{"id":8519,"date":"2022-02-01T13:58:05","date_gmt":"2022-02-01T13:58:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/01\/generation-novel-hybrid-workers-bring-new-demands-and-risks\/"},"modified":"2022-02-01T13:58:05","modified_gmt":"2022-02-01T13:58:05","slug":"generation-novel-hybrid-workers-bring-new-demands-and-risks","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/01\/generation-novel-hybrid-workers-bring-new-demands-and-risks\/","title":{"rendered":"Generation Novel hybrid workers bring new demands and risks"},"content":{"rendered":"

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During the pandemic, Brian Solis\u2019 research at Salesforce led him to coin two important trends, the Novel Economy and Generation-Novel, to describe how the pandemic reshaped customer behaviors to set the stage for a hybrid post-COVID 19 economy.<\/p>\n

Ariba, a Hewlett Packard Enterprise company, cites his research in a new report<\/a>, \u201cA hybrid workplace for a hybrid workforce: Is your business ready to support Generation Novel?\u201d<\/p>\n

As coined by digital analyst Brian Solis, those who belong to Generation Novel are more than just digitally native, they\u2019re driven by emotional factors that affect the relationship they have with their technology. From the way they purchase products to how they work with colleagues, their preferences are informed by their experiences during the COVID-19 pandemic. Our research identified three main areas where these evolving preferences are becoming visible in the workplace.<\/p>\n

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\u201cGeneration Novel has come out of the pandemic with a new set of expectations and a new identity as workers. People\u2019s expectations have changed because they\u2019ve been using technology so much more during the pandemic \u2013 particularly in terms of ecommerce and social media platforms. The amount of customization and personalization available in the consumer space has shifted attitudes to workplace technology. Tech skills have increased, but there has been a corresponding increase in impatience when these tools don\u2019t work as expected.\u201d Dr Eliza Filby<\/p>\n<\/blockquote>\n

Computer Weekly<\/a> also referenced Brian\u2019s research supporting his finding with those published in Ariba\u2019s report.<\/p>\n

After years of responding to the needs of Gen X and Gen Y, employers have a whole new generation to grapple with following the pandemic \u2013 the emerging Generation Novel (Gen N). This generation, according to a survey by Aruba, will bring a whole new set of challenges to the workplace if their expectations continue to go unmet.<\/p>\n

Coined by digital anthropologist Brian Solis, Gen N describes a cross-generational cohort of people who thrive on digital-first experiences and place greater value on personalisation, customisation and transparency from the brands they buy from, work for and support. Above all else, they understand, use and demand more from technology than ever before \u2013 at home and at work.<\/p>\n

According to the Hewlett Packard Enterprise company\u2019s study of 5,018 hybrid workers across Italy, France, Spain, Germany and the UK, 85% of hybrid workers identify with the traits of Gen N, with 78% of respondents using technology more now than they did before the onset of Covid-19.<\/p>\n

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