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Physical and educational changes and changes in family and human values are briefly discussed in this speech focusing on the changing work force. Career education and career guidance are viewed as ways to help make education and learning more relevant. Makeup of the labor market is reviewed and changes projected for ten years in the future. The author contends that counselors are in the position to help people make a contribution to themselves, their family, and society by providing them with widening educational and career opportunities. (TA)

A description of the counselor's role and identity is presented prior to the identification and discussion of 18 issues which can be raised in relation to the effectiveness of the counseling profession. The issues are representative of what many counselors feel to be most important and include provision of quality counselor education and training; quality laboratory practicum and internship experiences as an integral part of counselor education; developing greater understanding and empathy for clients different than the counselor; gaining and updating knowledge about the world of work; concern with consumer demand for greater knowledge and effective use of resources; keeping abreast of new trends in education and in women's changing roles, goals, and career patterns; keeping up-to-date in new counseling techniques; improving the profession's image; establishing goals for the year 2000; realistic manpower forecasting, and dissemination of occupational information and career placement; increasing responsibility to parents, to themselves; ethics and professional accountability; use of paraprofessionals; and greater active involvement in social action, legislation, and community activities by counselors. The American Personnel and Guidance Association is urged to do more for its members and questions are raised about its role. (TA)

Career guidance holds a significant place in secondary education today. Many of today's generation are no longer motivated by extrinsic rewards alone, consequently educators must harness a higher level of needs in order to work constructively with today's youth. There must be more maximizing of human potential, which is possible through career guidance and development. In a society that is in a constant state of flux (due to such factors as technological advances and changing social roles), career guidance must (1) fulfill the need that youth and adults have for reliable and valid information about educational and vocational possibilities, (2) help parents and teachers understand information about students' various characteristics, including assets and weaknesses, and (3) direct use of new research and practices in guidance and counseling. Career guidance can take place in all settings; however the school environment is of particular importance. Career education can easily be infused into the curriculum, with career guidance taking place through use of the printed word, audio and audio-visual media, and through experience. Also guidance personnel, including both professional workers and support personnel should be responsible for providing the human aspect of the occupational decisionmaking process and should consider personal, interpersonal, and systemic factors influencing a counselee's use of guidance information. Counselors are accountable for the successful integration of students into the adult world of work. With the help of career guidance activities the increased working marriage of industry and the schools bodes well for the future. (SH)

There are many possible directions that can be taken to open equal opportunity to all who want work, especially for the handicapped. Since more service-producing industries are expected to grow in the future than goods-producing industries, and accurate job forecasting is good but must be accompanied by adequate education and training, the growth of human services and meaningful careers must be encouraged. With plans being made to involve the handicapped in the world of work, additional planning must be made now for the desired changes in the occupational distribution of the handicapped. Eliminating cultural stereotypes, disseminating career information, and earlier training and education are ways to eliminate existing inequalities. Education for careers requires programmatic cohesion and preparation at all educational levels with cooperation among rehabilitation counselors, special educators, career educators, and vocational educators. Revisions in the transportation system, redesign of jobs, buildings, etc., Federal and State laws, fringe benefits, and group health insurance are areas that must be examined for the disincentives they contain for work. Affirmative action means active day to day cooperation between handicapped employees, employers, and the government. (TA)