In a post pandemic environment, workers are voting with their feet and skipping the office in favour of other, more appealing environments
4 min
For many, working from home is the new normal. The transition from being based in the office to working off-site has been a fundamental one, and almost four in 10 Australians worked from home at least once a week throughout 2023.
While figures show a slight decrease on 2021, working from home (WFH, it even has its own acronym) has continued to escalate in white-collar occupations, with 60 percent of managers and professionals eschewing the traditional office set-up. And those who aren’t already doing it wish they were. According to the annual Taking the Pulse of the Nation report, almost all workers (94pc) would like to do at least part of their work hours at home.
“I would say that the days of only full-time in the office for all employees are likely gone for good,” says the author of the report, the Melbourne Institute’s Professor Ragan Petrie.
“The trends in Australia mimic those in other countries where hybrid schedules are quite common.”
But is it all good news? Among the many compelling reasons to ditch the commute — saving time, improved mental health, higher productivity and being able to put the washing on — there are the well-documented shortcomings regarding the isolation, and missing out on the opportunities that those casual catch ups in the stairwell can offer.
“Constant drop-bys for chit-chat are not productive, but purposeful conversations are,” counters Petrie. “There might not be shortcomings of working from home per se, but rather not having the right infrastructure and support in place for workers to be productive. It’s important for employers and workers to figure this out.”
For those who are new to the workforce, flexible working arrangements are just the way things are. According to one survey, two out of every three Generation Z workers believe that the option to work from home is a non-negotiable.
Underpinning the normality of remote work are the advancements in automation and technology that make the transition smoother than ever — and perhaps support the use of email and text over the meetings and phone calls that younger generations shy away from.
“People of different ages have differential experience with technology, and there are some ways of communication people may feel more comfortable with than others,” says Petrie. “Certainly, technology plays a large role. Those whose jobs allow them to tap into technology to perform their tasks are well poised to be successful with a hybrid schedule.
“In the end, if worker output is satisfactory, why is it important where it is done?”
At the start of the pandemic as office-goers scrambled for a space to call work, the kitchen table was the go-to location. Now working remotely has become a more permanent arrangement, a purpose-designed study area or hybrid space is as desirable in real estate brochures as a media room or butler’s pantry.
Roger Wardy is a director at Ray White Touma Group in inner city Sydney, where more than 100,000 office employees have left the CBD for the greener pastures of remote work arrangements.
“Most house hunters want to see a home office or office space these days, and in larger homes it’s an expectation,” he says.
“As such, we’d be more likely to market a six-bed home as a five-bed plus office. If a buyer works from home, that will definitely add value.”
But the home office is just the beginning. Having paved the way for more flexible work arrangements, there’s now a growing trend towards co-working environments for companionship, productivity and a delineation of work and home.
High-tech co-working spaces offer several advantages over working from home, making them the preferred choice for many. A professional environment means distractions are minimised, and you’ll have access to state-of-the-art amenities that you probably won’t have at home. And then there are those networking opportunities — co-working spaces attract a diverse group of professionals and who knows what you might find out at the communal coffee bar? It’s something that’s making its way up the agenda for apartment developers, too, with those on the front foot offering co-working spaces along with the pool, gym and rooftop entertaining.
At the luxury new development Paradiso Place in Surfers Paradise (pictured above), the entire 2900sqm 26th floor is dedicated to a state-of-the-art co-working space, maximising 360-degree views of the Gold Coast from the ocean to the hinterland.
“To have the option of working in a space like this with all the facilities of a high-tech office within your own apartment building is an exciting prospect for buyers,” says Total Property Group Managing Director Adrian Parsons. “We have been receiving a great deal of interest in this development from business owners, entrepreneurs and professionals who can see themselves waking up in their luxury apartment with ocean views to go for a walk or run along the beach, use the onsite gym, then conveniently head to work in a state-of-the-art co-working space within their own building.”
The space incorporates a boardroom, private meeting rooms, work pods and multiple hot desks. And it’s not all about focused work; there’s also a spacious balcony event space and a Coffee Emporium complete with baristas.
“With working from home becoming the new normal, we are seeing many Australians choosing to move to quality lifestyle locations like the Gold Coast, and a full-floor co-working space of this standard is attracting a high level of inquiry,” says Parsons.
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With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.
2 min
A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.
The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.
The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.
GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.
“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.
The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.
Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.
According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.
“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”
The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.
Hunt said consumer brands offered a level of tangibility that many investors found appealing.
“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”
The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.
With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.
