Boardroom Replaced by the Kitchen Table

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New research from gyro and Forbes Insights examines the positive impact of technology on business decision-making.

The @Work State of Mind

Nine-to-five thinking is a thing of the past, and this must be reflected in how brands advertise with their customers and clients.

Ninety-eight percent of executives send work-related e-mails outside of the typical “9-to-5 work week.” Contrary to the negative perceptions about being “always on,” this new reality is having a positive effect on people’s work and personal lives, according to research released today.

Surveying 543 business decision-makers, gyro, the global ideas shop, and Forbes Insights found that boundaries of time and space that once defined the workplace no longer exist.

Often driven by personal ambition and the desire for efficiency, 63 percent of people check their e-mail at least every one to two hours during non-work hours. More than half (53 percent) step away from a family occasion to deal with a business issue. And only 3 percent said that they never tend to work e-mails or calls while on vacation.

Despite this, respondents said that they feel in control and able to enjoy their personal time. Only 15 percent said that they struggle to separate work from valuable personal/family time; and 84 percent feel empowered and well prepared to make business decisions, due to the constant stream of information.

The findings demonstrate that people no longer feel rushed to make business decisions, instead valuing the freedom and flexibility that this “@Work State of Mind” allows. With emotion intrinsic to all business decisions, people’s private lives are playing a greater role in decisions. The study shows that:

  •     More than three-quarters (77 percent) cite personal values as very or critically important to their decision-making.
  •     Fifty-six percent said that personal social networks influence their determinations.
  •     Seventy-three percent said they make better business decisions because they have more time to think.
  •     Fifty-nine percent said they make business decisions in the home.

“Our research challenges the perception that people are unable to juggle busy working lives with personal time,” said Christoph Becker, gyro’s CEO and chief creative officer. “Decision-makers are blending work and personal time effectively to make better business decisions, free from the shackles of the ticking clock. This research offers our clients valuable insight on when, where and how they can influence the high-value decisions made by their customers. Nine-to-five thinking is a thing of the past, and this must be reflected in how brands advertise with their customers and clients. Things have moved on, and so should old attitudes to advertising.”

“We all know technology has expanded our connection to work. But only now do we have research into the attitudes and habits of senior business people on how an always-on world impacts business decisions,” said Bruce H. Rogers, chief insights officer for Forbes Media. “Forbes Insights is pleased to partner with gyro on this seminal research and its implications for business marketers.”

The full study can be downloaded at

About gyro
We create ideas that ignite business decisions in a numb world. gyro is an Advertising Age Top 50 global agency deploying a 600-employee team of creative professionals in 18 offices in 10 countries throughout the world. Globally gyro works with Abbott, Audi, FedEx, HP, John Deere, L’Oreal, USG and Virgin Atlantic.

About Forbes Insights
Forbes Insights ( is the strategic research practice of Forbes Media, publisher of Forbes magazine and Taking advantage of a proprietary database of senior-level executives in the Forbes community, Forbes Insights’ research covers a wide range of vital business issues, including talent management, marketing, financial benchmarking, risk and regulation, and small to midsize business.

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Kenneth Hein

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