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Workplace trends
                                                     London 2012




© 2012 – Steelcase Inc. | Catherine Gall                    10/30/2012 | 1
Culture Code




        10/30/2012 | 2
Culture : Why does it matter?

“People think and see the world
differently because of differing ecologies,
social structures, philosophies and
educational systems that date back to
ancient Greece and China and have
survived in the modern world”

Professor Richard. E. Nisbett




                                              10/30/2012 | 3
Isolation       Connection




Distraction     Connection




Connection      Distraction


                                 10/30/2012 | 4
Concentration     Distraction




Distraction     Concentration



                                10/30/2012 | 5
Fun       Serious




Serious       Fun



                    10/30/2012 | 6
Order   Chaos




Chaos    Order



                 10/30/2012 | 7
Living    Working




Working     Living



                     10/30/2012 | 8
10/30/2012 | 9
Connecting
culture, workplace
and design is a
“wicked problem”




 © 2012 – Steelcase Inc. | Catherine Gall   10/30/2012 | 10
© 2012 – Steelcase Inc. | Catherine Gall   10/30/2012 | 11
a global research perspective


                                                             Russia
                                           Europe



    USA
                                                                              China

                                           Morocco


                                                                      India




© 2012 – Steelcase Inc. | Catherine Gall                                              10/30/2012 | 12
The Culture Code


100 Workplaces
11 Countries
6 Dimensions
China, France, Germany, Great Britain,
India, Italy, Morocco, the Netherlands,
Spain, Russia, and the United States.

By synthesizing Hofstede’s cultural
dimensions and Hall’s proxemics theory,
Steelcase uncovered new insights into
cultural influences on the workplace.
What are the
relationships between
national culture and
workplace design?




 © 2012 – Steelcase Inc. | Catherine Gall   10/30/2012 | 14
What are the cross-cutting
patterns, relationships, common
alities and differences across
cultures?




 © 2012 – Steelcase Inc. | Catherine Gall   10/30/2012 | 15
Research Methods


                                           •   Comparative analysis of international
                                               surveys, research articles, and proprietary
                                               Steelcase research;

                                           •   On-site immersion and observations

                                           •   Workshops and interviews with local end-
                                               users, designers and thought leaders

                                           •   Heuristic evaluation and expert opinion
                                               activities

                                           •   Behavioral pattern analysis

                                           •   Prototyping process workshops

                                           •   Future client validation


© 2012 – Steelcase Inc. | Catherine Gall                                              10/30/2012 | 16
A day in the life




  © 2012 – Steelcase Inc. | Catherine Gall   10/30/2012 | 17
Social rituals




18     © 2012 – Steelcase Inc. | Catherine Gall   10/30/2012 | 18
Place making




19     © 2012 – Steelcase Inc. | Catherine Gall   10/30/2012 | 19
What are the
relationships between
national culture and
workplace design?




 © 2012 – Steelcase Inc. | Catherine Gall   10/30/2012 | 20
SIX DIMENSIONS OF CULTURE
COMPARING CULTURES
EAST vs WEST

               NL
USA
Embracing change




                   10/30/2012 | 24
Workplace Culture in the USA




 • “Quilt” culture
 • Standardization and efficiency are
   valued
 • “Leader of the pack” approach
 • “Work is where my laptop is”
 • Living & working healthy
 • Yoga mania + mindfulness
                                        10/30/2012 | 25
The Netherlands
A culture of balanced contrasts




                                  10/30/2012 | 26
Workplace Culture in the Netherlands




• Secular multicultural tolerant culture
• “Live and let live” approach to life
• Authority is earned
• Collaboration and consensus prevail
• Physical and emotional wellbeing is
  foundational
• Low tolerance to density
• Sociability at work is limited
                                           10/30/2012 | 27
China
Fast forwarding the pace of progress




                                       10/30/2012 | 28
Workplace Culture in China




• Longest working hours in the world (9-
  11 hours)
• Sleeping during the day is not
  uncommon
• Harmony and respect highly valued
• Extreme high tolerance to density
• High performers switch companies
  easily
• Paternalist leadership approach
• Connection to nature and spiritual
  values is key                            10/30/2012 | 29
India
Fast forwarding the pace of progress




                                       10/30/2012 | 30
Workplace Culture in India




• Multiethnic society
• Passive fatalism and vibrant
  entrepreneurial spirit coexist
• Family based culture
• Chaotic traffic conditions
• High tolerance to density
• Long term planning is not valued
• High employment turnover
• High expectation for education     10/30/2012 | 31
What are the cross-cutting
patterns, relationships,
commonalities and differences
across cultures?




 © 2012 – Steelcase Inc. | Catherine Gall   10/30/2012 | 32
Interconnected trends




                        10/30/2012 | 33
Holistic approach to wellbeing




                                 10/30/2012 | 34
Space compression and wellbeing




                                  •   Close contact or
                                      seclusion?

