CEO reverses course on remote work, sparking debate
NEW YORK, UNITED STATES — Startup founder Lottie Unwin announced she has “changed [her] mind about remote work” despite crediting the flexible arrangement for her companies’ growth.
Unwin, who helms marketing firms Brand Hackers and UpWorld, revealed a new “roaming” policy requiring a couple of meetings a month in London, lots of flexibility to work abroad for chunks of time, and various requirements for different roles.
“Everything has been so RICH because of remote culture,” Unwin stated on LinkedIn.
She praised remote work for allowing her to “hire talent that never would have joined” and manage intense periods. However, Unwin then declared, “Suddenly, remote isn’t working for us. The world wants to have coffee again.”
Contradicting data and employee sentiment
Unwin’s rationale contradicts multiple studies showing return-to-office mandates hurt productivity and employee morale. A University of Pittsburgh analysis found no link between office mandates and improved financials, while 99% of companies enforcing returns saw lowered engagement.
The shift also opposes the sentiments of workers increasingly prioritizing flexibility. One survey indicates 80% of companies will monitor office attendance this year, despite their unpopularity among staff. Major firms like Apple, SpaceX, and Microsoft have faced resignations over such mandates.
The cost of “roaming” policy
While allowing travel, Unwin’s “roaming” policy requires some London meetings, potentially excluding remote staff unable to regularly commute to the costly city. One commenter highlighted the “mind-boggling” expenses of London coffee meetings and transit.
With the median UK salary around $44,000 amid a cost-of-living crisis, Unwin’s requirements may alienate the remote talent pool she previously leveraged for success. As one Redditor mocked, the change seems motivated by “coffee” rather than data.
Unwin’s companies, Brand Hackers and UpWorld, which previously celebrated the advantages of remote work, may face challenges as this new policy unfolds. As businesses globally navigate these decisions, the impact on employee satisfaction and corporate culture continues to be a contentious issue.
