New Work is more than just empty promises, and the younger generation is demanding real change. The phenomenon of “new work washing”, which is comparable to superficial buzzwords, must be avoided. Generation Z is driving cultural change in the world of work and attaches particular importance to work-life balance and time flexibility.
In the PR industry, the introduction of flexible working hours brings with it specific challenges, as quick responses to crises and customer care are crucial. Transparent communication and clear agreements are crucial to ensure that someone is always available.
The implementation of New Work must be authentic and actually lived. Communication, fairness and flexibility are key factors in ensuring that the measures are relevant and satisfactory for all employees.
Internal communication and implementation are crucial to show that the measures are serious. If companies fail to deliver what they promise, they lose credibility and risk negative headlines. We need to go beyond “new-work-washing” and ensure that our measures bring about real change.
Read the full article by Nora Feist on PR Journal
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