Rework The Week: How About 4 Days?

June 10th 2020

Could a four-day workweek increase productivity enough to be viable and give people more time to spend on domestic tourism? New Zealand wants to try.

Prime Minister Jacinda Ardern is encouraging employees to adopt a four-day workweek as New Zealand emerges out of quarantine. She believes that providing people with more personal time and better work-life balance will increase domestic tourism, and thereby stimulate the economy.

Studies show that decreasing weekly hours and offering flexibility benefit employee performance and wellbeing. Last August, Microsoft reported a 40% increase in productivity among employees who adopted a four-day workweek.

As a global recession looms and our anxiety increases, #WorkLifeBoundaries become a solution to reactivating economies and boosting happiness.

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An Edge is a cultural shift or cultural value where brands can identify insights and opportunities to play into. Edges provide direction on emerging and evolving cultural, consumer and category behaviour.

A Trigger is an accurate observation of a fact that occurs in the world around us, but that may be indicative of a possible macro shift in society in the short term or medium-to-long term.

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Laura De Deurwaerder Integrated Brand Strategist TBWA\Backslash

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