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Asynchronous-working trend prompts redefinition of ‘normal’ versus ‘weird’ hours

Digiday 07 Jun 2021 04:01
night owl
June 7, 2021 by Steve Hemsley

This article is part of the Future of Work briefing, a weekly email with stories, interviews, trends and links about how work, workplaces and workforces are changing. Sign up here.

One marketing boss describes himself as a workaholic who never sleeps much and does his best work at 2 a.m.

Before COVID-19 this global head of marketing and business development would travel to meetings around the world, and jet lag was never a problem. Today he epitomizes the new generation of asynchronous workers who during the pandemic have taken flexible working to the next level.

These people complete tasks at a time that suits them, which is often at hours that are very different to when their colleagues are working. 

Of course this approach only works if systems are in place to ensure collaboration is not lost and everyone trusts everybody else. He is adamant individuals are more efficient and enjoy a healthier work/life balance.

Leadership coach Joanna Howes is a former operations director at marketing agencies Clemenger BBDO in Melbourne and McCann London and spent 19 years working internationally with multi-disciplinary teams. She is unsurprised by the trend toward asynchronous working.

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This newsletter is edited by Jessica Davies, managing editor, Future of Work.

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Joanna HowesClemenger BBDOHowesDebbie DaviesChinese planning and marketing consultancy Emerging Communications
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