Source: Maritime CEO

On 1 October 2013, Jonathan Wichmann, after having worked for Maersk, started in his new role as Social Media Strategist and Consultant at Danish creative consultancy Wibroe, Duckert & Partners.
You can reach him at

“In my humble opinion (keep in mind, I’ve only worked in the industry for two years), the three major threats to the shipping industry in the next five to 15 years are:
An unattractive industry. Honestly, I don’t think the shipping industry in its current shape and form has what it takes to attract the next generation of talents. Here, I’m referring to Generation Y or the millennials – those born between the early 80s and the early 00s. According to Dan Schwabel, a New York Times bestselling author and an expert on millennials in the workforce, the millennials are completely different than older generations with regards to workplace priorities. Millennials want freedom and flexibility over a higher salary. They take on more projects outside of their job description and collapse organizational hierarchies. They want a transparent workplace that is open, honest and ethical. They even want to be able to share their salaries with their co-workers.
The question is: Will the shipping industry be able to attract talents from this this generation? The short answer is no, I’m afraid.

Local production. 3D printing is a very hyped phenomenon these days, probably for a good reason. The 3D printing technology is developing rapidly, and today you can even manufacture jewellery and food with 3D printers. Many industry analysts believe the 3D printing technology will continue to develop to the extent where production is (again) done locally, even in your own home. This will cause a major disruption for global trade and the logistics industry.

The sharing economy. Finally, there’s the so-called collaborative economy. First came social media which socialised and democratised the media landscape. Next up is the physical world. The trend is that consumers bypass companies and get what they need from each other. Examples are AirBnB, a peer-to-peer holiday rental site, and Uber, a car sharing service app. It’s not difficult to imagine that companies will soon find smarter ways to ship their goods via the crowd.”

Source: Maritime CEO

The power of social sharing – comments from Jonathan Wichmann

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