100 Keyword Predictions for 2023 | Work (91-100): Progressive Career and Super Commuters (Finale)

WPP's brand Wunderman Intelligence released its latest trend report, which has a bright outlook for 2023. They predicted 100 keywords for 2023, and people are determined to fight against the ongoing difficulties with resilience, innovation and joy. This series is shared from 10 sections. The following is the tenth article in this series - work, I hope it will be helpful to everyone.

Continuing from the previous article "2023 Global Top 100 Trends Report":

• Culture (01-10)
• Technology and the Metaverse (11-20)
• Travel and Hotel (21-30)
• Brand and Marketing (31-40)
• Snacks and drinks (41-50)
• Beauty and Makeup (51-60)
• Retail and Commerce (61-70)
• Luxury Goods (71-80)
• Health (81-90)

Check out Part 10 today.

Chapter 10: Work

91. Inclusive Entrepreneurs – Entrepreneurs from underrepresented groups are advancing innovation for themselves.

Disadvantaged groups are driving a wave of inclusive entrepreneurship, designing products and services to meet the needs of their communities.

Frustrated by the logistical challenges that disabled fans face when attending sporting events, Victor Ocando founded Adapt the Game, which aims to make watching games accessible to everyone. Born with cerebral palsy, which limits his mobility and speech, Victor Ocando is using an app he developed at his US startup to enable disabled users to browse accessibility details for designated seats and purchase the appropriate tickets. Its ultimate goal is to improve the viewing experience for disabled sports fans, allowing them to watch events such as football, soccer and baseball without barriers.

Londoner Fay Reid was similarly inspired to launch 9 to 5 Menopause, a platform that provides education, advice and resources about menopause to working women of all races.

"I started experiencing menopause symptoms at 46, but the people who talked about it were wealthy white women who didn't have to work," Reid told Wunderman Intelligence. "They recommended private practice, dietitians and yoga. But I didn't have that luxury because I still had to work. So I created 9-5 Menopause because it was something that working women didn't talk about."

Reid founded the social media platform 9-5Menopause to share her personal experiences and now works closely with UK businesses to provide information on their policies and terms.

British entrepreneur Charlotte Fountaine was tired of the one-size-fits-all approach to mental health and developed the LGBTQ+ therapy app Kalda. LGBTQ+ people often face discrimination and tend to have more serious mental health issues in a heterosexual society.

Released in 2022, Kalda is a self-coaching tool designed by LGBTQ+ therapists that offers weekly group therapy sessions and daily one-on-one support.

Why you should pay attention to this trend:

Inclusive entrepreneurs are shaping a new generation of businesses that work with the communities they represent to design products and services that meet their needs. Businesses and brands can support these marginalized groups by working with them, adding them to their supplier lists, or investing in their businesses.

92. Virtual CEOs – Will future conference rooms be filled with virtual leaders?

Artificial intelligence (AI) has now become a vital tool for businesses, being used to improve efficiency and automate operations as these technologies can complete certain tasks better, faster and more cost-effectively than human labor.

Typically, this type of AI operates in the background, out of the public eye, but forward-thinking businesses are beginning to highlight AI’s potential by placing virtual workers in senior positions on leadership teams.

Fujian NetDragon has appointed a humanoid AI robot named "Tang Yu" as CEO of its subsidiary.

• NetDragon Websoft Inc. is a Chinese gaming company that operates multiplayer online games and various applications.
• This move is seen as a milestone for NetDragon to become a metaverse organization, with the intention of enhancing the ability of artificial intelligence to drive changes in corporate management. The virtual CEO's task is to simplify the company's processes, improve output quality and speed up execution.
• Tang Yu will also serve as a real-time data center and analytical tool to support the company's daily decision-making and risk management operations.

Luxury rum brand Dictador has also launched a "humanoid AI robot" called Mika.

• Dictador, a Web3-focused luxury rum brand, has also launched a “humanoid AI robot” named Mika, who serves as CEO.
• Developed by Hanson Robotics, the robot will serve as a member of the company’s board of directors, responsible for operating the brand’s Arthouse Spirits DAO (decentralized autonomous organization) project and communicating with the DAO community on behalf of Dictador.
• The brand, which has previously launched rum NFTs and created a DAO community, believes this is a logical step for the company as it takes advantage of the many possibilities of this technology. Marek Szoldrowski, president of Dictador Europe, said the innovation "will change the world forever."

Why you should pay attention to this trend:

We first reported on the rise of the digital workforce in 2018, as companies were already introducing virtual surrogates or concierges to balance the human and digital touch to improve the work environment and customer experience. As the Metaverse Workforce continues to take shape, what impact will it have on leadership and executives?

