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Megatrends such as digitization, the rise of automation, and shifting demographics are disrupting the way we work, and the way companies relate to workers.

We at PwC have spent some time envisioning four alternative future worlds of work, each named with a color. These admittedly extreme examples of how work could look in 2030 are shaped by the ways people and organizations respond to the forces of collectivism and individualism, on one axis, and integration and fragmentation on the other. These scenarios can help organizations think through possibilities and how they will prepare to meet them. One prospect is that the world could move away from big company capitalism as technology enables small businesses and niche marketers to become more powerful. Or collectivism could take priority, as societies and companies work together through a sense of shared responsibility. Will “me first” prevail, or will societies come together for the greater good? Will digital technology mark the end for large companies, or will it enable large companies to slash their internal and external costs and become more powerful?

We inhabit a world of niche interests and platforms and distractions, where everyone is supposedly paying attention to their own thing. Unlike the mass-audience days of I Love Lucy—a show that commanded a remarkable 71 percent of television eyeballs in 1953—today you can happily silo yourself from signals that you don’t care about. Our attention spans are shrinking. Axios reported this week that more than 70 percent of the American population regularly uses another digital device while watching TV. It’s incredibly hard to seize attention in 2018; there’s too much to read and watch, too much to look at.

As Columbia Law Professor Tim Wu writes in his book The Attention Merchants, Trump “cannot be avoided or ignored and his ideas are never hard to understand. He offers simple slogans, repeated a thousandfold, and he always speaks as a commander rather than a petitioner, satisfying those who dislike nuance. With his continuous access to the minds of the public, the president has made almost all political thought either a reflection, rejection, or at least a reaction to his ideas. That is what power looks like.”

“The way to disempower Trump is to ignore him, but it’s too hard even for his opponents to do it,” Wu told me over the phone recently. “It has to be a pure attention battle. If you were another network and Trump was I Love Lucy, what do you do? You can’t necessarily spend all your time criticizing I Love Lucy because that will just build it up. You need your own programming and to develop your own characters and celebrities who have to be as interesting and compelling. You need to have your own show. And I don’t think Democrats have their own show other than the ‘I Hate Trump’ show.”