Making the most of societal shifts

Making the most of
societal shifts

Few would dispute that American work culture is undergoing an identity crisis. If we think about the upheavals in the workforce – “quiet quitting,” businesses unable to function because they cannot find staff to hire – it is clear that we are operating in a brave new world.

We are also seeing a somewhat shocking retrenchment when it comes to America’s view of itself. When asked in 2022 what attributes they associate with their country, Americans gravitated toward qualities like “politically divided,” “widening gap between rich and poor” – even “overweight or obese people.”

We also see some consumers – but definitely not all – expecting brands to get involved in causes and movements.

Avoidance or apathy is no longer an option for brands, but there are also hazards aplenty.

Opportunity spaces to watch

Look out for “trickle-down” talent
The high-profile layoffs at tech companies – which have been attracting some of the best and brightest over the last decade or so – may create opportunities for the rest of us. Every company is now a technology company to some degree, and the skills these exceptional employees could bring to your firm should not be overlooked.

Shift your employee expectations
With work-at-home becoming so common – and so appreciated – companies also need to be pragmatic about what they can expect from employees, in terms of a return to the office and other steps. We are essentially taking a bite out of employees’ paychecks every time we ask them to come into the office – and the quality-of-life improvements that many have experienced with WAH matter now more than ever.

Taking a stand can be a draw for talent
We know that taking a stand on social issues is not always easy, with the potential for blowback from different constituencies. But companies still need to think about what is really important to their employees. Getting them involved in helping to develop solutions is just one way to take action in a smart and authentic way.