93. "Retirement after retirement" is an outdated concept. What is popular now is "retirement after retirement".

In August 2022, tennis superstar Serena Williams announced that she would step away from the sport to focus on her family and other business affairs.

In a Vogue cover story, Williams discussed her aspirations, "I've never liked the word retirement. It doesn't feel like a buzzword to me. Maybe 'evolution' is the best word to describe where I am right now. I will tell you that I am evolving outside of tennis and shifting my focus to the things that are important to me."

Williams isn't the only one eschewing traditional notions of retirement. A few years ago, some financial planners coined the term "rewirement" when working with their retirement clients. Now, the term has become broader, covering parts of people's lives beyond the financial realm.

Jackie Crosby, a former journalist for The Minneapolis StarTribune who retired in 2021, told Wunderman Intelligence: “I heard the word ‘retirement’ from a friend and I jumped at it because it’s such a hard word to swallow.” She is enjoying the freedom of working for herself for the first time in decades and the joy of spending time with people she cares about rather than constantly writing articles.

In France, semi-retired photographer and editor Chris Welsch left his longtime home in Paris and moved to a country house in Burgundy. “I didn’t want to spend the rest of my life in a small apartment in Paris, growing old where I couldn’t open my window and look at a tree,” he told Wunderman Intelligence. “I wanted to get more involved with the local community in Burgundy.”

Taking a break doesn't mean cutting back on work. Welsch recently found a full-time job at Microsoft Communications in Europe, where he travels the world writing industry articles about the impact of technology on people and the planet.

Why you should pay attention to this trend:

In the post-pandemic era, people’s lives and work will take on a whole new meaning, especially in the coming decades. Retirees are re-evaluating their priorities, rediscovering themselves, and investing in their passions and time with their families.

94. Fair Welfare

Inclusive companies are going beyond traditional benefits to improve the lives of all employees, especially those who have been marginalized.

Employers who wish to truly lead in diversity, equity, and inclusion initiatives are not looking at a one-size-fits-all benefit package, but are committed to understanding and improving the lives of employees from marginalized groups. These employers are working to create a more equal and inclusive workplace for all by acknowledging and addressing existing disadvantages.

Recognizing the specific health needs of different groups is one way companies are seeking to close equity gaps. In China, Alibaba offers benefits that include health checks for employees and their children, and even covers employees’ parents—a move that recognizes the high health costs of caring for aging family members.

In Argentina, e-commerce company Mercade Libre is funding gender reassignment surgeries for transgender employees. PayPal’s free menopause program in the UK is separate from its health insurance plan, allowing more employees to participate in the menopause plan without having to pay for it. In the United States, companies including Amazon, Bank of America and BuzzFeed are setting up programs to subsidize abortions for employees across state lines to help improve their reproductive health.

In order to improve the health of female employees and address racial inequality in maternal care, Walmart announced in June 2022 that it would begin providing doula delivery support to employees in several states. After launching the program in Georgia, Walmart said it would expand the coverage of the program to Louisiana, Indiana and Illinois because it could have an immediate impact on employees living in the local area.

In Louisiana, black mothers die at five times the rate of white mothers, while in Indiana, 33 counties have no OB/GYN services, the company said. Doulas from indigenous groups have been shown to have a positive impact on birth outcomes and maternal and infant health because they bring knowledge and experience that may be lacking in traditional medical settings.

Why you should pay attention to this trend:

Companies are rethinking broad definitions of health and well-being and further humanizing the workplace by considering the unique needs of employees from historically marginalized groups.

95. Five-Star Offices – To continue to attract employees back to the office, companies are taking a page from the hotel industry.

World-class services are also beginning to be introduced into the enterprise environment.

• Google built a global overseas headquarters building in the King's Cross upgrade area in London, equipped with a 25-meter swimming pool, a 200-meter rooftop running track, a massage room and other luxury facilities that only high-end hotels can provide. Due to its huge area, this global overseas headquarters building is nicknamed "landscraper".
• Tech giant Amazon is currently building its second headquarters (HQ2) in Virginia, USA. The spiral-shaped office, called "The Helix," will include an outdoor hiking trail that winds around the exterior building, surrounded by lush plants collected from the local Blue Ridge Mountains. For Amazon's office workers, this sense of being in nature will continue outdoors, where the outdoor forest plaza and waterfall-style water features showcase the ultimate biophilic design concept.
• Ask Us For Ideas in London has a dimly lit underground space that is a departure from the fluorescent offices that office workers are used to. “It’s a more calm, melancholic and reflective tone,” its director told Wunderman Intelligence. With hardwood floors, shag rugs and mid-century armchairs, it makes use of the constraints of an office and encourages people to engage in activities outside of work. “They can host one-on-one sessions, breathing and yoga classes, evening talks and cocktail parties,” Moncrieff said.
• In August 2022, L'Oréal's second headquarters in the United States in Los Angeles officially opened, which includes a concierge service for employees. The office concierge service costs $5 per hour and is responsible for handling various chores for employees, such as refueling cars and collecting clothes. This service allows employees to get rid of daily chores and save their time, while also adding additional benefits to the office.

