be a
diversify skill sets to adjust to the mix of necessary technology element.”7
THE CHANGING FACES OF THE TECH EXECUTIVE

Deloitte has identified four primary roles for tech executives, which we call the “four faces”:
• Operator: Delivers efficient IT services and solutions to support the business
• Technologist: Assesses technologies and designs technical architectures to support the business
• Strategist: Partners with the business to align business and IT strategies and maximize value of tech
investments
• Catalyst: Instigates innovation through transformational change to business architecture, strategy,

operations, and technology
When new CIOs transition into the role, we ask them how they’re currently spending their time
across these four faces and how they aspire to spend their time. A trend we’ve seen across all newly
transitioning CIOs is a desire to spend more time as a Strategist and less as an Operator. CIOs from
nontechnical backgrounds are closer in their desired time allocation to the Strategist and Operator than
CIOs with technical backgrounds (figure 1). That may indicate that nontechnical CIOs come into the role
with an advantage over their technical peers: They spend more of their day focused on the big picture
and less on the operational side.
FIGURE 1
CIOs without a tech background spend more time being a Strategist and less
time as an Operator than their peers with tech backgrounds
Current time allocation for CIOs with tech background
Current time allocation for CIOs without tech background
Future/ideal state of time allocation across all CIOs
5 percentage point
difference between
nontech and tech CIOs 7 percentage point
difference between
tech and nontech CIOs
44%
39%
34%
25%
18%
16%
Operator Strategist
Source: Deloitte analysis of 157 CIOs.

Wanted: Technologists a technical/IT background prior to becoming CIO,

with diverse experiences while 53 percent reported treading a more tradit-
ional career path (figure 2). Those whose paths to
We’re seeing increasing demand for technology the position were not rooted in tech were split
leaders’ soft skills—their ability to be business among business (13 percent), project (9 percent),
strategists, navigate C-suite and vendor and a wide range of other (25 percent) backgrounds,
relationships, and communicate effectively with from music to the military.8
their stakeholders—come up to par with the
demand for their technical dexterity. According to One nontraditional tech leader is Rachel (Rae)
a 2020 study conducted by Deloitte and WSJ Parent,9 who is now head of enterprise change at T.
Intelligence, 87 percent of CEOs agree that it is Rowe Price. After graduating with a liberal arts
“more important now for technology leaders to degree, she was hired by a company that was
understand business operations, strategy, and looking for entry-level people with broad
innovation than to have deep expertise in backgrounds to bring into their technology
technology systems.” organization. Its hiring model was to look for
people with strong communications and problem-
As a result, more companies are placing less solving skills and develop them for careers in
emphasis on a degree and career in tech, and more software design and installation. Step one was
on an individual’s ability to understand and learning how to program. Parent admits she was
communicate how technology can help solve “probably the worst COBOL programmer ever,”
business problems and create value. Almost half of but she developed the essential technical skills
the recipients of the 2019 UK CIO 100 award, which that allowed her to work with the business to
recognizes the most transformational and disruptive understand their needs and translate them into
CIOs in and from the United Kingdom, did not have software requirements.
FIGURE 2
Almost half of the 2019 UK CIO 100 recipients did not have a technical/
IT background prior to becoming a CIO
Other (music, military, etc.)

25%
IT background 47%
53% Project background
9%
Business background
13%
Source: Thomas Macaulay, “CIO career paths,” CIO Insights UK, June 4, 2019.
Today, Melissa Bell,10 CIO at Danaher, leads its provided by a nontraditional degree and on-
global IT organization, enabling the enterprise’s the-job technology learning.” The idea that a
digital transformation. She credits her effectiveness nontechnical candidate can bring a broader
to her liberal arts education, which taught her perspective is still relatively new.
“how to learn”; that is, how to prioritize massive
amounts of information, figure out what’s most Still, 23 percent of the respondents to the 2020
important, and express those ideas clearly, along Deloitte Global Tech Leadership survey have
with her own thoughts. Her learning agility led to nontechnical educational backgrounds, as do an
a consulting job where she worked in advisory, average 25 percent of their technology staff
business transformation, and systems implemen- members (figure 3). As these leaders look to fill
tation—giving her a “mini-MBA” and exposure gaps in creativity and cognitive flexibility, they are
to technology. bringing in people from nontraditional IT career
paths, and increasing the diversity of perspectives.
And there are others. Mark Roellig11 moved into the
role of MassMutual’s chief technology and admin-
istrative officer from his position as the company’s The softer side of
general legal counsel. And Sally Gilligan12 leveraged tech leadership
her economics education and supply chain
leadership role to become the CIO at Gap Inc. While tech leaders should still ensure IT’s
operational reliability, their strategic role as an
But this is a relatively recent trend. According to enabler for cloud and digital transformation often
Parent, tech recruiters, particularly those looking requires a broader skill set. Melissa Bell says,
to fill more senior-level roles, “can be very focused “You need good, deep technical skills, and you
on computer science or engineering degrees need soft skills, which I prefer to call ‘consulting
earned early on, and as a result, can miss out on skills.’ You need to really understand the
candidates with the different types of perspectives business—its strategy, customers, challenges—
FIGURE 3
Nearly a quarter of technology executives and their tech workforce have

nontechnical education degrees
Have nontechnical education Have technical education
23% 25%
Tech Tech staff

leaders members
77% 75%
Source: Deloitte Global Tech Leadership 2020 survey.

and build relationships to effectively influence In Parker’s case, the mayor of the District of
transformation. Technology is moving so fast that Columbia was looking for someone to lead the city’s
learning agility is required to survive in IT organization who understood how to execute a
this environment.” campaign and get all stakeholders involved.
Parker’s policy background and work as a strategic
Many of this new breed of tech leaders came to the communicator enabled her to apply her knowledge
role with a deep understanding of the business and of governance to help IT become better organized.
its customers. Gilligan brought the ability to lead Parker said, “If you think about any technology
large organizations through transformational project, that’s what it needs. You need to
change. She brought her economics background contemplate all of the users, their journeys, and
and deep understanding of the customer and the how you’re going to bring them along as you change
business that she gained as a leader in Gap Inc.’s the tools that they use to drive their operations.”
supply chain. She said, “For that reason, I was
asked to lead our tech transformation, which Parent’s soft skills, learned through studying the
requires bringing an organization through large- liberal arts, help her to drive meaningful and
scale change.” actionable discussions with teams of technologists.
OUR TAKE: FILLING THE TECH GAP BY CREATING DIVERSE ROLES

Ranjit Bawa, US Cloud leader, and Kate Kustermann Rivera, Cloud Capability Development leader,
Deloitte Consulting
Like many of our clients, Deloitte needs people with diverse mindsets and backgrounds to lead in
today’s cloud-based tech environment. In addition to deep cloud tech skills, we also need people with
communication and problem-solving skills and business acumen, who can develop effective strategies to
apply cloud-based solutions to address our client’s business challenges and opportunities.
We know we cannot hire our way out of this problem; there simply are not enough cloud-skilled people
in the market, period. That’s why we launched Deloitte’s Cloud Institute. By reskilling and upskilling
some of our most promising professionals, we are building the industry’s most skilled cloud technology
workforce to help lead the massive transformations our clients need to continue to grow and compete.
We created five role-based pathways: developer, engineer, architect, AI/analytics, and strategist. The
first four require a strong tech background. But for the fifth—strategist—we look for professionals with
a broader business background, often from our Human Capital and Strategy and Operations practice
areas. They learn tech fundamentals and how to apply cloud-based technologies to deliver more value
to our clients. Many of our modern delivery teams are cross-functional in nature, with technology and
functional experts, that complement each other and together deliver a superior outcome.
The Cloud Institute launched about a year ago, with its first cohort completing the foundational
curriculum. Advanced and master curriculums for each pathway will support and encourage the
continuous learning that’s required in this rapidly changing tech space. The Cloud Institute is just one
of the many tactics Deloitte is using to attract, motivate, and retain the top-tier talent we need to serve
our clients.
She says, “Solid technical perspective is a critical looking to fill IT talent gaps and build a more
part of problem-solving, but leaders also need to diverse and inclusive culture:
understand how to foster collaboration across
diverse teams and make space for ideas that are Cast a wider net. Bell finds diverse ideas and
not rooted first in technology.” talent by building relationships outside her
company and industry. She said, “I have a broad
Of course, many technologists have developed network working for me. I have relationships with
these leadership skills, but people sometimes multiple consultancies, local and national
naturally tend to revert to their comfort zones. conference boards, and learning and development
Parent says, “Sometimes the deeper technologists programs like Deloitte’s NextGen CIO Academy.
will resort to technology-first, whereas those who So, I’m already meeting a wide range of folks
have had a variety of academic and professional before I even have a position to fill.”
experiences tend to ask questions of more
stakeholders, collect multiple points of view, Look beyond the degree. When developing,
and make connections across technology and hiring, and retraining IT talent, consider the
business teams.” individual’s learning agility and other soft skills,
which may matter more than educational
Roellig entered his tech leadership role at background or formal work experience. Gilligan
MassMutual without hands-on tech experience, looks for “learning agility and a growth mindset.
but with lots of curiosity and willingness to learn. How do they approach a problem, and what are
“At this point in my career, I’m probably not a very their critical thinking skills? Do they have the skills
good lawyer or technologist, but I know how to necessary and the learning agility to do a breadth
lead large teams, particularly support teams that of jobs? We look across a diversity of backgrounds
enable the overall organization.” He gained the and talents in order to find the best talent.”
essential technical knowledge he needed in his new
role both internally, by spending time with and Seek diverse perspectives. Gilligan invites new
learning from his people, and externally, by ideas from across her organization to understand
reading and attending conferences with other how different people view the problem and how
technology leaders. they might solve it. She says, “The solution you
may have thought of may not be the optimum or
best one. So, the more diversity of thought, the
Advice for building the more likely you are to actually find the ideal
next generation of solution.” Consider going even further by forcing
yourself and your teams to take this to heart.
diverse tech leaders
Don’t just encourage diverse viewpoints but keep
Our conversations with the featured technology each other honest and track them.
leaders who come from nontraditional
backgrounds generated the following practical Create diverse roles. It takes a broad breadth of
suggestions for CIOs and other leaders who are roles to run an effective IT organization, from
deeply technical roles, which require highly
When developing, hiring, and retraining