                                  •   Acceptance of levels of
                                      privacy, proximity, density,
                                      psychological comfort, etc
                                      depends on workers’
                                      cultural background and
                                      their perceptions of social
                                      distance.




                                                           10/30/2012 | 35
Space compression and wellbeing
Culture Code




        10/30/2012 | 37

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Office Culture and Creating Workplaces for Wellbeing

  • 1. Workplace trends London 2012 © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 1
  • 2. Culture Code 10/30/2012 | 2
  • 3. Culture : Why does it matter? “People think and see the world differently because of differing ecologies, social structures, philosophies and educational systems that date back to ancient Greece and China and have survived in the modern world” Professor Richard. E. Nisbett 10/30/2012 | 3
  • 4. Isolation Connection Distraction Connection Connection Distraction 10/30/2012 | 4
  • 5. Concentration Distraction Distraction Concentration 10/30/2012 | 5
  • 6. Fun Serious Serious Fun 10/30/2012 | 6
  • 7. Order Chaos Chaos Order 10/30/2012 | 7
  • 8. Living Working Working Living 10/30/2012 | 8
  • 10. Connecting culture, workplace and design is a “wicked problem” © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 10
  • 11. © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 11
  • 12. a global research perspective Russia Europe USA China Morocco India © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 12
  • 13. The Culture Code 100 Workplaces 11 Countries 6 Dimensions China, France, Germany, Great Britain, India, Italy, Morocco, the Netherlands, Spain, Russia, and the United States. By synthesizing Hofstede’s cultural dimensions and Hall’s proxemics theory, Steelcase uncovered new insights into cultural influences on the workplace.
  • 14. What are the relationships between national culture and workplace design? © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 14
  • 15. What are the cross-cutting patterns, relationships, common alities and differences across cultures? © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 15
  • 16. Research Methods • Comparative analysis of international surveys, research articles, and proprietary Steelcase research; • On-site immersion and observations • Workshops and interviews with local end- users, designers and thought leaders • Heuristic evaluation and expert opinion activities • Behavioral pattern analysis • Prototyping process workshops • Future client validation © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 16
  • 17. A day in the life © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 17
  • 18. Social rituals 18 © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 18
  • 19. Place making 19 © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 19
  • 20. What are the relationships between national culture and workplace design? © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 20
  • 21. SIX DIMENSIONS OF CULTURE
  • 24. USA Embracing change 10/30/2012 | 24
  • 25. Workplace Culture in the USA • “Quilt” culture • Standardization and efficiency are valued • “Leader of the pack” approach • “Work is where my laptop is” • Living & working healthy • Yoga mania + mindfulness 10/30/2012 | 25
  • 26. The Netherlands A culture of balanced contrasts 10/30/2012 | 26
  • 27. Workplace Culture in the Netherlands • Secular multicultural tolerant culture • “Live and let live” approach to life • Authority is earned • Collaboration and consensus prevail • Physical and emotional wellbeing is foundational • Low tolerance to density • Sociability at work is limited 10/30/2012 | 27
  • 28. China Fast forwarding the pace of progress 10/30/2012 | 28
  • 29. Workplace Culture in China • Longest working hours in the world (9- 11 hours) • Sleeping during the day is not uncommon • Harmony and respect highly valued • Extreme high tolerance to density • High performers switch companies easily • Paternalist leadership approach • Connection to nature and spiritual values is key 10/30/2012 | 29
  • 30. India Fast forwarding the pace of progress 10/30/2012 | 30
  • 31. Workplace Culture in India • Multiethnic society • Passive fatalism and vibrant entrepreneurial spirit coexist • Family based culture • Chaotic traffic conditions • High tolerance to density • Long term planning is not valued • High employment turnover • High expectation for education 10/30/2012 | 31
  • 32. What are the cross-cutting patterns, relationships, commonalities and differences across cultures? © 2012 – Steelcase Inc. | Catherine Gall 10/30/2012 | 32
  • 33. Interconnected trends 10/30/2012 | 33
  • 34. Holistic approach to wellbeing 10/30/2012 | 34
  • 35. Space compression and wellbeing • Close contact or seclusion? • Acceptance of levels of privacy, proximity, density, psychological comfort, etc depends on workers’ cultural background and their perceptions of social distance. 10/30/2012 | 35
  • 37. Culture Code 10/30/2012 | 37

Editor's Notes

  1. Borrowing the idea of contrasting cultures form the HSBC Values campaignCulture is always about values and perceptions….
  2. Borrowing the idea of contrasting cultures form the HSBC Values campaignCulture is always about values and perceptions….
  3. Borrowing the idea of contrasting cultures form the HSBC Values campaignCulture is always about values and perceptions….
  4. Borrowing the idea of contrasting cultures form the HSBC Values campaignCulture is always about values and perceptions….