Why People Now Drive Place Strategy

Five years after the pandemic upended the world of work, companies are still redefining what “normal” means. Hybrid schedules, new expectations for flexibility, and shifting life priorities have blurred the line between workplace and community. For corporate leaders making location decisions — and for the communities trying to attract them — success now depends on more than cost or infrastructure. It depends on how well a place supports the people who live and work there.

As a workplace strategist at Cushman & Wakefield, I’ve seen organizations across industries confront the same challenge: how to connect business performance with the human experience of work. The answer lies in understanding people — their behavior, their needs, and how the places they occupy either help or hinder them.

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