Unleash the Consumerization
A year ago the association formerly known as the Office Business Center Association International (or OBCAI for not-so-short) threw off its boat anchor of a name and adopted a new moniker, the Global Workspace Association (GWA). That move was about more than creating a pocket-sized acronym. With that change, the organization’s leadership sought to raise a big tent with enough room to welcome the wide array of places where working professionals go to get stuff done as well as the service providers that support them. Good move.
Evidence that it’s working? Look to the speaker list for GWA’s annual conference. Marriott? I thought they were in the hotel biz?!
What’s going on here? What we’re witnessing is the Consumerization of Real Estate unleashed. WorkPLACE is becoming the real-time choice of the employee, rather than a dictate of the employer. And given the choice, you can expect people to eat off the full menu.
On the road with a report due? Check in for an hour at the hotel business center. Interview with a must-get job candidate? Impress with the polished business center boardroom. Looking for a bit of soul in your environment while you brainstorm next year’s product strategy? Spend the day at the nearest Coworking space.
The past 10 years have seen a dramatic shift in the landscape of work. A perfect storm of factors have set “the office” on a new course. Among them:
|>>||light-weight tech and ubiquitous wifi are freeing workers from their desks;|
|>>||the digital generation is bringing a different attitude about the life/work balance and social engagement;|
|>>||employers are awakening to the economic burden of under-utilized real estate assets and;|
|>>||new players are emerging to provide solutions that meet the growing demands of a workforce on the move.|
The impact of this game-changing shift will be massive, and will include:
Quality of life and productivity wins for the individual.
Dramatic cost reductions and increased workspace agility for corporations.
Abundant opportunities for new entrepreneurs and existing companies to innovate and build new businesses to support this shift.
In addition to all these great benefits, we have the potential to alter the planet’s carbon trajectory. With more happy people, working in fewer buildings, the planet smiles.
I’m smiling. And, I’m excited to spend this week at the 2012 GWA Education Conference sharing what we’ve learned at LiquidSpace and talking more about what’s next. On Friday, come join Kris Elliott of Preferred Office Network, Dan Johnson of Accenture, and me to discuss the great potential unleashed with the Consumerization of Workspace.