Flex Appeal: Why Empathy-Led Messaging Wins in the RTO Era

What's happening:

The return-to-office (RTO) debate continues to evolve as companies navigate the balance between in-person collaboration and employee flexibility. While many workers experienced remote work during the pandemic, a significant portion have since been required to return to the office, either partially or fully. Some employees welcome the structure and social aspects of in-office work, while others struggle with challenges like commuting and work-life balance.

What we found:

• Among those whose companies have offered remote work as an option, 73% report their employer implementing a RTO mandate either full-time or hybrid. 
• Most people generally feel okay with the switch, with 63% noting that they feel positive about their company’s RTO mandate. Even more interesting is the difference in those required to be back full-time vs. part-time: 73% of employees required to be back in-office full-time feel positive about the change compared to 54% of those required to operate under a hybrid model. 
• While most respondents cite benefits and challenges, specific ones highlight the values of different generations. For example, 54% of Gen Z note that less flexibility in work hours is a primary challenge for them since returning to the office, more than twice that of Gen X and 21% more than Millennials. 
• While the general sentiment seems to be positive regarding their current situation, there is still a large contingent who would rather have a different arrangement. 73% note that RTO mandates have influenced their decision to search for another job. 

Why it matters:

With return-to-office (RTO) mandates reshaping workplace culture, brands have an opportunity to tap into shifting employee needs and routines. Products and services that support workplace transitions can position themselves as essential in this new era of work. Additionally, as workplace flexibility remains a key concern, companies that showcase how they support work-life balance, career growth, and hybrid adaptability can strengthen their employer brand and attract top talent. Messaging that acknowledges both the benefits and challenges of RTO will resonate with today’s workforce, making authenticity and relevance key to engagement.

Take the Pulse of your Product's Consumers

Our Insights team will partner with you to design a study to help you better understand your consumers and their problems, and how your brand can win at retail.