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about the
Why Not Lab

The Why Not Lab is a boutique value-driven consultancy that exclusively serves progressive organisations, trade unions, public services and governments.


The Why Not Lab has a three-fold mission to ensure that the digital world of work is empowering rather than exploitative. We:

  1. Equip workers and their unions with the right skills, know-how and know-what to shape an alternative digital ethos that ensures collective rights in the digital age;

  2. Put workers' interests centre stage in current and future digital policies

  3. Support public services and governments in ensuring that the use of digital technologies respects human rights and is fair, transparent and responsible.

The Why Not Lab is run by Dr Christina J. Colclough - a fearless optimist who believes that change for good is possible if we put our minds and heart to it. She works with experts and partners across the world to provide the best advice at all times. Read more about Dr. Colclough below

Please note: We support workers and organisations across the world and have adopted a differential pricing principle. Do contact us with any inquiries.


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Dr Christina J. Colclough

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Widely regarded as a thought leader on the futures of work(ers) and the politics of digital technology, Dr Christina J. Colclough is an advocate for the workers’ voice and for strong, quality public services. She founded the Why Not Lab with the aim to reshape the current digitalisation trajectory, so human rights, freedoms and autonomy are respected and protected. 

Christina’s background is in labour market research and in the global labour movement, where she led their future of work policies, advocacy and strategies for a number of years. She was the author of the union movement's first principles on Workers' Data Rights and the Ethics of AI.

A globally sought-after keynote speaker and workshop trainer with over 400 speeches and trainings the last 3 years, Christina created the Why Not Lab as a dedication to improving workers' digital rights. She is included in the all-time Hall of Fame of the world's most brilliant women in AI Ethics. 

Trusted Positions

Christina is a Fellow of the Royal Society of Arts in the UK and Advisory Board member of Carnegie Council's new program: AI and Equality Initiative. She is also a member of the UNESCO #Women4EthicalAI Platform, the OECD One AI Expert Group and is affiliated to FAOS, the Employment Relations Research Center at Copenhagen University. In 2021, Christina was a member of the Steering Committee of the Global Partnership on AI (GPAI).

Dr Christina J. Colclough


Current Projects
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John C. Havens 

E.D., IEEE Global Initiative on Ethics of Autonomous & Intelligent Systems & Council on Extended Intelligence.

In an environment where rhetoric often rules all, Christina provides hard-hitting yet pragmatic and solutions-oriented counsel on issues including the future of work, human autonomy, human rights, and technology governance in general.

She is my "go to" person on any issues related to AI and the future of work based on her specialized knowledge of worker's rights and actual global policy and economics relating to these issues versus only aspirational techno-utopian ideals. She is also a gifted and personable speaker, transforming highly nuanced and complex technical and political issues into conversational, story-oriented speeches.

What I am reading
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