Trends

A larger remote workforce has come with an array of implications for industries that rely on daily commuters, tourism and business travel. A case study can be found in a cup of coffee.

According to consumer location data from Publicis Sapient AI Labs, U.S. traffic to coffee shops and bakeries –a staple of a typical morning commute –plunged at the height of lockdowns in April 2020, with some uptick as physical locations began to reopen. Convenience stores and service stations, frequented by those who may drive to work, see a similar trajectory. Neither have achieved pre-pandemic levels of traffic thus far.

The absence of commuters is prompting cities to reimagine the business district, with additions like outdoor dining, increased shared space and areas for alternative transport, like e-bikes and bicycles. For some, the very notion of whether to spend money on dedicated office space comes into question. For example, companies like outdoor retailer REI and Pinterest moved away from traditional office space, investing instead in full-remote work capabilities. Retailers and restaurants must consider how to adapt alongside these future landscapes and innovate storefront experiences in a way that’s more digital or experience-oriented moving forward.

In the United States, Pew Research finds that nearly one-fifth of Americans relocated or know someone who has relocated during the pandemic. Among U.S. adults, reasons to move include fear of contracting COVID-19, wanting to quarantine with friends or family and economic insecurity or job loss. The closure of college campuses also prompted mandatory relocation for those who live away from home during the school year. In New York City, for example, the number of properties sold dropped nearly 56 percent, as real estate interests shifted to area suburbs.

Other regions also feel the suburban push. French telecommunications company Orange S.A. reports that up to one million Parisians fled the city for the countryside at the start of the pandemic. In Australia, regional searches for property in Western Australia more than doubled between March and early May.

Ongoing remote work and learning has allowed people to relocate for the time being. However, our research finds that 77 percent of people globally say they have not purchased a home in the last six months, and do not plan to purchase a home or vacation home in the near future, signaling that relocation may only be a temporary measure for many. For companies, long-term or permanent residence changes could lead to compliance and tax regulatory burdens which demand proper internal policy to handle appropriately.

According to Bloomberg, business travel accounted for an estimated 60-70 percent of all airline revenues before the pandemic. With remote work enabling connectivity without in-person interactions, a return to regular business travel may not regain the same volume as quickly, prompting airlines to reimagine experiences.

Travelers remain reserved about making plans, but more are considering planning a trip or booking a flight over the next six months. Travelers in the Middle East are most likely to say they are considering traveling again after delaying purchases. Those in Europe are most likely to have planned a trip before and will continue to travel in the near future.

At the onset of the pandemic, people began to express a desire to try new things and turned to digital channels to pursue new hobbies, projects and activities to fill free time spent at home.

This pursuit of knowledge isn’t limited to just hobbies. According to our research, one-fifth of global workers say they’re considering going back to school to acquire new skills. While career growth and better pay are top motivators for returning to the classroom, 86 percent also want to grow into roles that better accommodate their lifestyle – whether it’s remote work options, flexible schedules, ability to balance work with other responsibilities, like childcare, or a complete career shift to work in a field they’re passionate about. Digital learning options are preferred across generations.

As companies continue to plan for a digital future, workers are turning to employers to help provide the tools and training they need to grow. Forty-seven percent of workers want their employer to provide opportunities for career growth and development or the ability to upskill through in-person or online learning. Younger employees (ages 18-34) are more likely to look for these benefits when searching for a new employer.

Extended periods at home have continued to disrupt everyday life. But as digital continues to play a critical role in how people navigate day-to-day activity, new habits are starting to become more than just a way to acclimate – leaving room for change in the months ahead.