With the advent of the hybrid workplace, flexibility is no longer just a perk. Now, it’s a necessity for work-life balance. This change has led people to look at their homes in a new light, with an eye toward upgrades.
You are reading part 4 of a 7-part Year in Search deep dive. Jump to section Life Calculus; Sustainable Living; or Redefining Normal.
Working from home led people to invest in theirs.
Source: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
For many, the realities of the pandemic have been a wake-up call to reassess and take stock of their lives.
People were moving on and moving up.
Source: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021. Google Data, Global English, search phrases containing “calculator for home loan” and “good career path,” Aug. 3, 2021–Oct. 1, 2021 vs. Aug. 3, 2020–Oct. 1, 2020.
What these insights mean for brands.
Remote workers are still looking for ways to make their home-office setups more ergonomic, efficient, and exciting. For many, the realities of the pandemic have been a wake-up call to reassess and take stock of their lives, from job satisfaction to home improvement.
1. Personalization is more premium than ever.
And so is privacy. Amsterdam-based hospitality company Zoku turned its lofts into home-office hybrids. In addition to including lunches and office supplies, they paired long-term guests with team members who checked in on them daily.1
2. Resignations point to a larger trend.
The so-called “Great Resignation” might be more aptly described as a “Great Reevaluation,” as more people find themselves taking stock. To retain talent, employers should find out what disincentives might be under their radar.
3. When it comes to flexibility, people won’t budge.
Last year saw the advent of new “digital nomad” visas from Estonia, Dubai, and, this year, Croatia. Now, Indonesia and Thailand’s tourism boards are contemplating ways to not only formally invite remote workers, but locate opportunities for economic investment.
