Humanification: man returns where he should be. At the centre. The issue to be addressed at WOBI


We have repeatedly argued that the relationship between men and technology has added value, if only synergistic value. However, in recent years the attention has shifted to the role of the technological revolution in business, sidestepping the human component involved in these processes.


Humanification is the neologism that has been created to focus once again on men in corporate growth dynamics. It is no coincidence that the stop in Milan (7-8 November 2017) of the World Business Forum, the touring worldwide event that brings together the brightest minds to talk about business, is called ‘Humanification', precisely. During the two-day event to be held at MiCo Milano Congressi, the topic will be discussed by important personalities, including Nicholas Negroponte, cofounder of the MIT Media Lab, Chris Anderson, tech entrepreneur and former Editor in Chief of Wired; Rachel Botsman, a global authority on collaborative economy; George Kohlrieser, world expert in leadership; Randi Zuckerberg, former marketing director of Facebook and the Italian astronaut Samantha Cristoforetti.


What is the situation like in Italy? According to the survey commissioned for the occasion to Manager Italia, Italy is a two-speed country: on the one hand, there are mid-large sized companies that recognize the value of company welfare and smart working, where technology, used to manage time and tasks more quickly and effectively, is used to protect the quality of employees’ life; on the other hand, there is the universe of SMEs which, very often, are unable to keep up with technology and thus pay little attention to their employees’ wellbeing. But Italian companies are not technophobic: 39.6% of managers interviewed consider the integration between men and technology as the right path to promote business growth. Not only today (39.6%) but also in the future (38.6%).


To focus on human capital seems to be the right way ahead and, in this respect, technology can help us: for instance, by offering the possibility of distance work, or by freeing employees from repetitive practices that can be automated.


What benefits do satisfied employees produce for companies? More creativity, according to 37% of respondents, empathy (35%), problem solving (12.48%) and resourcefulness (9,31%).