Author Archives Howard Saunders

About twenty years ago roadworks at a roundabout in my hometown forced traffic to drive anti-clockwise around it for a few days. Everything was clearly signed and managed so although it felt a bit weird, actually it was all very straightforward. Now, maybe I’ve got some mental health issues but I swear every time I use that roundabout, to this very day, I have to think twice about which way round I should go. My point is that seemingly insignificant disruptions in our daily routines can have a long, long lasting effect.

Is it any wonder then, that having forced people to stay in their homes, on and off for two years whilst paying them from the public purse for the occasional Zoom call, has created a culture of malaise. The western world has surely succumbed to a brain virus that whispers ‘why bother?’ at the very prospect of commuting back to the office. 

Normally experiments are conducted with a handful of guinea pigs, the results then extrapolated across the entire population. The WFH experiment, by contrast, was conducted the other way around by locking down the entire population of planet Earth and then waiting to see the effects. Well, the results are in and few could argue there’s been a rush to peak productivity. On the contrary, productivity has slumped since we were all taught how little our personal contribution makes to the economy, or even our own personal wealth for that matter, and is crawling along on its knees at levels much lower than pre 2008. Clearly, a kind of entitled malaise has seeped its way through our veins and up into our brains: an opiate that has turned us into rudderless drones for whom work is little more than an irritant that interferes with our busy lives on social media.

At a conference recently I listened to a high profile architect explain how personality and DNA tests could help sculpt the working environment of the future by adapting the room temperature, the colour of the walls, the lighting and the type of office plants for each employee’s individual requirements. My response was a tiny puke at the back of my throat. The thought that this level of corporate pampering and pandering is the future of work can only be a red flag for managed decline. Of course the working environment should be comfortable, but when mollycoddling culture gets to the point we have to bring in aspidistras for the new intern perhaps the pendulum has swung a little too far.

More to the point, have you noticed how the super-nice guy who makes a beeline for you on your first day always turns out to be the Judas? Interior design is just the same. Virtue signalling brands with bouncy castles in reception are often the most toxic places to work. (Ask anyone who works at Google). Colourful, cuddly receptions are sure to be hiding something deeply sinister, I reckon.

Take a poll of a thousand WFHers and I’m sure they’ll confirm that they’re even more productive than when they were made to turn up. But how many of us truly believe that the cogs are whirring away super-efficiently at the DVLA, the passport office or our local council now that they’re balancing work with Netflix?

Here’s an experiment that won’t happen: Take two creative agencies, Red and Green, then set them the same brief. Red agency staff are allowed to WFH as much as their little hearts desire. Green agency members, on the other hand, must turn up to the office on time every day, with team meetings, creative brainstorms, team lunches and evenings in the pub with all the argument, laughter, piss-taking and drama-queening you’d expect from a creative agency. Which agency will come up with the most inspiring solution?

We’ll never know, but my money is on the company that gets along socially, can have a laugh together and, more crucially, compete with each other for the most inspiring ideas. The adrenalin of competition drains away when you’re not in the same room. My experience in the agency world convinces me that I’m right of course, but hey, you guys go have your polite little ‘any other business?’ Zoom call and let’s see what you’ve come up with.

As a kind of corporate nomad I get to witness a fair few companies in office mode and it seems to me that contemporary culture has eroded many of the fundamental principles that once underpinned the modern workplace. Teamwork shouldn’t be all smiles, hugs and compliments. Productive teamwork demands a certain level of ribbing, sarcasm and healthy derision in order that everyone ups their game. People seem scared to speak up today. A polite round table with everyone on tenterhooks waiting to be offended is an NUT meeting not a brainstorm. The rough and tumble of office politics is absolutely central to its creativity. 

I had thought that clipped, overly cautious speech, laden with jargonese and void of any actual meaning had died along with bowler hatted civil servants back in the fifties. I fear I’m witnessing its rebirth only in modern garb. Tentative, tight lipped, vanilla soliloquies that dip into the buzzword lexicon like a chimp with a bag of candy are the order of the day: ‘inclusivity, diversity and sustainability’ literally litter every brainstorm I’ve been unlucky enough to be a part of recently, so help me god.

Those that constantly ask themselves if they’re happy at work are the same people who constantly ask themselves whether they’re happy in life. But the pursuit of perpetual happiness is for stupid people. Happiness is the fleeting dopamine tingle you feel when you receive unexpected good news, or when you get better exam grades than your best friend. If you have conventional body chemistry the feeling will subside as quickly as it arose. People who feel a constant sense of elation are called drug addicts. In reality, what most people are seeking is fulfilment and that’s the polar opposite of fleeting. Fulfilment is a slow process of fermentation which may take decades and is probably impossible for the Insta-gratification generation.

Since we abandoned the office, designers and architects have been tasked to come up with, what seem to me, desperate new ‘concepts’ to attract us back for more than a day a week. But hey, I’ve got an idea. How about just telling us? At my first job if I rolled up at three minutes past nine the boss would shout ‘thanks for coming in’ from his glass office. Today, of course, I could sue him for bullying and harassment due to the fact my tardiness is a symptom of acute TBS (time blindness syndrome) and ADHD. Such is progress.

Look, isn’t it obvious? Ships need engines, rudders and captains. Ships aren’t easy to control when powered, steered or captained remotely. Why do we even have to argue this?

Anyway, you don’t need a futurist to tell you that as AI takes over the mundane, the menial and a fair bit of the creative output, workspaces will morph into social hubs built for community, collaboration and competition. This way we’ll get FOMO if we’re not on board the ship.

Join me on X  @retailfuturist  for cherry picked proof that we’ve all lost the plot.