People (AQA GCSE Design and Technology): Revision Notes
People in new and emerging technologies
Understanding how people interact with new and emerging technologies is crucial for GCSE Design and Technology. This topic explores why products are developed and how technology is changing the nature of work and job roles in our society.
Technology push and market pull
When companies develop new products, they are driven by two main forces: technology push and market pull. Understanding these concepts helps explain why certain products exist and how they reach the market.
Technology push
Technology push occurs when research and development departments create new technologies and use them to manufacture products, even when there was no existing consumer demand for these products. This approach is driven by technological advancement rather than customer needs.
Technology push is innovation-driven, meaning companies develop products first and then create the market demand for them, rather than responding to existing consumer needs.
Key characteristics of technology push include:
- Development of new materials with improved properties that enable previously impossible products
- Creation of new and improved manufacturing processes that make products more affordable
- Implementation of advanced technology that opens up entirely new possibilities
- Innovation happening in laboratories before consumers even know they want the product
Worked Example: Apple's Technology Push Strategy
Apple consistently develops new products and features to make people want to buy them, often creating demand for products that consumers didn't know they needed. The iPad is a prime example - before its release, there was no significant consumer demand for tablet computers. However, Apple's technological innovation created an entirely new market category that consumers then embraced.
Market pull
Market pull represents the opposite approach, where consumer demand dictates how quickly and in what direction a product develops. This is a demand-driven approach where the market essentially "pulls" development forwards.
Several factors drive market pull:
- Consumers actively desire new and improved products to meet their changing needs
- Manufacturers want to secure a larger portion of the market by responding to demand
- Companies must respond quickly to market trends to stay competitive
- Competitors introducing improved or new products forces others to innovate
Worked Example: Digital Camera Evolution
The development of digital cameras provides an excellent example of market pull. Consumer demand to reduce the size of cameras and increase the number of images stored led to significant innovations. Large, bulky cameras evolved into compact digital cameras, which then integrated into mobile phones with cloud storage capabilities. Each advancement was driven by what consumers wanted rather than what technology could simply provide.
Changing job roles
Technology is fundamentally transforming the workplace and the types of jobs available. Some estimates predict that two-thirds of children currently beginning their education will eventually work in jobs that do not yet exist. This dramatic shift is due to increases in computer technology and artificial intelligence.
The pace of technological change means that adaptability and continuous learning are becoming more important than specific technical skills, as the latter may become obsolete quickly.
How work environments are changing
Modern technology has revolutionised how and where people work:
- Many offices now operate through virtual connections, using conferencing technology and mobile communication
- Home working and remote working while travelling have become commonplace
- Digital communication tools have reduced the need for physical presence in traditional office spaces
- Flexible working arrangements are increasingly possible due to technological connectivity
Skills needed for the future
As technology advances, the job market requires people with different skills. Companies need employees with technological skills who can respond quickly to change, and workers must become skilled in new technologies as they emerge.
Traditional manual jobs are increasingly being automated, while new roles requiring human creativity, problem-solving, and technological fluency are emerging. Industries like film, where CGI animation is extensively used, require new technical skills while reducing demand for traditional skills.
Educational response
Educational institutions are adapting to prepare students for this changing landscape. Employers are actively helping universities, colleges, and schools develop courses that provide students with the right skills to succeed at work, both now and in the future. This collaboration ensures that education remains relevant to the evolving job market.
Key Points to Remember:
- Technology push creates products from new innovations, even without existing demand (like the iPad)
- Market pull develops products in response to consumer demand (like digital cameras becoming smaller and more convenient)
- Most future jobs don't exist yet - technology is creating entirely new career paths
- Remote working and virtual communication are becoming standard in many industries
- Success in the future job market requires adaptability and technological skills