Crowd, Consumers, and Creations

Are Millennials Crowdsourcing Themselves Out Of Jobs?

Larissa Faw

10/22/12 2:26 P.M.

       In this article written by Larissa Faw for Forbes.com the readers learn about the concept of crowdsourcing which with the advent of internet and advanced technologies has become increasingly popular. Crowdsourcing, by definition, means the practice of obtaining needed services, ideas, or content by soliciting contributions from a large group of people and especially from the online community rather than from traditional employees or suppliers. Historically, this technique was used by start up companies and small businesses who could not afford the same luxuries as members of the Fortune 500. 

However, as recently, companies such as Campbell's, Coca-Cola, and McDonald's have utilized this style of marketing in hopes of reducing costs and engaging consumes.


      While the companies such as Lay's have received eight million hits on their create a new flavored potato chip campaign because of crowdsourcing, the negative effects cannot be dismissed. And although, as of right now there is not enough information to make the straight correlation between crowdsourcing and jobs lost, it is obvious to see the implications that such techniques will have on advertising, data research, and design fields. 


      In the article Faw states: 

        "Yet, it’s hard to ignore the fact that crowdsourcing may have the unintended consequence of eliminating   professional positions that are typically filled by entry-level, Millennial-aged workers. Or to borrow a popular cliché: why buy the cow (graphic designer) when you can get the milk (logo) for free?"

     Undoubtedly, the contests are appealing, the rewards are intriguing, and the experience would be incredible, however, where is the line drawn and the job returned to the rightful owners? As of right now, the user generated content does not hold enough power to turn over the market.

      "Professional ad agencies and middlemen still serve a purpose, particularly as gatekeepers. “You will see   companies do crowdsourcing to test an idea, then turn to an agency for refinement.” 

     With all that being said, the unwarranted consequences of consumer creativity is not yet alarming, but it is something to think about. Full-time consumers as part-time "employees" is something to look out for as we watch crowdsourcing make full-time employees become full-time unemployees. 

      In my opinion, I really enjoyed this article. More recently, I heard of the several crowdsourcing opportunities in companies whose products I use regularly. Personally, I have never participated in an event, but I think the concept is a bright one for companies with both large and small markets. With that being said,  I have never thought of the possible negative effects that such a technique could have on jobs.  It is scary to think that the positive production of ideas by millions could have such detrimental repercussions on society. 

     Evidently, this topic has three sides. If you view it from the side of the business it is brilliant. They are receiving millions of ideas without spending a dime on salary expenses. They are engaging their consumers and giving the people what they asked for. All of these are keys to the success of marketing and seem to only benefit the business and its products.  In the scope of  the consumer this is a fantastic opportunity to create something spectacular. You can win rewards and reap the benefits of generating a multi-million dollar product concept. The experience from such a event is so valuable and beneficial to any resume. Lastly, as an employee it is offensive. First off, I would think is my work not good enough? And then, I would start questioning my position in the company.  

      Depending on the angle, I can agree and disagree with the idea of crowdsourcing. But as a business student, I see the positive much more than the negative. I am enthralled by the concept of using the consumers as workers per say. As I see it, if the products are for them, they should have the most say so that they will be satisfied and buy the product. If they are satisfied and purchasing, then I will be satisfied and gaining the profits. Ultimately, suit their preferences, appeal to their tastes, and satisfy their needs because that is what marketing is all about. 


Online Article

Topics: Gatekeepers, Crowdsourcing