Our understanding of what work looks like has transformed over the years. From the time during lockdown companies needed to adapt to working from home. Many companies found this structure worked best for them and continued a more flexible working model five years after the pandemic.
However, many companies have created back to office mandates over the last few months – much to the dismay of their employees. A great deal of the workforce has enjoyed the new flexibility of working, and have refused the back to office mandates, many moved away from the cities and clawed back their work-life balance. We are seeing work being de-centred in the lives of people and the expectation of flexibility, especially with the younger generations.
Since 2020 a whole new generation has entered the workforce, Gen Z have grown up alongside the internet which made it much easier for them to join companies with a flexible work environment. With 70% of Gen Z employees saying they’d look for a different job if their employer required them to work in the office full-time, Gen Z are beginning to set a tone within working culture – from past trends like quiet quitting, hush trips and acting your wage among them. The newer generations are craving flexibility from their jobs and will go elsewhere to find something that fits their requirements.
Flexibility not only applies to Gen Z, but also parents. We are seeing a huge rise in childcare costs, which disproportionately affects women. As women’s role in the workplace has evolved over the last 50 years, the expectation of women’s role in the home hasn’t. As inflation has risen, a single income household is rarely found, but the onus is put on mothers to either forgo career progression or time spent with their children. I found myself in this predicament a few years ago when returning to work post maternity leave to discover my job just couldn’t give me the flexibility I needed, so I decided to start up my own marketing agency with flexibility at its core.
As a mother I understand the true meaning of a work-life balance and that sometimes there are times you can’t stay late, need to start later or need to leave early. Through my time as both an employee and a founder I uncovered the key principles for energising a workforce and staff retention.
A Typical Day at our Mostly Remote Consultancy
Brand Champions is all about flexibility and collaboration. Mornings might start with a status call with the design studio, aligning on creative projects before jumping into client meetings. Throughout the day, Slack keeps us connected—whether it’s quick updates, brainstorming, or problem-solving.
Organising in-person meetings when needed adds a personal touch, but remote work gives us the freedom to balance work and life – whether that means school drop-offs, appointments, or moving house!
That freedom is an important pillar, but we also know that coming together and having those valuable moments of learning through osmosis is crucial – whether you’re a senior strategist or junior designer, having the chance to work in person with one another is a real draw. For that reason, we also offer co-working in our office space once a week for the team to get together.
How Remote Work Paid Off For Us
Talent comes in many shapes and forms, and with our flexible system, we’re able to hire highly experienced and motivated individuals who would not be able to fit in a traditional office’s work culture.
Recently, we’ve been able to work with Megan Butler as Chief Strategy Officer, who has over 20 years experience spanning creative, PR, digital, and social disciplines. We’ve also been able to work with Jon Lock, a seasoned creative leader whose recent roles include senior creative positions had him leading integrated campaigns across brand repositioning, TVC, and social media.
Remote work has also allowed our employees to prosper in their daily lives – whether it is by spending more time with family, working on personal passion projects, or taking time for self-care. With this, our team is able to bring their best selves to work, and work efficiently through any tasks.
I’ve always been a proponent of lifting up women in the workplace – something our clients also love. By practicing what we preach, we are able to also build up a network of like-minded professionals, determined to change the future of work.
Our team values remote work for many reasons – flexibility to structure the day around personal commitments, fewer distractions than a traditional office, and the ability to work from wherever we feel most productive. It’s about making work fit into life, not the other way around. I hope other organisations can consider how their office culture affects individuals from all walks of life, and can consider alternatives to create a healthy and robust workforce.
With over two decades of professional experience, Fiona has cultivated a wealth of expertise collaborating with renowned household brands such as British Airways, Nestle and Pfizer. Recognised as a 'Rising Star' by Marketing Week early in her career, Fiona has been honoured with multiple innovation awards.
In 2018 Fiona identified a unique opportunity to leverage her skills and knowledge to establish an agency that could seamlessly support both agencies and clients. This vision materialised into Brand Champions, a dynamic business specialising in Strategy, SOS and Skills. Brand Champions is dedicated to assisting clients with significant strategic initiatives, addressing short-term resource challenges, and fostering in-house learning and development. In her current role, Fiona is committed to helping others to build champion brands through the comprehensive services offered by Brand Champions.