IT talent, consider the individual’s learning
agility and other soft skills,
which may matter more than
educational background or
formal work experience.
specialized skills, to strategic and operational gap between the

roles, which are less technical but require more two so they can talk the same language.”
interpersonal skills. Some companies, including Tech fluency programs for business professionals
Deloitte Consulting, are creating diverse roles and may also help tech leaders identify new talent that
customized learning curriculums based on the can fill strategic roles that align business issues
technical and interpersonal/business skills with tech solutions.
required to be effective (see sidebar, “Our take:
Filling the tech gap by creating diverse roles”). Don’t skip the basics. Roellig encourages tech
leaders with nontraditional backgrounds to “explore
Upskill and reskill. Organizations are finding the core elements of technology. You probably want
that they cannot hire enough qualified people to to know a little bit about coding, data analytics,
fill the demand for certain specialized tech roles, algorithms, and how they are used. You don’t have
such as in cybersecurity and cloud. Some are to become an expert, but there is value in banging
launching initiatives to upskill and reskill business around on some of those analytical-type areas so at
and technology employees to fill critical high- least you have some knowledge of what they are.”
demand roles.
Broaden young minds. Parker looks for
Learn a common language. Some companies, opportunities to speak to young people—not just
including Danaher and Deloitte, are developing high school, but also elementary and middle
fluency programs. According to Bell, “It’s about school students. She shares her nontech
tech fluency for business leaders, but also business background and lets them know that “you don’t
fluency for tech leaders. The goal is to bridge the have to be an engineer or have 50 advanced
degrees to be successful in tech. But you do need As professionals with diverse experiences,
to work really hard at it and think about how to education, and mindsets enter technology
deliver what people want.” organizations, a new path to tech leadership is
emerging. It’s not a coincidence that the diversity
The time is now and inclusion initiatives that organizations have
cultivated in recent years are beginning to pay off.
It’s as if the stars have aligned to nudge technology
organizations toward the broad-ranging benefits of Diverse thinking is organically evolving from a “nice
diversity. As more technology capabilities move to have” to a “must have.” That doesn’t mean that
off-premise and into the cloud, IT organizations technology leaders can back off. Our commitment
find that they need fewer full-time deep tech- to diversity and inclusion should remain top of
nologists. Simultaneously, they are creating new mind to enable this new breed of tech leader to be
strategy-focused roles to align business goals with effective in building bridges between the business
cloud-based technology solutions. These roles and technology. Over time, we expect that there will
require business acumen and soft skills—creativity, be no distinction: All businesses will be technology-
cognitive flexibility, and emotional intelligence— minded, and all technology organizations will be
that are more likely to be developed outside the business-minded. •
traditional STEM education path and career.
This article is part of an ongoing series of interviews with technology executives.

The executives’ participation in this article are solely for educational purposes based
on their knowledge of the subject, and the views expressed by them are solely their
own. This article should not be deemed or construed to be for the purpose of soliciting
business for any of the companies mentioned, nor does Deloitte advocate or endorse the
services or products provided by these companies.
ANJALI SHAIKH is a senior manager and the experience leader for Deloitte Consulting LLP’s US CIO
Program. She is based in Costa Mesa, California.
KRISTI LAMAR is a managing director for Deloitte Consulting LLP’s Technology & Innovation group and
executive leader for the US CIO Program. She is based in Denver.
RANJIT BAWA is Deloitte Consulting LLP’s US Cloud leader. He is based in New York City.

Diversity and inclusion in tech
Companies are seeing an increasingly diverse customer base, leading to innovation at a growing speed.
By embedding diversity and inclusion within technology teams, CIOs can fuel more effective and ethical
innovation.
Visit www.deloitte.com/insights/innovating-for-all
178 IN BRIEF
Order from chaos

STARTUPS TACKLE ORGANIZING
INDIA’S ROAD LOGISTICS INDUSTRY
India’s logistics market is worth as much as

US$160 billion, and road logistics is a major player
in it.1 Yet most road logistics participants—truckers,
transporters, retailers, and mechanics—complain
of an inherent trust deficit, likely because of the
opaque network of middlemen and small operators.
As a result, the industry often faces acute ineffic-
iencies: fragmented ownership, demand and supply
mismatch, low utilization, low pricing, low returns,
and low wages. High broker commissions and a
lack of transparency don’t help, either.
However, India’s road logistics industry seems ripe

for consolidation through digital transformation.
A host of road logistics startups are taking on the
challenge of managing inefficiencies by trying to
organize this largely unorganized sector. They’re
doing so by using technology—and data. In
addition to enabling digital freight-matching, they
are also creating new business models.
Order from chaos 179
FIGURE 1
Models to address the core business problems
1
Asset heavy + working capital heavy
These startups own and control their own fleets and directly contract with shippers, creating the
need to fund working capital. This model allows the highest level of control in meeting stringent
service levels and turnaround times. Rivigo’s core logistics offerings are an example of this model.
2
Asset light + working capital heavy
These startups do not own trucks, but contract directly with shippers to fulfill shipments. This model
involves some level of quasi-ownership—trucks that are exclusive to the platform in exchange for
minimum payment guarantees. The Blackbuck freight platform and Rivigo Freight use this model.
3
Asset light + working capital light
These startups neither own trucks nor take working capital risks. They are “digital brokers,” doing the
same function that traditional middlemen perform, but with technology and at scale.
Source: Doblin, accessed January 8, 2020.

For example, value-added service platforms, operating either as standalones or as part of freight-matching
marketplaces, could collect granular data on vehicle use, maintenance patterns, and even driver behavior.
This data can then enable services targeted at truckers. For instance, some startups have been applying
machine learning and predictive analytics on truck usage and maintenance records to predict when a part is
likely to break down. This could enable preventive maintenance, saving truckers time and money.
Our analysis reveals the emergence of primarily three types of startups, each seeming to use a different mix
of asset ownership and working capital risk to address core issues (figure 1).
As technology opens new pathways to success in India’s road logistics industry, many traditional
intermediaries such as transporters, retailers, and mechanics appear to be coming under threat. They will
likely need to scale on the digital maturity curve by building and/or buying capabilities that work for them.
To do so, they should consider:
• Maintaining an innovation portfolio that balances core, adjacent, and transformational

innovation initiatives
• Including investments that proactively create value in growth areas that are new to the company
• Using multiple types of innovation (not just new product innovation) to create new customer experiences
and businesses •
To learn more, read the full report, A time of reckoning: Road logistics in India,
on www.deloitte.com/insights/india-road-logistics.
180 Endnotes
The essence of resilient leadership 9. Joshua M. Epstein, “Are we already missing the
next epidemic?,” Politico, March 31, 2020.
page 8 10. Ibid.
11. Quoting US Defense Secretary Donald Rumsfeld’s

1. Punit Renjen, The heart of resilient leadership: famous statement that “There are also unknown
Responding to COVID-19, Deloitte Insights, March unknowns—the ones we don’t know we don’t
16, 2020. know. And if one looks throughout the history
2. Henry A. Kissinger, “The coronavirus pandemic of our country and other free countries, it is the
will forever alter the world order,” Wall Street latter category that tend to be the difficult ones.”
Journal, April 3, 2020. US Department of Defense, “DoD news briefing—
Secretary Rumsfeld and Gen. Myers,” February 12,
3. António Guterres, “The recovery from the 2002.
COVID-19 crisis must lead to a different
economy,” United Nations, March 31, 2020. 12. PYMNTS, “Turning retail solutions to crisis
mitigation,” March 5, 2020.
4. UN News, “5 reasons the world needs WHO, to
fight the COVID-19 pandemic,” April 9, 2020. 13. Personal experience of colleagues of the author.
5. US National Institutes of Health, “NIH to launch 14. Ibid.

