HP
Global Brand Research
THE CHALLENGE
Define the Future of Work in a post-Covid era
Back in 2016, HP approached INDUSTRY to outline the Future of Work, but due to the effects of the global pandemic, our client opted to re-engage us to define this new era of a vastly different form of work. To do so, we conducted 46 interviews with non-HP employees across a variety of disciplines. Additionally, to gain a global perspective, we traveled to Denmark, Tokyo, Mexico City, and Los Angeles—four geographies representing varying attitudes toward work.
THE INSIGHT
Productivity requires mutual growth, well-being, and potential
For employees to do their best work, they must feel like invaluable assets to their organizations. Through personal and professional growth, well-being, and potential for different types of work, workers will give more to their employers, and in turn, produce work that unlocks collective greatness. They expect empathy, educational opportunities, and choices in where and how they work.
THE RESULT
There’s no single place to do our best work
Through our extensive interviews, travels, and HP’s corporate priorities, it became abundantly clear there was no singular place to work most effectively and efficiently. Deep work may be done at home, but other types of work require face-to-face interaction. Each culture and company subscribed to its own version of work, but the commonality was clear—people missed the in-person collaboration and camaraderie that comes with being in an office. Our ultimate platform—Productivity for All—was adopted by HP and became the status quo for the organization, resulting in a hybrid work policy that’s still in use today.
Our Research:
Through extensive qualitative and desktop research, we studied the ways in which post-pandemic work changed throughout the world. Globally, we analyzed the conditions leading to shifting work attitudes.
Finally, we amassed our cultural knowledge, global research, and HP company priorities to create a strategic plan that would address the needs of HP employees and executives alike, with hybrid work at the core. Focusing on empathy, learning, and choices at work, we created a strategy around Productivity for All.
Work in collaboration with INDUSTRY