Sustainability and social licence, rather than protectionism, should guide the future of work.

While the idea of “a job for the sake of a job” may seem compassionate, it is among the most unsustainable economic approaches.

Industries based on subsidies, protectionism, or political symbolism rather than genuine economic and social value promote dependency rather than prosperity. Given rapid technological change, environmental limitations, and shifting customer expectations, this basis is not reliable for workers, businesses, or nations.

The main issue for the coming decade isn’t preserving all the roles that currently exist, but creating an economy in which jobs are productive, adaptable, and socially acceptable work that continues because it creates real value for customers, communities, and the environment.

The idea of sustainability is not to freeze industries in place.

Sustainability is usually talked about in relation to carbon, energy and resources, even though it also concerns the sustainability of work.

A sustainable job is one that:

• Creates more value than it uses and therefore is economically viable without the need for ongoing subsidies.
• Adjusts to developments in technology and the environment since it changes with advances in tools, market conditions, and regulations.
• Gains social licence – it is accepted and supported by communities, employees and customers, not just tolerated, since it is legally compliant (AICD, n.d.; The British Academy, n.d.; Connor, 2022).

On the other hand, jobs which are merely the result of the government or unions providing protection to unviable industries may seem advantageous at the present time, but will turn into a cost to society in the future.

Economists have long acknowledged that technological advancement leads to the disappearance of some jobs while creating others. Even though innovation results in higher productivity and thus improves living standards and total employment in the long run, the transition is disruptive and uneven. Supporting industries that are in decline does not stop this process; it only postpones the adjustment and makes the difficulties in some regions and sectors worse (Bree et al., 2026).

A more sustainable approach is to focus not on how to keep existing industries, but rather on identifying the kinds of work that will be valuable, resilient, and welcome in the future economy.

Regardless of political preferences, industries continue to evolve.

Industries continuously reshape and evolve under the pressure of:

• Technology – Automation, AI, digital platforms and new methods of production.
• Environmental trends – climate policy, resource constraints and changes in energy systems.
• Customer decision‑making and lifestyles – new expectations around convenience, ethics, health and experience (UNCTAD, 2019).

Committing to “protecting your industry” from these forces does not amount to a sound economic strategy; although it might bring short-term political benefits, it will in the end raise the long-term risks for workers and communities.

Governments promising to ‘freeze’ industries to gain support is not in the public’s long-term interest. In the same way, economic decisions which allow third parties – such as unions to carry out actions beyond their main purpose of safeguarding rights and fair conditions – to take control and obstruct the changes that are needed, are not sustainable.

That doesn’t mean workers should be left exposed; it means that policy should focus on:

• Facilitating the move from one sector to another and from one role to another.
• Investing in skills, reskilling, and diversifying the local economy.
• Instead of sticking to obsolete models, support businesses that are focused on generating the next wave of future value (Hiroshi, 2025).

AI and the next labour market shift

This is particularly important since AI is transforming skills, roles and customer experiences. Generative AI and other related technologies are automating routine cognitive tasks, altering the definitions of job categories, and changing performance standards in marketing, customer service, analysis, content, legal, finance, and other white-collar fields.

Efforts to preserve roles that AI can perform more efficiently will increasingly resemble:

• Subsidising inefficiency
• Discouraging innovation
• Postponing the adoption of tools which could enhance productivity and service quality.

The more constructive response is to ask: What work will humans do better, and be more valued for, in an AI‑enabled economy? That includes judgment, creativity, relationship‑building, ethics, care work, complex problem‑solving and roles that integrate technology with human needs.

Jobs aligned with those capabilities – and with green and digital transitions – are the ones that can be banked on. Jobs that exist only because a sector is being artificially propped up are not (Hiroshi, 2025).

Social licence: the right role for government

There is, however, a powerful and legitimate role for government: not protecting specific industries but enforcing and encouraging social licence in decision‑making.

Social licence to operate refers to the continuous acceptance and approval that an organisation obtains from its stakeholders and the public. It sits above legal compliance and indicates whether a business is regarded as legitimate, ethical, and beneficial to society (AICD, n.d.; The British Academy, n.d.; Connor, 2022).