public-private partnership to speed COVID-19 15. Xinhua, “China Focus: Free online medical services
vaccine and treatment options,” April 17, 2020. help curb coronavirus outbreak,” Xinhuanet,
6. Deloitte, COVID-19 government response portal, February 2, 2020.
2020. 16. Christian Bjørnskov, “How does social trust affect
7. Personal experience of colleagues of the author. economic growth?,” Southern Economic Journal 78,
no. 4 (April 2012): pp. 1,346–68.
8. Russell Redman, “Nielsen: Coronavirus has CPG
shoppers changing their ways,” Supermarket News, 17. Stephen Knack, “Trust, associational life, and
March 11, 2020. economic performance,” in John F. Helliwell (Ed.),
The Contribution of Human and Social Capital to
Endnotes 181
Sustained Economic Growth and Well-Being (OECD Schwartz, who is now the senior vice president
and Human Resources Development Canada, of strategy for Salesforce, collaborated to create
January 2001). these future-state scenarios.
18. Dietlind Stolle, “Clubs and congregations: The 24. William Strauss and Neil Howe, The Fourth Turning
benefits of joining an association,” in Karen S. (New York: Three Rivers Press, 1997).
Cook (Ed.), Trust in Society (New York: Russell Sage
25. Ibid., pp. 5–6.
Foundation, 2003), pp. 202–44.
26. Deloitte, COVID-19: The recovery of organizations
19. Yann Algan, “Trust and social capital,” in Joseph
and supply chains, 2020.
E. Stiglitz, Jean-Paul Fitoussi, and Martine Durand
(Eds.), For Good Measure: Advancing Research 27. Deloitte, COVID-19 economic cases: Scenarios for
on Well-Being Metrics Beyond GDP (Paris: OECD business leaders, 2020.
Publishing, 2018).
28. Deloitte, COVID-19 government response portal.
20. Goodreads, “Stephen R. Covey > quotes >
quotable quote,” accessed April 19, 2020. 29. Deloitte, Stepping in: The board’s role in the
COVID-19 crisis, 2020.
21. Andy Crouch, Kurt Keilhacker, and Dave
Blanchard, “Leading beyond the blizzard: Why 30. Business Roundtable, “Business Roundtable
every organization is now a startup,” The Praxis redefines purpose of a corporation to promote
Journal, March 20, 2020. ‘an economy that serves all Americans,’” August
19, 2019.
22. Dina Gerdeman, “How the coronavirus is already
rewriting the future of business,” Harvard 31. Business Roundtable, “Business roundtable CEOs
Business School, March 16, 2020. are responding to COVID-19,” accessed April 19,
2020.
23. The Global Business Network (GBN, now part of
Monitor Deloitte) was founded by Peter Schwartz,
the author of Art of the Long View. Andrew Blau
and Gopi Billa, former GBN colleagues, and
182 Endnotes
Getting decision rights right 2. Shana Lynch, “Andrew Ng: Why AI is the new
electricity,” Insights by Standard Business, March
11, 2017.
page 24
3. A general-purpose technology (GPT) is a type
1. David Mallon and Timothy Davis, The organization of technology whose breadth of applications
design maturity model, Deloitte Consulting LLP, and spillover effects can drastically alter entire
2019. economies and social structures. Previous
examples of GPTs include the invention of writing,
2. Julie Hiipakka and David Mallon, Fostering a the steam engine, the automobile, the mass
learning culture: Why it matters now, Deloitte production system, the computer, the internet,
Consulting LLP, December 12, 2018. and, of course, electricity.
3. Companies that “excelled” and “performed 4. Lynch, “Andrew Ng: Why AI is the new electricity.”
poorly” in the five decision rights attributes were
defined as those in the top and bottom quartiles 5. Kevin Roose, “The hidden automation agenda of
of our sample, respectively. the Davos elite,” New York Times, January 25, 2019.
6. For a discussion on reimagining jobs and

