Answering the classic small-talk query of “how’s your job?” has become increasingly complicated. In part fuelled by the pandemic, employees today are re-evaluating what makes them happy in their personal and professional lives in pursuit of the revered goal of a work-life balance.
According to data from audience insights company GWI, 65% of employees in APAC say that while fair compensation is important, work-life balance follows closely behind at 62% – indicating a shift in mindset with employees identifying work-life balance as being nearly as important as a paycheck.
To get more insight into shifting trends in the region we recently spoke with Aditi Kohli, APAC Senior Vice President at GWI.
The pandemic shook up the traditional models of employment with GWI data indicating a shift in employee mindsets. Can you tell us more about that and what sort of trends are playing out in the APAC region?
Fuelled by the pandemic, employees in the region are re-evaluating what makes them truly happy in both their personal and professional lives, and this is having a knock-on effect on what they expect from employers.
Related to the above, below are some of the key trends that are playing out in the APAC region –
- No longer hustling: More employees are starting to realise that time is just as valuable as their paycheck and hence, instead of focusing on doing more and running the risk of grinding themselves down, many are taking action to mitigate the effects of burnout; whether that’s “quiet quitting”, taking more personal time off, setting clear boundaries, or finding a workplace that better fits their needs.
- Work-life balance is a must: GWI data shows that while salary remains at the top of APAC employees’ priorities (65%), it’s closely followed by work-life balance (62%).
- Meaningful work matters: The vast majority of employees in APAC say they want to do work that makes them happy (85%) and work that is meaningful (82%). With happier employees being more productive ones, it’s important for today’s companies to cultivate a positive work environment.
There’s been much talk about “quiet quitting”. Can you tell us more about that and its impact in APAC?
“Quiet quitting” is a trend that was coined by a Gen Z creator on TikTok, which involves doing the bare minimum or avoiding going above and beyond to minimise burnout. “Quiet quitting” is also seen as an antidote to “hustle culture” where people feel the need to do more all of the time, which can result in burnout, stress, or fatigue.
Here in APAC, almost 1 in every 5 employees say that they have considered quiet quitting or are already quiet quitting. Furthermore, those in senior management are 2.1 times more likely to be considering quiet quitting, making them the group most at risk of quiet quitting.
The underlying reason for “quiet quitting” is that more employees don’t want to let their career negatively impact their mental or physical wellbeing. In other words, it’s really about self-protection.
We can see this shift in mindset coming through in our data too. Good work-life balance is important for employees(62%), which makes sense considering the emotional and physical toll the pandemic has had on many people’s lives – especially for younger consumers. In APAC, for example, Gen Zs are 19% more likely to say they’re prone to anxiety.
What advice do you have to help companies to navigate these new waters?
It’s clear to say that there is no “perfect” work-life balance that works for everyone. For some, maybe it’s not having after-work hour calls, while for others it’s about taking more personal time off every now and then or being fully switched off on vacation days.
“Considering how 10% of APAC workers are looking for new jobs because their workload is too heavy and 49% say that they will likely search for a new job in the next six months, it quite literally pays to put employee wellbeing front and center.”
As such, it’s important for any company looking to attract or retain staff, to foster a culture that focuses on supporting its employees in achieving a healthy balance between their personal and professional lives. Our data shows that employees working with inflexible working hours and remote working practices are 47% more likely to be dissatisfied with their job.
Companies should also work with individual employees’ needs in a holistic way while ensuring that employees feel comfortable enough to speak up before problems arise or get worse, and before they consider “quietly quitting”.
How about advice for employees looking to strike a work/life balance during difficult economic times when maintaining employment is a priority?
I believe that there isn’t a one-size-fits-all approach to striking a work-life balance. I’ll be realistic too and admit that switching off from work is easier said than done, especially with the world becoming more connected and with employees being so easily reachable.
“Here in APAC, almost 1 in every 5 employees say that they have considered quiet quitting or are already quiet quitting. Furthermore, those in senior management are 2.1 times more likely to be considering quiet quitting, making them the group most at risk.”
It boils down to really understanding yourself, your limits, and how you work best, and working that to your advantage. Being clear about the tasks that you need to prioritise also helps you focus on what’s important and manage your energy levels accordingly.
Building a daily schedule that includes no screen time during specific hours helps me get through the day including a workout and spending time with family.
Looking at the year ahead, what are some general 2023 trends you foresee from the data?
Employee expectations have largely shifted because of the pandemic. Looking after their professional needs is no longer sufficient, and companies will need to start taking care of employees as whole individuals. Considering how 10% of APAC workers are looking for new jobs because their workload is too heavy and 49% say that they will likely search for a new job in the next six months, it quite literally pays to put employee wellbeing front and center, and make sure that they feel comfortable enough to voice their needs before problems arise.
“Employee expectations have largely shifted because of the pandemic. Looking after their professional needs is no longer sufficient, and companies will need to start taking care of employees as whole individuals.”
With 85% of employees in APAC wanting to do work that makes them happy and 82% wanting to do work that is meaningful, it means that employees are now also looking for a sense of purpose at work. Employers will need to make sure that their teams find meaning in what they do, and cultivate an environment where employees feel a sense of belonging in and that fosters trust and respect.
And this is a win-win for all, because a positive, happy work environment is key to employee satisfaction, and research has shown that happy employees are more productive too.
You are wrapping up your first year as APAC Senior Vice President tasked with driving GWI’s growth strategy throughout the region. How are things going? What have been some of the challenges?
It’s been a great year for the APAC business. We’ve delivered double-digit growth in the region, which is where 25% of our customers are based. We’ve built a capable team on the ground and are seeing tremendous interest from organizations of all sizes. There’s such an appetite for faster, deeper, and localized insights and the ability to make data-backed decisions, and we’re really seeing that in the APAC market in particular.
Globally, with the turbulence of the last few years, businesses are rightly scrutinizing their spend, with more caution around spending and budgets. The traditional approach to custom market research is expensive, whereas we’re seeing success by offering a solution that’s faster, accessible and cost-effective. It’s more important than ever for brands to understand what consumers want – this is just the start for the APAC business.
Quick hits
- Book everyone in the industry should read: Atomic Habits (James Clear)
- Favorite show you’re watching lately: Kaleidoscope
- One album you would take to a deserted island: A Head Full of Dreams (Coldplay)
- Something you want to learn or wish you were better at: Cooking