Why you should pay attention to this trend:

The next generation of office spaces will be equipped with facilities or services at the standards of a five-star hotel, providing an experience that meets the needs of employees who value the comfort of working from home. For companies, the race to make offices more welcoming places has already begun.

96. Non-linear office mode

The asynchronous working model of keeping different hours with colleagues still exists.

During the pandemic, many people reported that the constant online state led to burnout in many remote offices, as they found it difficult to disconnect from work at any time. But it also showed that asynchronous work can also produce good or even better performance than the traditional 9-to-5 attendance system.

Parents with young children can take time out of their workdays to watch a basketball game or cook a meal and then answer emails afterward. Other remote workers can use time they used to commute to go for a run or take a yoga class.

Laura Giurge, associate professor of behavioural science at the London School of Economics, told the BBC: “Asynchronous working allows people to save time commuting, complete administrative tasks during unproductive time, exercise and save money by cooking their own meals.”

Now, even in the post-epidemic era, workers who have adapted to this flexibility still need this working model. Employee surveys show that many people want a hybrid working option, that is, going to the office a few days a week and working from home on other days.

Driven by this trend, a large number of asynchronous work tools and platforms have emerged in the market.

• Slack and Microsoft are integrating short video clip messages into their products, following the lead of startup Loom, which makes it easy to send videos via email.
• Microsoft’s Teams platform, an effective tool for supporting remote team collaboration, is launching a beta version of Places, an application that allows tracking of hybrid office teams.
• Another app, Flown, offers a “digital double” feature that can simulate another person showing up at work, or a member of a group of remote workers — features meant to keep remote workers present and accountable.

Why you should pay attention to this trend:

The nonlinear working model is here to stay, and employers and employees are adapting to it, leveraging new technology platforms and applications to leverage its strengths and avoid its weaknesses.

97. Reverse retirement

This generation of retirees is seeking to achieve the goals of social interaction and financial stability by returning to the workforce.

Faced with the impending financial crisis and a turbulent stock market, many retired employees are returning to the workforce. According to the UK's Centre for Ageing Better Foundation, the number of Britons aged 65 or older entering the workforce increased by 173,000 in the first quarter of 2022. AARP's May 2022 report cited data from Indeed, noting that 1.7 million Americans who retired a year ago have returned to the workforce.

Kim Chaplain, a professional employment consultant at the UK's Centre for Ageing Better, told The Guardian that the organization "suspects that this phenomenon is also related to the rising cost of living." The Guardian reported on the situation of Bernadette Hempstead in Suffolk, England, a retired human resources employee who is receiving a small private pension and a state pension. However, neither of these two sources of income is enough to cover her living expenses. Hempstead said: "With everything going up in price, it's hard for me to make ends meet."

Other retirees are returning to the workforce for the social interaction. Andrew Meadows, senior vice president of Ubiquity Retirement +Savings, said: "Loneliness and depression among seniors is a real and serious problem in our country. The pandemic has exacerbated this problem. Many seniors have been forced to stay at home, and now they are considering returning to the workplace for social opportunities."

Why you should pay attention to this trend:

Older adults are redefining the traditional later life stage, forgoing retirement and returning to the workforce in order to ease financial constraints or seek social opportunities.

98. Super Commuter

A new kind of commuter is emerging - people who work in the city during the week and stay at home in the suburbs on weekends.

As businesses ask employees to clock in at the office and suburban commuters begin to return to the city, hotels are also offering special services to cater to this group.

The New York Times coined the term "super commuter," which refers to people who pay for accommodation services to maintain a suburban lifestyle while avoiding the hassles of a city commute.

• In the UK, AccorHotels, whose brands include the Savoy and Pullman London St Pancras, has launched a commute and stay promotion that offers discounts on two nights, flexible cancellation policies and assistance with arranging work and client gatherings.
• Marriott launched its Day Pass program in early 2022, offering same-day check-out options and coworking spaces. The program (now being scaled back) provided flights from neighboring airports to Europe and the UK to support commuters who left the city but needed to return to work regularly.
• The Hoxton Chicago offers a "WorkStay Play" package for commuters who book a monthly room. Members get access to the hotel's coworking space, work and play privileges, and one overnight stay per month at any of the properties. The hotel's general manager encourages guests to "make the most of these 'work vacations.'"