“reconstructing work,” see: Peter Evans-
Greenwood, Harvey Lewis, and Jim Guszcza,
Superminds, not substitutes “Reconstructing work: Automation, artificial
intelligence, and the essential role of humans,”
page 26 Deloitte Review 21, July 31, 2017; for more on the
theme of redefining and redesigning work to
create new sources of value, see: John Hagel, Jeff
1. Barbara J. Grosz, “Some reflections on Michael
Schwartz, and Maggie Wooll, “Redefining work
Jordan’s article ‘Artificial intelligence—the
for new value: The next opportunity,” MIT Sloan
revolution hasn’t happened yet,’” Harvard Data
Management Review, December 3, 2019; for a
Science Review, July 2, 2019.
discussion on the business logic of focusing on
Endnotes 183
value creation rather than cost reduction, see: Jeff day believed that such general, human-imitative
Schwartz et al., “Reframing the future of work,” artificial intelligences would be achievable by the
MIT Sloan Management Review, February 20, 2019. year 2001.
7. Thomas W. Malone, Superminds (New York: Little, 10. David Gelles and David Yaffe-Bellany,
Brown Spark, 2018). For an interview with Malone, “Shareholder value is no longer everything, top
see: Jim Guszcza and Jeff Schwartz, “Superminds: CEOs say,” New York Times, August 19, 2019.
How humans and machines can work together,”
11. Anne-Marie Slaughter, “Forget the Trump
Deloitte Review 24, January 28, 2019. Malone’s and
administration. America will save America,” New
others’ work in the emerging multidisciplinary
York Times, March 21, 2020.
field of collective intelligence is surveyed in the
Handbook of Collective Intelligence, edited by 12. It is commonly agreed that the field of AI
Thomas W. Malone and Michael S. Bernstein originated at a 1956 summer conference at
(Cambridge, Massachusetts: MIT Press, 2015). Dartmouth University, attended by such scientific
Superminds explores the newer forms of collective luminaries as John McCarthy, Claude Shannon,
intelligence that can emerge from groups of Alan Newell, Herbert Simon, and Marvin Minsky.
humans connected and otherwise augmented by The conference’s proposal stated: “The study is
digital and AI technologies. to proceed on the basis of the conjecture that
every aspect of learning or any other feature of
8. Personal communication from Thomas Malone to
intelligence [emphasis added] can in principle
Jim Guszcza.
be so precisely described that a machine can be
9. For example, the AI pioneer Marvin Minksy served made to simulate it. An attempt will be made
as an adviser to Stanley Kubrick’s and Arthur to find how to make machines use language,
C. Clarke’s 2001: A Space Odyssey. Perhaps that form abstractions and concepts, solve kinds
movie’s most memorable character was HAL of problems now reserved for humans, and
9000, a computer that spoke fluent English, used improve themselves.” See: John McCarthy et al.,
commonsense reasoning, experienced jealousy, “A proposal for the Dartmouth Summer Research
and tried to escape termination by doing away Project on artificial intelligence,” AI Magazine
with the ship’s crew. In short, HAL was a computer 27, no. 4 (2006). Regarding the time frame, the
that implemented a very general form of human proposal went on to state, “We think that a
intelligence. Minsky and other AI leaders of the
184 Endnotes
significant advance can be made in one or more 18. The linguist Noam Chomsky famously observed
of these problems if a carefully selected group of that children can learn grammar based on
scientists work on it for a summer.” surprisingly little data, and argued that knowledge
of grammar is innate. This is the so-called
13. Garry Kasparov, “The brain’s last stand,” keynote
“poverty of the stimulus” argument. For a
address at DefCon 2017, Kasparov.com, August
modern discussion that points toward potential
18, 2017.
developments in third-wave AI, see: Amy Perfors,
14. YouTube, “Jeopardy IBM challenge day 3 Joshua Tennenbaum, and Terry Regier, “Poverty
Computer Overlords clip,” video, July 28, 2012. of the stimulus? A rational approach,” MIT.edu,
January 2006.
15. Murad Ahmed, “Demis Hassabis, master of
the new machine age,” Financial Times, March 19. In computer science, the phenomenon goes
11, 2016. This was not an isolated statement. by the name “Moravec’s Paradox” after Hans
Two days earlier, the New York Times carried an Moravec, who stated that “it is comparatively
opinion piece stating that “Google’s AlphaGo is easy to make computers exhibit adult-level
demonstrating for the first time that machines performance on intelligence tests or playing
can truly learn and think in a human way.” See: checkers, and difficult or impossible to give them
Howard Yu, “AlphaGo’s success shows the human the skills of a one-year-old when it comes to
advantage is eroding fast,” New York Times, March perception and mobility.” See: Hans Moravec,
9, 2016. Mind Children (Cambridge, Massachustetts:
Harvard University Press, 1988).
16. Gary Marcus and Earnest Davis, Rebooting AI (New
York: Pantheon, 2019). For a relevant excerpt, see: 20. Alison Gopnik, “What do you think about
Gary Marcus and Earnest Davis, “If computers machines that think?,” Edge, 2015. Gopnik also
are so smart, how come they can’t read?,” Wired, states, “One of the fascinating things about the
September 10, 2019. search for AI is that it’s been so hard to predict
which parts would be easy or hard. At first, we
17. Steve Lohr, “Facial recognition is accurate, if thought that the quintessential preoccupations
you’re a white guy,” New York Times, February 9, of the officially smart few, like playing chess
2018. or proving theorems—the corridas of nerd
machismo—would prove to be hardest for
Endnotes 185
computers. In fact, they turn out to be easy. 26. Kelley A. Wittbold et al., “How hospitals are using
Things every dummy can do like recognizing AI to battle COVID-19,” Harvard Business Review,
objects or picking them up are much harder.” April 3, 2020.
21. Steven Pinker, The Language Instinct (New York: 27. This analysis was done by the economist James
Harper Perennial Modern Classics, 1994). Bessen. See: James Pethokoukis, “What the story
of ATMs and bank tellers reveals about the ‘rise of
22. Scott E. Page, The Diversity Bonus: How Great Teams
the robots’ and jobs,” blog, AEI, June 6, 2016.
Pay Off in the Knowledge Economy (Princeton, New
Jersey: Princeton University Press, 2017). 28. Ironically, the report is entitled, “How bots will
automate call center jobs.” See Bloomberg, “How
23. Garry Kasparov, “The chess master and the
bots will automate call center jobs,” August 15,
computer,” New York Review of Books, February 11,
2019.
2010.
29. Ibid.
24. Malone provides a useful taxonomy for designing
such human-machine partnerships. Computers 30. Ziad Obermeyer and Ezekiel Emanuel, “Predicting
can serve as tools for humans, assistants to the future—big data, machine learning, and
humans, peers of humans, or managers of clinical medicine,” New England Journal of
humans. (See: Malone, Superminds.) Malone Medicine 375 (2016): pp. 1,216–9, DOI: 10.1056/
also discusses these modes of collaboration in NEJMp1606181. The authors comment that,
“Superminds: How humans and machines can because their work largely involves interpreting
work together,” Deloitte Review 24, January 28, digitized images, “machine learning will displace
2019. much of the work of radiologists and anatomical
pathologists.”
25. A 2016 research report found that 80 percent
of businesses were either using chatbots or 31. Tweet by Eric Topol, Twitter, 7:35 AM, November
planned to adopt them by 2020. Business Insider 16, 2017.
Intelligence, “80% of businesses want chatbots by
32. Geff Hinton, “On radiology,” YouTube video,
2020,” December 14, 2016.
November 24, 2016.
186 Endnotes
33. Eric Topol, Deep Medicine: How Artificial Intelligence 40. For example: Paul McCaffrey, “Daniel Kahneman:
Can Make Healthcare Human Again (New York: Four keys to better decision making,” Enterprising
Basic Books, 2019). Investor, June 8, 2018; Heloise Wood, “William
Collins splashes seven figures on Kahneman’s
34. Ibid.
book about noise,” Bookseller, March 20, 2018.
35. All quotes in the above paragraph are from Eric
41. For example: Miranda Bogen, “All the ways hiring
Topol, “Doctors and Patterns,” Deep Medicine: How
algorithms can introduce bias,” Harvard Business
Artificial Intelligence Can Make Healthcare Human
Review, May 6, 2019.
Again (New York: Basic Books, 2019).
42. For example: Ziad Obermeyer et al., “Dissecting
36. James A.R. Marshall et al., “On optimal decision-
racial bias in an algorithm used to manage the
making in brains and social insect colonies,”
health of populations,” Science 366, no. 6,464
Journal of the Royal Society 6 (2009): pp. 1,065–74,
(2019): pp. 447–53, DOI: 10.1126/science.aax2342.
DOI: 10.1098/rsif.2008.0511.
43. Upon joining the practice, Jim’s reaction—similar
37. Bhavik N. Patel et al., “Human–machine
to that of many of our clients—channeled the
partnership with artificial intelligence for chest
substitution view: “This is impossible: The data is
radiograph diagnosis,” Nature Digital Medicine 2
way too sparse and messy to eliminate the need
(2019). Interestingly, the authors report that the
for human underwriters!” In fact, the solution
machine diagnoses had a higher true positive rate
was superminds, not substitution, in nature. To
(sensitivity), while the human diagnosticians had a
ensure effective human-algorithm collaboration,
lower false negative rate (specificity).
expert human judgment was infused into both
38. Herbert Simon, Administrative Behavior: A Study the design and the daily operation of the solution.
of Decision-Making Processes in Administrative Underwriters used their domain and institutional
Organizations, 4th ed. (New York: Free Press, knowledge to help the actuaries and data
1997). scientists to create data features and understand
data limitations; the actuaries and data scientists
39. Daniel Kahneman et al., “Noise: How to overcome carefully sampled and adjusted the historical data
the high, hidden cost of inconsistent decision to mirror the scenarios in which the algorithm
making,” Harvard Business Review, October 2016. was to be applied. In addition, they collaborated
with business owners to establish “guardrails” and
Endnotes 187
business rules for when and how the algorithms 47. Chicago Booth Review, “Sendhil Mullainathan says
should be used for various risks. In contrast to AI can counter human biases,” August 7, 2019.
the extreme form of machine learning-based AI in
48. A physical analog to this discussion of human-
which prior knowledge is thrown away in favor of
machine “cognitive collaboration” for improved
algorithmic pattern-matching, human knowledge
judgments and decisions is the concept of
was infused into the solution at multiple steps.
“cobots” developed by the prominent roboticist
And in contrast with the substitution narrative,
Rodney Brooks. Brooks and his collaborators
the solution was explicitly designed to meet the
have designed robots that can be trained without
needs of human end users.
writing code, give human collaborators visual
44. For further discussion of this conception of cues (such as animated “eyes” that move in the
human-centered AI, see: Jim Guszcza, “Smarter direction of a robot arm), and are designed to be
together: Why artificial intelligence needs human- safe for humans to collaborate with. See: Erico
centered design,” Deloitte Review 22, January 22, Guizzo and Evan Ackerman, “Rethink Robotics,
2018. pioneer of collaborative robots, shuts down,” IEEE
Spectrum, October 4, 2018.
45. For example: Matissa Hollister, “AI can help with
the COVID-19 crisis—but the right human input is 49. Slaughter, “Forget the Trump administration.
key,” World Economic Forum, March 30, 2020. The America will save America.”
article notes: “AI systems need a lot of data, with
50. Atul Gawande, “The hot spotters: Can we lower
relevant examples in that data, in order to find
medical costs by giving the neediest patients
these patterns. Machine learning also implicitly
better care?,” New Yorker, January 17, 2011.
assumes that conditions today are the same as
the conditions represented in the training data. 51. For example, CareLinx is a startup that uses
In other words, AI systems implicitly assume that algorithms to match caregivers with families.
what has worked in the past will still work in the See: Kerry Hannon, “Finding the right caregiver,
future.” eHarmony style,” Money, July 11, 2016.
46. For a broader discussion of AI ethics, see: Jim 52. Hagel, Schwartz, and Wooll, “Redefining work for
Guszcza et al., “Human values in the loop: Design new value: The next opportunity”; Schwartz et al.,
principles for ethical AI,” Deloitte Review 26, “Reframing the future of work.”
January 28, 2020.
188 Endnotes
53. David H. Autor, “Why are there still so many jobs? 4. LinkedIn produces an opportunity index (see:
The history and future of workplace automation,” LinkedIn, “The 2020 LinkedIn Opportunity Index,”
Journal of Economic Perspectives 29, no. 3 (2015): accessed May 11, 2020) that focuses on individual
pp. 3–30. perceptions of opportunities about work and
life in different regions of the world. We are
proposing a somewhat different kind of index: a
business-specific opportunity index that explores
worker perceptions about the availability of, and
Opportunity marketplaces their ability to pursue, desirable opportunities in
their workplace.
page 42
5. Miriam Wallack, “Perks are out, internal mobility
is in: What Gen Zs truly look for in the workplace,”
1. Amartya Sen, “Well-being, agency, and freedom:
Gloat, March 20, 2019.
The Dewey Lectures 1984,” Journal of Philosophy
82, no. 4 (April 1985): pp. 169–221, DOI:
10.2307/2026184; Edmund S. Phelps, Mass
Flourishing: How Grassroots Innovation Created
Jobs, Challenge, and Change (Princeton, New Jersey: Digital health technology
Princeton University Press, 2013); Economist,
“Coase’s theory of the firm,” July 27, 2017.
page 60
2. Amy C. Edmondson, The Fearless Organization:
Creating Psychological Safety in the Workplace for 1. Deloitte Center for Health Solutions interview
Learning, Innovation, and Growth (Hoboken, New with AccuHealth executive, April 29, 2019.
Jersey: John Wiley & Sons, 2018).
2. Ibid.; Intel, Improving healthcare with home-based
3. Sen, “Well-Being, agency, and freedom: The monitoring and predictive analytics, August 2018.
Dewey lectures 1984,” pp. 169–221.
3. Interview with AccuHealth executive, April 29,
2019.
Endnotes 189
Patient engagement 2.0 2. Rural Health Snapshot, North Carolina Health

