The future of agency work is remote (ish)

The rise of the omicron variant of COVID-19 could mean people will have to work from home for a bit longer.

This possibility should suit much of the agency world very well, according to new Digiday + research.

In each of the past three quarters, Digiday has surveyed agency professionals on how they have adjusted to life during the ongoing pandemic. The survey asked respondents both how long they had been doing certain once-normal activities, such as going to the office or traveling to another city for work, and when they would be ready to do them.

Although survey participants were not consistent from quarter to quarter, all three surveys were conducted by a representative number of people – the smallest sample collected for a survey was 72 people – and they show that appetite for a full-time return to the office. work decreases.

Almost half of respondents to the November survey said they were unwilling to return to this style of work over the next year. Only about a quarter of those polled for the most recent survey said they would be ready to return to the office full-time within the next three months.

While experts and laymen alike have always misjudged how long it would take to bring the pandemic under control, it would be difficult to attribute the trend solely to cynicism or health anxiety. Over the same time period, the share of respondents who reported attending work or personal events in person increased steadily, although the share of respondents who reported attending social events far exceeded the most work functions.

Over the year, agencies and publishers have figured out how to do their jobs remotely, and many agency employers apparently feel that having at least a partially remote workforce is fine. About a third of agency professionals now say they can work from home on a permanent basis, up slightly from the start of the year, while around a quarter said they could.

Digiday+ Research: The future of agency work is remote(ish)


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