From Visionary Concept to Empty Buzzword Exploited for Profit

tl;dr: "New Work" has transformed from a meaningful workplace concept to an overused buzzword for superficial corporate change. (*duh) The term, now disconnected from real employee needs, is exploited for profit. It's time to bury it, move on, and again advocate for genuine workplace transformation and meaningful change.

It was a cold Sunday, a week when some of us were still enjoying the serenity of a much-needed winter break and mentally sorting the next 12 months for goals and moonshots to aim for.?

I needed inspiration. So where better than LinkedIn? The only place where even the slightest sniff of content can become a 56-page carousel, podcast, and life lesson story, combined with a completely unrelated selfie.

Sifting through the shots in the dark titled “[Insert your industry here] predictions 2024”, a feeling emerges.

It’s a familiar feeling, slowly creeping up on me for a decade now.

I’m wading through a swamp of buzzword nonsense on a planet called New Work.

So, it’s 2024 - let’s make some enemies and bury "New Work".

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For the ones who completely missed it (lucky you), the term “New Work”, once a symbol of progressive thinking and meaningful transformation in the workplace, has skyrocketed since its inception and mutated into an all-encompassing movement and one-stop solution for organisational change. If you like to delve into the original concept, read up on Frithjof Bergman - his work was chewed up and spat out as a buzzword exploited for profit.

Why should you care, I hear you ask?

First, it’s okay not to. But we should eliminate bullshit whenever we can to refocus. Second, once we tackled the big word everyone is hiding behind, we can again advocate for meaningful change. Change that really improves all our lives.

Grab your shovel.

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Lost in Translation

You might have your own take on New Work, as do I. Chances they are the same are slim. The term "New Work" originally embodied a transformative vision aimed at fundamentally redefining our relationship with work. It was supposed to infuse a sense of autonomy and flexibility, even personal fulfillment into the workplace at a time where “old work” was clearly identifiable.

Over time, the concept has eroded. What was once a specific and empowering idea has devolved into an overused running gag in C-suites and consulting circles. The term's original essence has been diluted to the point of losing its meaning either completely or becoming a catch-all phrase, used to label any sort of workplace change, no matter how superficial.

I vividly remember results of a survey during a large HR event in Germany asking people to name three concepts they associate with the term “New Work”.

My favourite answers?

“Kaizen”, “free coffee” and “annual feedback meetings”. And that was in 2018.

I don’t even dare to ask today.

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Consultant’s Hunting Ground

I don't -generally- dislike consultants, but let's face it, they‘ve played a big part in watering down "New Work" – I'm guilty too, having used it selectively as a marketing gimmick than a real innovation framework. Unfortunately it still remains a profitable gig to offer services and solutions under the "New Work" label, promising the go-to for organisational transformation.

From hybrid work, trendy office environments, new HR strategy and improved corporate communication – everything labeled “New Work” if you like. Hell, you even find consultants who deliver all combined. Who is talking about a talent shortage now? However, at best these initiatives continue to deliver surface-level changes and contributed to the term's over-commercialisation, diminishing its credibility to an all-time low.

The Illusion of Progress

While consultants surely have capitalised on "New Work" to sell the notion of progress to companies, companies too share the blame. Often overlooking the actual needs and well-being of employees, the adoption of “New Work” has become a superficial badge of honor, collecting recognition through whatever shallow accolades platforms can turn into certificates or awards.

Here is a thought, and this might be a small stretch: among the real desires of employees is the demand for remote and hybrid work. Fueled through technological advancement and a collective trauma we all went through; it has reached the top priority list. Now unfortunately we live a timeline where even innovative companies are so utterly inept at adapting to outside innovation, they’re starting to battle a real desire improving their employees life.

Why?

Pick one, I heard everything except the declining mental health of the office dog.?

So, where's the promised autonomy, flexibility, and personal fulfillment in these "New Work" promoting workplaces?

It's ironic how companies promote a culture with "the sense you can do anything", yet this promise seems to end at just the "sense" of it, especially when they first target remote positions in layoffs.

Beyond Redemption

Some will join in a collective *sigh and likely agree that the term "New Work" has not only lost its meaning but also the slim remainder of its credibility. But I assume the initial reaction will also be one on a spectrum between furious anger and counterattack, as we seemingly need the principles of "New Work" now more than ever and there are organisations that pushed through the nonsense and shaped an own working concept from the ashes.

But how many small ups does it need to redeem the term?

Let’s bury the buzzword so we can start to shape a fresh and honest conversation about our future for work and life. One free from ambiguity, enabling change and workplace innovation grounded in tangible and meaningful results, instead of getting caught up in awards, trendy jargon and corporate culture change programs.

Or do you think “New Work” still has a chance?