Research Program. All differences in weighted
population averages are statistically significant at
page 62 the level of 5 percent.
1. Mark Lush et al., “Patient engagement strategies 3. Sarah Purdy et al., “Ambulatory care sensitive
in a digital environment: Life sciences companies conditions: Terminology and disease coding
respond to changing patient expectations,” need to be more specific to aid policy makers
Deloitte Review 18, January 25, 2016. and clinicians,” Public Health 123, no. 2 (2009): pp.
169–73.
2. Ryan Myers, Margaret Anderson, and Casey
Korba, Striving to become more patient-centric in life 4. Pew Research Center, “Mobile fact sheet,” June
sciences: What it really takes to optimize patient trust 12, 2019; Melissa Majerol and William Carroll,
and health outcomes, Deloitte Insights, January 30, Medicaid and digital health: Findings from the
2020. Deloitte 2018 survey of US health care consumers,
Deloitte Insights, September 7, 2018.
5. CMS.gov, “CMS finalizes policies to bring

innovative telehealth benefit to Medicare
Narrowing the rural- Advantage,” press release, April 5, 2019; American

Telemedicine Association, “Telehealth policy and
urban health divide reimbursement vary widely from state to state,
ATA Report finds,” July 19, 2019.
page 78 6. Alexis Skoufalos et al., “Rural aging in America:
Proceedings of the 2017 Connectivity Summit,”
1. This is based on a true account of events faced by Population Health Management 20, no. S2 (2017):
one family. We have changed names and other pp. S1–S10.
specific details to protect individuals’ privacy.
7. Rural Health Information Hub, “Telehealth models
for increasing access to behavioral and mental
health treatment,” accessed October 17, 2019.
190 Endnotes
8. Jane Wishner et al., “A look at rural hospital average minutes refers to those whose travel
closures and implications for access to care: time to the nearest hospital is above the 75th
Three case studies,” Kaiser Family Foundation, percentile for their community type.
July 7, 2016.
14. There are several different ways to measure
9. Ibid. rurality, and rural-urban comparisons using
different definitions may yield different
10. Rural Health Information Hub, “Rural data
conclusions. In this table, data from the Rural
explorer,” accessed October 17, 2019; HRSA
Health Information Hub and from the North
Area Health Resources Files, 2014 and 2015. No
Carolina Health Research Program categorize
statistical tests were run to compare rural and
counties as metropolitan and nonmetropolitan
nonrural measures.
using the Office of Management and Budget
11. Ibid. metropolitan and micropolitan statistical area
definitions. According to this definition, nonmetro
12. Kim Parker et al., “Views of problems facing counties include noncore (small rural) and
urban, suburban and rural communities,” Pew micropolitan (large rural) counties. The Pew
Research Center, May 22, 2018. Pew Research’s Research Center asked survey respondents
analysis includes urban, suburban, and rural to describe the area in which they live as
communities. Our table includes data on urban rural, suburban, or urban and relied on these
and rural communities only. Differences between responses for classification purposes.
urban and rural are statistically significant.
15. The University of North Carolina at Chapel Hill,
13. Onyi Lam, Brian Broderick, and Skye Toor, “How “Sheps Center for Health Services Research,”
far Americans live from the closest hospital accessed October 17, 2019. All differences in
differs by community type,” Pew Research Center, weighted population averages are statistically
December 12, 2018. Pew Research’s analysis significant at the level of 5 percent.
includes urban, suburban, and rural communities.
Our table includes data on urban and rural 16. Rural Health Information Hub, “Rural data
communities only. Differences between urban explorer,” US Census ACS, 2011 and 2017 five-
and rural are statistically significant; longest year estimates. No statistical tests were run to
compare rural and nonrural measures.
Endnotes 191
17. UNC, “Sheps Center for Health Services Research.” 27. Joshua Ball, “Nation’s first Virtual Living Room
All differences in weighted population averages Telehealth Center brings unique care to
are statistically significant at the level of 5 percent. Appalachian veterans,” Kentucky Today, February
3, 2018; Kay Miller Temple, “The power of three:
18. Rural Health Information Hub, “Rural data
Rural schools, healthcare providers, and a rural
explorer,” CDC Diabetes County Data Indicators,
health association collaborate to expand primary
2006–2016. No statistical tests were run to
care access using school-based telehealth,” Rural
compare rural and nonrural measures.
Health Information Hub, May 29, 2019.
19. Ibid.
28. Zoom, “Zoom for healthcare, ”accessed October
20. NPR, Robert Wood Johnson Foundation, and 18, 2019.
Harvard T.H. Chan School of Public Health, Life in
29. eVisit, “Welcome to the eVisit resources,” accessed
rural America–Part II, May 2019.
October 18, 2019.
21. Ibid.
30. Rural Health Information Hub, “Health-e-Schools,”
22. Ibid. October 9, 2019.
23. National Consortium of Telehealth Resource 31. Center for Rural Health Innovation, “The Center
Centers (NCTRC), “About our consortium,” for Rural Health Innovation,” accessed November
accessed October 17, 2019. 4, 2019.
24. Rajendra Singh et al., “Sustainable rural telehealth 32. Center for Rural Health Innovation, “What is
innovation: A public health case study,” Health Health-e-Schools?,” accessed October 18, 2019.
Services Research 45, no. 4 (2010): pp. 985–1,004.
33. Bonnie Darves, “Telemedicine: Changing the
25. Rural Health Information Hub, “Finger Lakes landscape of rural physician practice,” NEJM
Community Health Telehealth Network,” Career Center, May 17, 2013.
December 4, 2017.
34. National Advisory Committee on Rural Health and
26. US Department of Veterans Affairs, “ATLAS: Human Services, “Telehealth in rural America,”
Offering veterans VA care closer to home,” March 2015.
accessed October 18, 2019.
192 Endnotes
35. Michael Nochomovitz and Rahul Sharma, “Is it 42. Federal Communications Commission, “Rural
time for a new medical specialty? The medical Health Care Program,” accessed November 4,
virtualist,” Journal of the American Medical 2019.
Association 319, no. 5 (2018): pp. 437–8.
43. US Department of Agriculture, “ReConnect Loan
36. Ken Abrams, Steve Burrill, and Natasha Elsner, and Grant Program,” accessed October 18, 2019.
What can health systems do to encourage physicians
44. Jon Porter, “Amazon will launch thousands of
to embrace virtual care? Deloitte 2018 survey of US
satellites to provide internet around the world,”
physicians, Deloitte Insights, July 18, 2018.
The Verge, April 4, 2019.
37. Virtual visits are used in several departments
45. MuniNetworks.org, “Community Network Map,”
at Carle, but one of the most widely used
departments is Nutrition Services. Carle, “Patients
can access virtual doctor’s visits for themselves, 46. Rural Health Information Hub, “Applying for
their kids,” September 21, 2015. grants to support rural health projects,” March 7,
2019.
38. NPR, Robert Wood Johnson Foundation, and
Harvard T.H. Chan School of Public Health, Life in 47. Shantanu Agrawal and Brock Slabach, “The drive
rural America—Part II. to quality and access in rural health,” Health Affairs
(2018); Bipartisan Policy Center, Reinventing rural
39. Neil Versel, “TytoCare gets FDA clearance for
health care: A case study of seven upper midwest
digital telemedicine stethoscope,” MedCity News,
states, January 2018; United States Government
November 1, 2016.
Accountability Office, Medicare value-based
40. Felix Matthews and Chris Shudes, “Three ways payment models: Participation challenges and
health care organizations can help boomers plug available assistance for small and rural practices,
into virtual health,” Deloitte’s Life Sciences and December 2016; Jacqueline LaPointe, “Flexibility,
Health Care blog, August 15, 2019. value-based payment key to rural hospital
success,” RevCycleIntelligence, January 26, 2018.
41. Leslie Read, “Health plans: What matters most to
the health care consumer?,” Deloitte, 2016. 48. Rich Daly, “Policy changes needed to sustain
CAHs: Report,” Healthcare Financial Management
Association, January 17, 2018.
Endnotes 193
The realist’s guide to quantum 3. Wellener et al., 2019 Deloitte and MAPI Smart
Factory Study.
4. We further add that 19 percent of manufacturers
report that they “haven’t even thought about it.”
page 94
5. Following each interview, we transcribed notes
1. Scott Aaronson, “Why Google’s quantum and recordings and coded each interview, using
supremacy milestone matters,” New York Times, multiple coders, to identify key ideas expressed
October 30, 2019. and allow themes to emerge from the diverse
set of examined deployments and stakeholders.
2. Duncan Stewart, “Quantum computers: The With this research, we continue a longer-term
next supercomputers, but not the next laptops,” effort to document and develop a repository of
Deloitte TMT Predictions 2019, Deloitte Insights, data on smart factory technology deployments.
December 11, 2018. As industry and adoption grow, our plan is to
build a cache of narratives, experiences, and
perspectives on how various organizations make
smart factories work. In doing so, we expect
Implementing the smart factory to offer leadership and insight to our clients
and communities during this important time
of transformation.
page 96
6. Deloitte interview (see “Our research approach”),
July 29, 2019.
1. Paul Wellener et al., 2019 Deloitte and MAPI
Smart Factory Study: Capturing value through 7. Deloitte interview, July 29, 2019.
the digital journey, Deloitte Insights and MAPI,
September 2019. 8. Deloitte interview, August 1, 2019.
2. For further information, visit Deloitte Insights’ 9. Deloitte interview, August 16, 2019.
suite of articles on Industry 4.0 and digital
10. Deloitte interview, July 31, 2019.
supply networks.
194 Endnotes
11. Adam Mussomeli et al., The digital supply network 20. Mussomeli et al., The digital supply network meets
meets the future of work: People, machines, and the future of work; for more information on future
a new era of collaboration, Deloitte Insights, roles in the smart factory, see Deloitte Insights’
December 18, 2017. series on manufacturing personas.
12. Gerald C. Kane et al., Accelerating digital innovation 21. Renjen, Industry 4.0.
inside and out: Agile teams, ecosystems, and ethics,
22. Jessie Yeung, “Boston Dynamics’ robot dog is now
Deloitte Insights, June 4, 2019.
available for select customers,” CNN Business,
13. Punit Renjen, Industry 4.0: At the intersection of September 25, 2019.
readiness and responsibility, Deloitte Insights,
23. Adam Mussomeli et al., Building a cognitive digital
January 20, 2020.
supply network: Augmenting automation in an AI
14. Mark Cotteleer and Timothy Murphy, The talent world, Deloitte Insights, June 14, 2019.
paradox: Technically advanced, intuitively limited,
24. Laks Pernenkil et al., “The biopharma smart
Deloitte Insights, October 10, 2018.
factory of the future,” Deloitte, 2019.
15. For more information on future roles in the
smart factory, see Deloitte Insights’ series on
manufacturing personas.
16. Wellener et al., 2019 Deloitte and MAPI Smart Private 5G networks
Factory Study.
17. Deloitte interview, July 29, 2019. page 108
18. Deloitte interview, July 31, 2019.

