Beyoncé released her new song called ‘Break my soul‘ that hinges on an anti-capitalist way of being. Anti-work Ideology, The Great Resignation, No Hustle Generation- these phrases have been describing work ethics of both younger millennials and gen-Z’s as they begin to call out toxic work culture, which is one of the 5 major reasons for higher attrition since April 2021 as per a study by MIT Sloan. This trend making a huge statement in pop culture whilst garnering strong reactions from people all over says something about it being more of a shift in work culture that is here to stay than just being a trend.

It might sound iterative, but the pandemic did accelerate the notion of not accepting a work-life imbalance amongst millennials and gen-Z; with remote workers being harassed through one or all modes of communication to senior management turning a deaf ear towards complaints raised by entry to mid management levels.

There are few glaring issues that puts the organization at a disadvantage due to high resignation rate:
1. New talent, however smart and intelligent, would always take some time to get on-board with business practices
2. Continuously high attrition results in clients looking to re-establish a relationship with employees, with them going through the process all over again
3. Needless to say, constant attrition has an adverse effect on the overall work environment

In the retail environment, it’s been identified that purposeful brands would go a long way when connecting with their consumers, however, communicating purpose through mere brand story telling is not the only way to establish a relation with customers and clients, but campaigning a robust and healthy work environment that instills a sense of community and ownership among employees would garner a positive image for any brand or organization. The belief of trust would work both ways when clients and customers become loyal, ensuring a long-lasting business relation and on the other hand would be guaranteed a team that understands their priorities and objectives to drive both businesses profitable.