Who will pull on the leader's jersey?

With the future at stake, who will pull on the leader's jersey, regain the classic role of the fairytale hero, and send the youth of Denmark to training camp? Comment by Lotte Kühl, Managing Director of Kühl+co, in the financial journal Børsen on 28 August 2004.

Needed – branding for engineers

BY LOTTE KÜHL, Managing Director, Kühl+co A/S - Design & Branding, Copenhagen

The debate about Denmark's future is in full swing, which is as it should be. Because the economic 'pause button' has been activated for far too long. The government intends to show the way, and the headline in Børsen on 17 August - "Denmark aiming for high technology's yellow jersey"- certainly sounds promising.

The government has pinpointed three areas for action: Nano, Bio and ICT (information and communication). Technologies we'll be hearing much more about in the future. Exciting times lie ahead, of that there is no doubt. It's no secret that these technologies offer massive growth potential, so selecting them couldn't have been difficult. So the determination is there, the funding is in place, but who will be riding the mountain stages of this particular road race? Who will be going to training camp, who will be competing?

Well, according to the latest statistics, nowhere near enough youngsters are applying to study engineering. Denmark is missing not only a small handful of people for the top jobs, but whole generations. Generations of engineers who are those targeted in the government's action areas. According to Denmark's new set up High-Tech Fund, a "long-term, massive and strategic" effort is necessary. The future is at stake.

From hero to nerd
Right now, things aren't going too well. Over the last 30-40 years the engineer's status has nosedived from hero to nerd. His – because there are still very few women engineering students – image builds on erroneous but deeply ingrained opinions. His work has become isolated and is seen as incomprehensible and sometimes downright harmful. For example, the landmark advances that have been made in the field of biotechnology are widely seen as threats to humanity.

And these attitudes are self-perpetuating: The public's limited knowledge of the engineer's reality means that scientific advances are perceived as threats. Essential products (like mobile phones and computers) are seen as non engineer-related, and engineering studies are regarded as too one-sided and removed from "the human". As a result, few youngsters choose an engineering career.

In short, the situation is one of a negative spiral circle that is not conducive to attracting more engineering students.

What can be done to break this pattern?

Well, obviously this negative image can be changed, but the process will be a lengthy one that requires the backing of all the players involved in Danish engineering. Most of these players are already doing their best, but their initiatives are too small to effect the huge shift in view need to transform the image. The effort must be "long-term, massive and strategic" to be successful. A branding process must be launched.The plan is in place.

The plan to restore the engineer to the hero's role in the classic fairy story. Autumn 2002 saw the start of a concerted effort to promote engineering studies with the establishment of Engineering Camp 02. An important element in this initiative is "branding of the engineer concept". This branding project is now ready for launch. Its aim is to create a realistic and credible picture of science in general and the engineer's work in particular. A picture that must meet young people's ambitions for a future career, and that must reflect the real world. Key words such as "global", "innovative", "influential", "value-creating" can realistically be used, and above all the engineer and his work must be made visible.

With the future at stake, who will pull on the leader's jersey, regain the classic role of the fairytale hero, and send the youth of Denmark to training camp?