In a new study conducted by the leading communication agency MARCO in partnership with the pioneer in Research Technology Cint, the intricate landscape of opinions and emotions surrounding work culture comes to light. The 3rd Global MARCO New Consumer Report 2024 reveals that 44% of workers prefer hybrid working while also expressing acceptance for in-office models. The survey was carried out from December 2023 to January 2024, engaging a representative sample of consumers across 11 countries (Brazil, France, Germany, Italy, Mexico, Morocco, Portugal, South Africa, Spain, UK, and USA), with Cint playing a pivotal role in both reaching research audiences and collecting comprehensive data.
This edition of the ‘Global MARCO New Consumer Report’ delved into attitudes towards work flexibility, work-life balance and preferences for a variety of different work setups, making this year’s findings an avant-garde exploration into evolving sentiments surrounding work culture.
The findings underscore a majority preference for hybrid working over other models (44%), followed closely by traditional in-office working (40%), with fully remote working considerably less favoured among consumers (16%). British workers have demonstrated a clear preference for hybrid working, with 41% opting for this arrangement, while full-time in-person work was closely behind at 40%. This trend towards hybrid working is growing globally, highlighting a rising demand for flexibility and work-life balance in professional settings, with the US being the notable exception.
“Our approach to work culture needs to evolve at the same pace as the society to reach people’s demands accordingly. The rise of hybrid work models presents an opportunity for organisations to reevaluate traditional norms and embrace a more flexible and inclusive way of working while strengthening the internal comms strategies to keep employees engaged and fully motivated. Here at MARCO we unlocked new levels of efficiency and effectiveness while nurturing a healthier work-life balance for our colleagues by harnessing the power of technology and embracing remote collaboration under a global internal communication strategy that keeps them informed and boosts their morale no matter where they are based.” emphasises Carlos García, Head of stakeholder relations and Internal Comms at MARCO.
Majority of Brits open to full time working in the office
Despite these preferences, when applying for new roles, a global perspective reveals an acceptance of a variety of different work models among workers, with a remarkable 64% willing to work for a company that doesn’t offer the possibility of hybrid working, and only 36% refusing. Brits are accepting, with 63% willing to work for a company, even when hybrid working is not an option. On the other hand, France is the most exclusive of models other than hybrid work, with 50% refusing to work at a company without the possibility of hybrid working. This tolerance for other models, coupled with the growing popularity of hybrid work models, displays overall positive sentiments towards a variety of different working arrangements.
Work-life balance is a global reality
In reference to the work-life balance increasingly desired by employees, a significant 70% of global surveyed consumers stated that the current work culture or labour laws in their respective countries allow them to achieve a good work-life balance. However, 30% expressed dissatisfaction, indicating potential areas for improvement in work culture and legislative frameworks. The countries with the most satisfied employees in regards to work-life balance included the UK and South Africa (both 77%), France (76%) and Mexico (73%). In contrast, Portuguese respondents felt less supported by their labour laws, with only 56% believing that the current work culture or labour laws allow them to achieve a good work-life balance.
Methodology:
The survey aimed to explore and analyse consumer attitudes and awareness regarding work culture across 11 key markets. The research period spanned from December 2023 to January 2024, providing a comprehensive snapshot of contemporary views on global topics.
The survey engaged a diverse sample of over 7,300 participants, representing countries with distinct cultural, economic, and technological landscapes. The included markets were Brazil, France, Germany, Italy, Mexico, Morocco, Portugal, South Africa, Spain, the UK, and the USA. This diverse selection aimed to capture a holistic understanding of global consumer behaviour.
A structured questionnaire was designed to cover various aspects of media consumption, brand commitment, AI applications, sustainability and work culture. Participants were asked to respond to both closed and open-ended questions, allowing for quantitative and qualitative analysis.
Full reporting of the survey carried out by the research department of MARCO in collaboration with CINT can be consulted on http://themarcosurvey.com/
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