1. A survey by Gartner found that two-thirds of
19. Wellener et al., 2019 Deloitte and MAPI Smart organizations planned to deploy 5G by 2020,
Factory Study. predominantly for IoT communications and video.
For more information, see: Gartner, “Gartner
survey reveals two-thirds of organizations intend
to deploy 5G by 2020,” press release, December
18, 2018.
Endnotes 195
2. Qualcomm, “Expanding 5G NR to industrial IoT,” 9. János Farkas et al., “5G-TSN integration for
accessed October 3, 2019. industrial automation,” Ericsson Technology Review,
August 27, 2019.
3. Markus Fasse and Stephan Scheuer, “Carmakers
want their own 5G networks,” Handelsblatt Today, 10. Chantal Polsonetti, “Could 5G NR + TSN mean the
October 29, 2018. end of industrial ethernet as we know it?,” ARC
Advisory Group, June 10, 2018.
4. Solmaz Niknam, Harpreet S. Dhillon, and Jeffery
H. Reed, “Federated learning for wireless 11. Yongbin Wei, “A new era in industrial
communications: Motivation, opportunities and production?,” New Electronics, May 31, 2019.
challenges,” Cornell University, September 6,
12. Light Reading, “How can CoMP extend 5G NR to
2019.
high capacity & ultra-reliable communications?,”
5. 5G delivers this capability via a single standard. July 11, 2018.
In contrast, there are currently multiple industrial
13. Reuters, “Factbox: German industrial giants eye
fixed ethernet systems: Sercos, PROFINET, and
regional 5G licences,” January 24, 2019.
EtherCAT. For more information, see: 3GPP,
“3GPP SA6 initiatives to enable new vertical 14. ASUS, “AX6000 dual band 802.11 ax WiFi router
applications,” September 30, 2019. supporting MU-MIMO and OFDMA technology,
with AiProtection network security powered by
6. For more information on the differences between
Trend Micro, built-in WTFast game accelerator
releases 15 and 16, see: IEEE Spectrum, “3GPP
and adaptive QoS,” accessed October 3, 2019.
release 15 overview,” accessed October 3, 2019.
15. Huawei, “World’s largest automated container
7. Gabriel Brown, Ultra-reliable low-latency 5G for
port uses 5.8 GHz LTE,” accessed October 3, 2019.
industrial automation, Qualcomm, accessed
October 3, 2019. 16. Nokia, “Nokia’s digitalization of its 5G Oulu factory
recognized by the World Economic Forum as an
8. Lauren J. Young, “Telecom experts plot a path to
‘Advanced 4th industrial revolution lighthouse,’”
5G,” IEEE Spectrum, October 6, 2015.
press release, July 3, 2019.
196 Endnotes
17. Please see Deloitte TMT Prediction in the same 25. NTT Docomo, “Smart construction powered by 5G
series: Robots on the move: Professional service & IoT,” accessed October 3, 2019.
robots set for double-digit growth.
26. Huawei, “KPN, Shell and Partners test industrial
18. 3GPP, “Study on positioning use cases,” accessed 5G applications in the port of Rotterdam,”
October 3, 2019; 3GPP, “Service requirements November 6, 2018.
for cyber-physical control applications in vertical
27. Xinhua, “China completes first 5G inspection of
domains,” accessed October 3, 2019.
power lines,” May 16, 2019.
19. Glastonbury Festival has 200,000 attendees plus
28. International Data Corporation, “Augmented
staff. For more information, see Ben Wood, “The
reality and virtual reality headsets poised for
first 5G-enabled festival,” CCS Insight, accessed
significant growth, according to IDC,” March 28,
October 3, 2019.
2019; Andrew McDonald, “CCS: VR and AR device
20. National Instruments, “Unlicensed spectrum may sales to drop in 2018 despite long-term promise,”
be critical to 5G,” IEEE Access, accessed October 3, Digital TV Europe, December 3, 2018.
2019.
29. The majority of VR units sold in 2019 were likely
21. GSMA, The mobile economy 2019, 2019. for use in consumer contexts, principally gaming.
See: Shanhong Liu, “Unit shipments of virtual
22. Vicki Holt, “Five expert insights into digital
reality (VR) devices worldwide from 2017 to 2019
manufacturing and mass customization,”
(in millions), by vendor,” Statista, September 5,
IndustryWeek, July 19, 2018.
2019.
23. Mike Dano, “This hospital is installing 5G for one
30. Jeremy Horwitz, “AT&T: Our 5G network is ready
big reason: Getting rid of wires,” Light Reading,
for 2880×1600 VR and 5ms latency games,”
January 29, 2019.
VentureBeat, April 1, 2019.
24. Harper Adams University, “Agricultural
31. Ibid.
Engineering Precision Innovation (Agri-EPI)
Centre,” accessed October 3, 2019. 32. Ericsson, “Troubleshooting made easier with
augmented reality,” January 12, 2018.
Endnotes 197
33. Jayne Brooks, “UK’s first 5G industrial trial 42. Bundesnetzagentur, “Electronic communications
suggests new technology could increase UK services,” accessed October 3, 2019.
productivity by 2%,” Total Telecom, June 18, 2019.
34. Juan Pedro Tomás, “ABB pilots industrial AI

application using 5G,” Enterprise IoT Insights, June
7, 2019.
Marine plastic pollution
35. Ericsson, “The world’s first cellular IoT-based
page 124
smart factory,” accessed October 3, 2019.
36. Chris Davies, “Mercedes reveals the 5G robot- 1. Laurent C. M. Lebreton et al., “River plastic
filled factory for its most high-tech cars,” emissions to the world’s oceans,” Nature
SlashGear, November 16, 2018. Communications 8, no. 1 (June 7, 2017): pp. 1–10.
37. Bosch Rexroth, “Bosch Rexroth invests in the 2. The term “blue economy” covers a wide range
factory of the future,” press release, May 8, 2019. of interlinked established and emerging sectors,
including all economic activities related to oceans,
38. Dano, “This hospital is installing 5G for one big seas, and coasts. European Commission, What is
reason.” the blue economy?, accessed November 22, 2019.
39. Network World, “Intecom charts new strategy for 3. Vincent Viool et al., The price tag of plastic pollution,
future,” June 26, 1989. Deloitte Netherlands, 2019.
40. Kevin Gu, “How does a business phone system 4. Ibid.

work?,” GenVoice, May 10, 2019; Johnson Hur,
“History of PBX,” BeBusinessed, accessed October 5. Ibid.
3, 2019.
41. Mike Dano, “Nokia CTO: Private wireless could

be 2x bigger than commercial wireless,” Light
Reading, May 30, 2019.
198 Endnotes
The sustainability transformation 7. Jon Hale, “10 sustainable investing stories of

