New paradigm, new market and new theatre in ergonomics.

Change is the only constant in today's technology-driven world. As industry moves towards an unprecedented revolution, the momentum and impact of the change are both rapid and profound. This will affect our profession drastically. We will need to redefine our goals and strategies to cope with these new challenges. In this paper, a new paradigm of thinking, a new market for our discipline and a new theatre of ergonomics in the future are proposed and explained.