In 2022, some large companies required employees to return to work in the office.

• In November, Elon Musk made it clear that he wanted Twitter employees to return to the office and work at least 40 hours a week.
• Apple and Google implemented policies requiring employees to be in the office at least one to three days a week starting in April.
• Meta asked employees to return to the office in March, and Microsoft will also ask employees to resume a hybrid working model, that is, working from home part of the time and working in the office part of the time.

Why you should pay attention to this trend:

As working conditions continue to improve, super commuters are beginning to embrace the option of long commutes and hotel stays in order to maintain their commuting while getting away from the comforts of city life.

99. Workplace Health

To attract and retain talent, companies are offering wellness programs that go beyond the norm.

As employee well-being becomes a growing priority, employers are getting more creative with workplace health programs. According to the World Health Organization, 12 billion workdays are lost each year due to depression and anxiety, costing the global economy $1 trillion. Economic turmoil and a widening skills gap mean that companies around the world are having to do more to protect their employees’ well-being.

While many businesses now offer ready-made mental health programs, others are looking to time off as a solution.

To prevent burnout, companies such as PwC, LinkedIn and WPP have instituted company mental health days, offering employees one or two days off.

In September 2022, Indian e-commerce platform Meesho further promoted this policy and announced that it would provide employees with an extra-long vacation of 11 days for the second consecutive year.

The stress of the cost of living crisis has taken a toll on employees’ mental health.

According to a 2022 study by MetLife UK, 64% of employees said their financial situation left them stressed, anxious or depressed, which could lead to a decrease in their productivity at work.

Steve Watson, head of advice at Cushon, a UK-based workplace savings provider, told the Financial Times: “We used to think about finances and health in isolation, but now we have to look at it more holistically.”

Honest Burgers, a UK-based fast-casual restaurant chain, is offering its employees access to Wagestream, a financial wellbeing app that gives users access to financial advisors. The program was shortlisted for Best Financial Wellbeing Strategy for a Small Employer at the Employee Benefits Awards 2022. A recent RAND Europe study found that employees who participated in such financial literacy employer programs experienced improved mental health.

Why you should pay attention to this trend:

Companies should rank improving their employees’ mental health as the most valuable benefit they can offer, according to a survey by Mercer Marsh Benefits. As basic mental health initiatives become an expectation, employers are rewriting their benefits policies to attract and retain employees.

100. Workplace Unionization

Employee expectations continue to rise. Faced with the prospect of a tough economy, is it possible that employees will have more say?

"The war for talent is over, and talent is the winner," said Tim Ryan, chairman and senior partner of global consulting firm PwC US, at the CNBC Work Summit in October 2022. He believes that employees are insisting on flexible working options.

Indeed CEO Chris Hyams also said that employees are asking for more, and this trend is on the rise. In an interview with Fortune magazine in August 2022, Hyams pointed out that "people's strong new demand for work-life balance" shows that the social contract in the workplace is changing. The obvious feature of this change is that office workers are showing their power.

The debate over “returning to the office” is a classic example, and it has evolved into a stalemate in negotiations between employees and employers. An analysis of Google’s mobile phone tracking data by the Financial Times shows that as of mid-October 2022, office attendance records in the world’s seven largest economies were well below pre-pandemic levels.

In the US, despite reports of a decline in employee turnover, McKinsey cites evidence that women in senior management are switching jobs at an all-time high, outpacing their male counterparts. The Women in the Workplace 2022 report, a collaboration between McKinsey and Leanin.Org, found that women are turning down better job offers.

Finally, as many countries face reduced industrial capacity, many companies are moving towards unionization, especially American companies such as Apple, Amazon, Chipotle, and Starbucks. While some companies have protested this practice, others have chosen to listen to the needs of their employees. Microsoft announced in June 2022 that it would formally recognize the rights of employees to form and join a union.

While some economists predict that employers will regain control once a recession hits, PwC's Ryan disagrees: "If anyone thinks this power dynamic is going to go backwards, I think they're really wrong, to be honest."

Why you should pay attention to this trend:

As the economy slows down, companies should not be blindly optimistic about their talent policies. Progressive companies will listen to their employees, attach importance to empowering their employees, and allow them to have certain flexible options.

This article is from the official website of Wunderman Thompson: https://www.wundermanthompson.com/

Author: Brand Yuan, WeChat public account: Brand Yuan (ID: brand-yuan)