2019,” Morning Star, December 12, 2019.
page 126 8. UN News, “COP25: Global investors urge countries

to meet climate action goals,” December 9, 2019.
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Polman to retire; Alan Jope appointed as the most significant companies in France,”
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April 18, 2020; United Nations, “Sustainable 12. Deloitte, “The Deloitte Global Millennial Survey
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content of this publication has not been approved 2019.
by the United Nations and does not reflect the
views of the United Nations or its officials or 13. Ibid.
Member States.
14. Lucy Handley, “Fast-fashion retailers like Zara
5. United Nations Climate Change, “Impacts of and H&M have a new threat: The $24 billion used
climate change on sustainable development goals clothes market,” CNBC, March 19, 2019.
highlighted at high-level political forum,” July 19,
15. Thomas Franck, “Alternative meat to become
2019.
$140 billion industry in a decade, Barclays
6. Sofia Sanchez Manzanaro, “COP25 in Madrid: UN predicts,” CNBC, May 23, 2019.
Secretary-General Guterres says planet is ‘close to
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Endnotes 199
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27. Taylor Kuykendall, Ashleigh Cotting, and Declan
August 19, 2019.
Harty, “Investment giant BlackRock marks a major
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to address climate change,” New York Times, Global, January 22, 2020.
February 17, 2020.
28. United Nations Environment Programme, “A
18. Rose Marcario, “Our urgent gift to the planet,” decade of renewable energy investment, led
LinkedIn, November 28, 2018. by solar, tops USD 2.5 trillion,” press release,
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19. Fink, “A fundamental reshaping of finance.”
29. Ørsted, “The most sustainable company in the
20. Ibid.
world,” accessed May 18, 2020.
21. Mark R. Kramer, “Larry Fink isn’t going to read
30. John Hagel and John Seely Brown, Zoom out/zoom
your sustainability report,” Harvard Business
in: An alternative approach to strategy in a world
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that defies prediction, Deloitte Insights, May 16,
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cautiously optimistic note in letter to BlackRock
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shareholders,” Barron’s, March 30, 2020.
2020.
23. European CEO, “Unilever CEO Paul Polman is
32. Volkswagen, “Volkswagen plans 22 million electric
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vehicles in ten years,” March 12, 2019.
24. Matthew Taylor, Jonathan Watts, and John
33. AtSource, “What is AtSource?,” accessed May 18,
Bartlett, “Climate crisis: 6 million people join latest
2020.
wave of global protests,” Guardian, September 27,
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200 Endnotes
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strategy,” Advertising Specialty Institute, April 3,
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accessed May 18, 2020.
36. Ellen MacArthur Foundation, “The jeans redesign,”
37. Economics of Mutuality, “Kenyan president

expresses support for Project Maua,” May 2018. Measuring the business value
38. Danone, “Danone ecosystem fund,” accessed May of corporate social impact
18, 2020.
39. IKEA, “IKEA will test furniture leasing in 30 markets page 140
during 2020,” press release, March 4, 2019.
1. Erica Volini et al., Introduction: Leading the social
40. Katherine White, David J. Hardisty, and Rishad enterprise—Reinvent with a human focus: 2019
Habib, “The elusive green consumer,” Harvard Global Human Capital Trends, Deloitte Insights,
Business Review, July–August 2019. April 11, 2019.
41. John Hagel III, “Leveraged growth: Expanding 2. Larry Fink, “A fundamental reshaping of finance,”
sales without sacrificing profits,” Harvard Business BlackRock, accessed May 5, 2020.
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3. Kurt Dassel and Xi Wang, Social purpose and value
42. Nestlé, “What is Nestlé doing to tackle plastic creation: The business returns of social impact,
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43. Nestlé, “Nestlé inaugurates packaging research 4. Ibid.

institute, first-of-its-kind in the food industry,”
press release, September 12, 2019. 5. The RepTrak Company, Raising the stakes on
corporate responsibility, October 25, 2018.
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demonstrate commitment to sustainability sustainable consumer?, December 17, 2018.
outperform those that don’t,” press release,
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October 12, 2015.
“Research: Actually, consumers do buy
7. Computer Generated Solutions, “CGS survey sustainable products,” Harvard Business Review,
reveals sustainability is driving demand and June 19, 2019.
customer loyalty,” January 10, 2019.
18. Doblin, “Metrics: Measuring and managing
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corporate responsibility. 2020.
9. Ibid. 19. We Mean Business, The climate has changed,

September 2014.
10. Shane McFeely and Ben Wigert, “This fixable
problem costs US businesses $1 trillion,” Gallup, 20. Center for Sustainable Business, “CSB ROSI™
March 13, 2019. methodology,” NYU Stern School of Business,
11. Volini et al., Leading the social enterprise.
21. Sustainability Accounting Standards Board,
12. Benevity, “Benevity study links employee-centric
“Standards overview,” accessed March 6, 2020.
corporate goodness programs to big gains in
retention,” May 31, 2018. 22. CDP, “World’s biggest companies face $1 trillion in
climate change risks,” June 4, 2019.
13. Adele Peters, “Most millennials would take a pay
cut to work at a environmentally responsible 23. World Business Council for Sustainable
company,” Fast Company, February 14, 2019. Development (WBCSD), Applying enterprise
risk management to environmental, social and
14. Nate Dvorak, “Three ways mission-driven
governance-related risks, October 22, 2018.
workplaces perform better,” Gallup, May 4, 2017.
24. The Sustainability Accounting Standards Board,
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“SASB Materiality Map,” accessed March 6, 2020.
strategy: Ask/listen/observe,” The Institute for
Corporate Productivity, April 1, 2020.
202 Endnotes
25. WBCSD, Applying enterprise risk management to 34. International Integrated Reporting Council,
environmental, social and governance-related risks. “International <IR> framework,” accessed May
6, 2020; Natural Capital Coalition, “Natural
26. Ibid; Ulrich Atz et al., “The return on sustainability
Capital Protocol,” accessed May 6, 2020; Social &
investment (ROSI): Monetizing financial benefits
Human Capital Protocol Coalition, Social & human
of sustainability actions in companies,” Review
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of Business: Interdisciplinary Journal on Risk and
Society 39, no. 2 (2019): pp. 1–31. 35. Impact Management Project, “About,” accessed
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27. Center for Sustainable Business, “CSB ROSI™
methodology.” 36. Social Value International, “About us,” accessed
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28. Social & Human Capital Coalition, Social & human
capital protocol, accessed May 6, 2020.
29. WBCSD, Applying enterprise risk management to

environmental, social and governance-related risks.
The future of fresh
30. CP Gurnani, “Sustainability and profitability can
co-exist. Here’s how,” World Economic Forum, page 152
January 7, 2020.
31. Michael E. Porter, George Serafeim, and Mark 1. Chris DuBois and Jonna Parker, “Top trends in
Kramer, “Where ESG fails,” Institutional Investor, fresh: Prepared food, hyperlocalization and new
October 16, 2019. supply chains,” IRI, January 2019.
32. Global Sustainable Investment Alliance, “2018

global sustainable investment review,” accessed
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33. Ibid.
Endnotes 203
Within reach? 8. Heather Stockton, Mariya Filipova, and Kelly

Monahan, The evolution of work: New realities
facing today’s leaders, Deloitte Insights, January 31,
page 154 2018.
1. Rocio Lorenzo and Martin Reeves, “How and 9. Volini et al., 2019 Global Human Capital Trends.
where diversity drives financial performance,” 10. Ibid.
Harvard Business Review, January 30, 2018.
11. Stockton, Filipova, and Monahan, The evolution
2. Stephen Turban, Dan Wu, and Letian (LT) Zhang, of work.
“Research: When gender diversity makes firms
more productive,” Harvard Business Review, 12. Jack Zenger and Joseph Folkman, “Research:
February 11, 2019. Women score higher than men in most leadership
skills,” Harvard Business Review, June 25, 2019.
3. Yoni Blumberg, “Companies with more female
executives make more money—here’s why,” 13. Jeff Schwartz, Heather Stockton, and Kelly
CNBC, March 2, 2018. Monahan, Forces of change: The future of work,
Deloitte Insights, November 9, 2017.
4. Erica Volini et al., 2019 Global Human Capital
Trends, Deloitte Insights, July 31, 2019. 14. Zenger and Folkman, “Research: Women score
higher than men in most leadership skills.”
5. US Bureau of Labor Statistics, Women in the labor
force: A databook, December 2018. 15. Stockton, Filipova, and Monahan, The evolution
of work.
6. Catalyst, “Pyramid: Women in S&P 500
companies,” September 1, 2019. 16. Alycia Sutor, “How diversity drives business
development,” GrowthPlay, November 15, 2018.
7. Heather Doshay, “Three reasons why your
diversity and inclusion programs are not working,” 17. US House Committee on Financial Services,
Forbes, July 17, 2018. “Committee finds more work is needed to
improve diversity at megabanks,” press release,
August 13, 2019.
204 Endnotes
18. Catalyst, “Quick take: Women in financial 28. Après, “About us,” accessed August 1, 2019.
services,” May 21, 2019.
29. Bloomberg, “Bloomberg gender-equality index
19. Carrie Kerpen, “How will we reach gender parity doubles in size, recognizing 230 companies
in leadership? One workplace at a time,” Forbes, committed to advancing women in the
December 11, 2018. workplace,” January 16, 2019.
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July 19, 2019. January 8, 2018.
22. Ibid. 32. Herminia Ibarra, “A lack of sponsorship is keeping