A government that:

• Requires transparency about social and environmental impacts;
• Encourages or mandates social licence strategies and stakeholder engagement; and
• Rewards businesses that create genuine social value, not just short‑term profit;

is the kind of government you would want in power (AICD, n.d.; The British Academy, n.d.; Connor, 2022).

This method does not oppose economic forces; on the contrary, it ensures that decisions made in light of these forces consider their social consequences. Although markets and technology will change the economy, public policy should steer this change rather than try to stop it.

Companies which have social licence will succeed.

What this means for businesses is that those companies which incorporate social licence into their decision-making will not only survive the disruptions but also thrive.

Why? Because they will:

• Be welcomed in communities – regarded as partners in local development rather than as value extractors (AICD, n.d.).
• Be preferred by customers – trusted to act responsibly regarding climate, workers, data, and ethics (Connor, 2022).
• Be sought out by talent – people seek out organisations because they want to work for ones whose purpose matches their own values and the kind of future they want to live in (The British Academy, n.d.).

Social licence does not hinder competitiveness; instead, it provides resilience. It allows companies to foresee regulatory and reputational risks, attract long-term capital, and strengthen their relationships with both customers and employees (AICD, n.d.; The British Academy, n.d.; Connor, 2022).

In a world where AI, sustainability and social expectations are converging, the businesses that thrive will be those that:

• Invest in sustainable jobs – that is, jobs which contribute to long-term economic, social and environmental well-being (Hiroshi, 2025).
• Prepare transition plans, not just efficiency plans, for their workforce, their skills base, and their communities.
• Treat social licence as a key asset, not just a PR exercise (AICD, n.d.).

The jobs we should build.

The objective is not to maintain every current job, but to build an economy where:

• Jobs can be economically viable without the need for permanent subsidies.
• Work is in keeping with environmental limits and social expectations.
• People can move from declining industries into emerging ones (Hiroshi, 2025).

That means prioritising:

• Green and low-carbon sectors – such as renewable energy, energy efficiency, sustainable transport, and the circular economy (Hiroshi, 2025).
• Services that are digital and enabled by artificial intelligence, designed to enhance productivity and human outcomes.
• Roles relating to care, health, education, and the community where roles are difficult to automate and are highly valued.

A job for its own sake makes no economic sense. However, a job embedded in a sustainable, socially licensed economy benefits workers, businesses and nations alike.

Leaders in government and business who recognise this will build not only short-term employment, but also long-term prosperity and trust.

REFERENCES

AICD. (n.d.). What Is Social Licence to Operate and Why Is It Important for Organisations? [Professional Education]. Australian Institute of Company Directors Limited. Australian Institute of Company Directors Limited. https://www.aicd.com.au/company-policies/corporate-social-responsibility/socially-responsible-companies/social-license-to-operate.html

Bree, H., Kim, J., & Anne, L. (2026). Achieving, maintaining, and repairing social licence to operate [Institution]. Chartered Governance Institute. Governance Institute of Australia. https://www.governanceinstitute.com.au/news_media/achieving-maintaining-and-repairing-social-licence-to-operate/

Connor, J. (2022, December 3). What is a ‘Social Licence’ and why is it critical that businesses understand this term [Business]. Compliance Quarter. Compliance Quarter. https://www.compliancequarter.com.au/what-is-a-social-licence-and-why-will-is-it-critical-that-businesses-understand-this-term/

Hiroshi, M. (2025, February 6). Embracing Technological Change: A Balanced Perspective for Progress [Industry]. Mitsubishi Heavy Industries. Spectra. https://spectra.mhi.com/energy-transition/embracing-technological-change-a-balanced-perspective-for-progress

The British Academy. (n.d.). Social Licence for Business [Discussion Paper]. University of Reading. https://research.reading.ac.uk/social-licence-for-business/wp-content/uploads/sites/171/Unorganized/B26658-Social-licence-WEB-LONG-REF_Final.pdf

UNCTAD. (2019). The Impact of Rapid Technological Change on Sustainable Development [Conference Paper]. United Nations. https://unctad.org/system/files/official-document/dtlstict2019d10_en.pdf