women from advancing into leadership,” Harvard
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Business Review, August 19, 2019.
“Committee finds more work is needed to
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January 21, 2019.
2019.
34. National Park Service, “Declaration of sentiments,”
25. Juliet Bourke et al., 2017 Global Human Capital
Trends, March 1, 2017.
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careers for family life,” Pew Research Center,
October 1, 2015.
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really work? A look at where returnees are today,”
eFinancialCareers, October 3, 2018.
Endnotes 205
Paving diverse paths to 10. Melissa Bell (CIO, Danaher), phone interview with
authors, January 30, 2020.
11. Mark Roellig (former chief technology and
administrative officer, MassMutual), phone
page 166 interview with authors, December 12, 2019.
1. Erik Sherman, “Report: Disturbing drop in women 12. Sally Gilligan (CIO, Gap Inc.), phone interview with
in computing field,” Fortune, March 26, 2015. authors, January 21, 2020.
2. Bill Briggs et al., Strengthen the core: 2018 global

CIO survey, chapter 5, Deloitte Insights, August 8,
2018.
Order from chaos
3. Ibid.
4. Ranjit Bawa (US Cloud leader, Deloitte), phone page 178

interview with authors, February 3, 2020.
1. Jayajit Dash, “India’s logistics industry to be worth
5. Bill Briggs et al., Transfuse talent and culture: 2018
$215 bn by 2020–21: CARE Ratings,” Business
global CIO survey, chapter 4, Deloitte Insights,
Standard, October 20, 2018.
August 8, 2018.
6. Ibid.
7. Lindsey Parker (CTO, DC Government), phone

interview with authors, January 7, 2020.
8. Thomas Macaulay, “CIO career paths,” CIO

Insights UK, June 4, 2019.
9. Rachel (Rae) Parent (head of Enterprise Change

at T. Rowe Price), phone interview with authors,
January 13, 2020.
206 Contributing artists
Alex Nabaum Rocco Baviera David Vogin
Neil Webb Kevin Weier Rocco Baviera
Neil Webb Sonya Vasilieff Alex Nabaum

Contributing artists 207
Stuart Briers Telegramme Livia Cives
Peter Lloyd Viktor Koen Nicole Xu
Tristen Click Kevin Weier
208
THE END NOTE
{ What we said then }
“Surviving and thriving in the uncertainty and turbulence that has characterized the first
decade of this century requires unconventional thinking and calculated risk-taking. … Risks
must be managed, not simply avoided. They must also be analyzed for their complexity
and interactivity. Anticipation and preparation are key to survival and success.”
Frederick Funston, Steve Wagner, and Henry Ristuccia,

Risk intelligent decision-making: Ten essential skills for surviving and
thriving in uncertainty, July 1, 2010
{ What we think now }
R
ISK MANAGEMENT HAS historically been thought has been given to this challenge. And the
the domain of unrewarded risks, such as current environment is already driving a lot more
compliance, regulations, or other mandated innovation in risk management.
requirements. However, the last 10 years have seen
a tremendous amount of innovation, including Risk professionals have an exciting opportunity to
breakthroughs in identifying and demonstrate how they can help
monitoring for high-impact, low- organizations manage risk. They need to
probability risks. If you had a “risk up their game and demonstrate how they
intelligence” group back in December, can help executives uncover, monitor, and
that group could have been doing address high-impact, low-probability
scenario planning for COVID-19 and risks. But leadership needs to meet risk
communicating the potential risks to management halfway. The executive team
senior leaders and the board. and the board need to start proactively
asking risk professionals how risk
MICHAEL KEARNEY
Often, organizations don’t get ready management can help with such risks.
Chief marketing officer,
for low-probability, high-impact risks Risk & Financial Advisory
like pandemics because of important Deloitte & Touche LLP Done right, risk management can help
competing—and urgent—priorities. organizations deploy bold strategies by
Nobody says they’re not important—they’re just not considering the risks associated with leaders’
urgent, so addressing them keeps getting delayed. chosen strategy, the strategy’s execution, and the
choices they have not made. If a CEO or board is
There will probably be an uptick in executives thinking anything, they should be asking their risk
paying more attention to these kinds of risks. The management people how they can help manage
good news is that the tools, technologies, and risk these risks. And if they don’t get a useful answer,
specialists to do so are largely in place, and a lot of they had better push on them harder. •
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The facility uses vegetable-based inks and alcohol-free chemistry in the pressroom.
Computer-to-plate technology replaces film and photographic chemicals in prepress
operations, with all metal plates collected and recycled.
The company was among the first printers in western Canada to recycle its water-miscible
waste solvent, resulting in a reduced environmental impact. A chemical distiller allows the
facility to distill, recycle, and reuse the chemicals from its presses, eliminating the need
to send out hundreds of barrels of contaminated chemicals per year to be disposed of
or recycled.
Its paper-baling equipment recycles up to 40 tons per month of trimmings, vastly reducing
waste while capturing paper dust that affects air quality as well as product quality.
This issue of Deloitte Review is printed on Anthem Matte, resulting in these savings:*
Wood consumption: Reduced by 9.9 tons

Net energy use: Reduced by 27 million BTUs
Wastewater generation: Reduced by 30,350 gallons
Solid waste production: Reduced by 1,910 pounds
Greenhouse gases: Reduced CO2 by 6,682 pounds
*Source: Environmental Paper Network, papercalculator.org.

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What are some of the topics discussed in the issue?

What are some of the topics discussed in the issue?

What is the role of risk management according to the end note?

What is the role of risk management according to the end note?

Future of work

Health care transformed

Issue 27 | July 2020

EXECUTIVE EDITOR CREATIVE

ART DIRECTION Emily Moreano

AMERICAS AUDIENCE DEVELOPMENT

PRODUCTION EUROPE, MIDDLE EAST, AND AFRICA

Copyright © 2020 Deloitte Development LLC.

24 Getting decision rights right 124 Marine plastic pollution

60 Digital health technology 152 The future of fresh

94 The realist’s guide to quantum 178 Order from chaos

LEADERSHIP Realizing the full potential of

Learn how opportunity There is growing evidence that

108 140 166

Opportunity and innovation in a time of pandemic

EMBEDDING TRUST INTO COVID-19 RECOVERY

2020 CHIEF STRATEGY OFFICER SURVEY

RETURNING TO WORK IN THE FUTURE OF WORK

DELOITTE STATE OF THE CONSUMER TRACKER

SPECIAL FOCUS: COVID-19

W hereas organizations used to describe agile change as “fixing the plane

As we progress into the Recover phase of

FROM RESPOND TO RECOVER

Situation Unpredictable “Interim” normal

IMPLICATION: Start by deﬁning the destination at the end of Recover

Focus Inward-looking Market-facing

IMPLICATION: Articulate the destination as stakeholder outcomes

Management Crisis management Program management

IMPLICATION: The Recover PMO may need a diﬀerent skill set

Planning Contingency planning Scenario planning

IMPLICATION: Model to align ﬁnancial resources to the ramp-up of operations

Attitude Reacting Reinventing

IMPLICATION: Opportunity to energize team by imagining successful future and embracing

Source: Deloitte analysis.

The only certainty is … business doing government (such as by instituting

crisis must lead to a different while nongovernmental organizations

of the COVID-19 apocalypse—which followership—and followership is

Although some may think of trust

Trust is human and multidimensional

Physical Resilient leaders

Source: Deloitte analysis.

Imagine, for instance, the retail unit of a major

Source: Deloitte analysis.

THE WORLD REMADE BY COVID-19: SCENARIOS FOR RESILIENT LEADERS

INCREASE MARGINS AND PROFITABILITY OPTIMIZE ASSETS, LIABILITIES,

• As organizations incorporate customer demand • The possible entrance of different classes of

ACCELERATE DIGITAL TRANSFORMATION SUPPORT THE WORKFORCE AND

PUNIT RENJEN is the CEO of Deloitte Global. He is based in Portland, Oregon.

Read more on www.deloitte.com/insights

Getting decision rights right

• Establish strong, transparent accountability for decisions. Accountability is not about

Fortunately, getting decision rights “right” depends

• Align individuals in decision-making groups to a common mission. Unhelpful competition and

JAMES GUSZCZA AND JEFF SCHWARTZ

“AI systems will need to be smart and to be

WHY DEEP LEARNING IS DIFFERENT FROM DEEP UNDERSTANDING