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1、The Commuter Town BoomIWG1In partnership withThe Commuter Town BoomA new report by IWG and Arup reveals that hybrid working is set to have a major beneficial effect on US and UK commuter towns,boosting local businesses and creating new jobs.The Commuter Town BoomThe Commuter Town BoomIWG2Introductio
2、n by Mark DixonFounder&CEO of IWGFor generations,teenagers have dreamed of getting out of their sleepy commuter town and escaping to the bright lights of the big city.From Kate Moss swapping Croydon on the outskirts of London for the catwalks of Paris to Bruce Springsteens songs about leaving the Ne
3、w Jersey town he grew up in,the process has resonated in popular culture.But today,they are considered the best places to live.New Jersey towns such as Englewood and Red Bank rank as the most desirable places for escapees from Manhattan to flee to.And in Britain towns such as Folkestone in Kent,and
4、Altrincham in Cheshire are at the vanguard of new artistic and entrepreneurial communities springing up outside of major urban areas.As a result of the rapid adoption of hybrid working over the last few years,commuter towns are being redefined.Businesses are moving rapidly to change their working mo
5、del,realising that a hybrid model,which allows their employees to move seamlessly between local offices,city centres and home,is more productive for employers and makes employees happiest.This report clearly shows that commuter towns on both sides of the Atlantic are undergoing a renaissance as peop
6、le finally achieve the long-held ambition to work closer to home in places where they can enjoy a higher quality of life.Thousands are changing their working habits,shifting from daily trips to crowded,distant city centres to working primarily in the commuter towns they call home,with only occasiona
7、l visits to city centre offices.In some areas,the increase could be as high as 175%,which will require a substantial increase in the amount of high quality office space available in towns that have previously had relatively low numbers of locally-based white-collar workers.The Commuter Town BoomIWG3
8、show just how much commuter towns are set to benefit in the coming years in both the US and the UK as workers increasingly choose to work close to where they live.Its a major economic shift that will bring greater prosperity and greater opportunities to formerly sleepy satellite towns.No longer plac
9、es to escape from,these are communities on the up,transformed by the greatest shift in working practices to have taken place in more than a century.Mark Dixon,Founder&CEO of IWGThat demand has already started to rise.You only have to look at the names and profiles of some of the towns in the US and
10、the UK where weve recently opened new centres to get a sense of why people want to be there:Bluffton,SC(pop.27,716)has grown by more than 120%since 2010.Other small towns across America with a new IWG centre include Kodak,TN(10,500);Destin,FL(14,000);Middleton,WI(20,000);Ridgeland,MS(24,000);and Sta
11、fford,VA(just 5,500).Theres a similar picture in the UK,where commuter towns such as Gerrards Cross(pop.8,000)and Marlow(14,000),both in Buckinghamshire,and Chippenham(relatively large,at 45,000)in Wiltshire have all recently welcomed new IWG centres.What all these places have in common is that they
12、 are great places to live,raise families,and socialise.And increasingly theyre becoming great places to work,too:in fact,throughout 2023,the vast majority of our new centres have opened outside city centres.And this is just the most visible sign of a rapid reassessment of office real-estate values i
13、n small towns and local communities right across the world.Our new report,produced together with Arup,drills down into the numbers to The research investigated the economic opportunities generated by hybrid working for the local economies of 10 commuter towns in the United States,and 10 in the Unite
14、d Kingdom.They are a mix of established and emerging commuter towns,defined by the current population of white-collar workers.Arup developed a low-and high-growth scenario of hybrid workers presence in these towns.The main assumptions used to estimate the number of additional white-collar workers(wh
15、o drive the estimated economic benefits)are that,by 2043:The proportion of hybrid workers will be between 55%and 65%on average.Days spent remote working will be between 2.5 days per week and 4 days per week.The proportion of remote working done from a flexible space will be between 15%and 30%.Backgr
16、ound to the Arup and IWG ResearchThe Commuter Town BoomIWG442037295468The Towns in the SurveyUSUKUS1 Carmel,Indiana2 Castle Rock,Colorado3 Columbia,Maryland4 Folsom,California5 Kendall,Florida6 Marietta,Georgia7 Naperville,Illinois8 Plymouth,Massachusetts9 Springfield,Virginia 10 Westport
17、,ConnecticutUK1 Altrincham,Greater Manchester2 Chippenham,Wiltshire3 Guildford,Surrey4 Ilkley,West Yorkshire5 Rotherham,South Yorkshire6 Royal Leamington Spa,Warwickshire7 Sevenoaks,Kent8 St Albans,Hertfordshire9 Tynemouth,Tyne&Wear10 Warrington,Cheshire“Established”commuter towns“Emerging”townsThe
18、Commuter Town BoomIWG5The HybridEffectThe world of work has changed forever.New technology now allows us to work when and where we feel we are most fulfilled and most productive.As a result,millions have abandoned the long,daily commute in favour of a hybrid solution,dividing their working hours bet
19、ween a local flex space and home,with occasional visits to a central office for brainstorming,meeting clients,training,catching up with developments or simply socialising.This new work paradigm brings significant benefits.For companies,it means much-reduced real-estate spend and greater productivity
20、 gains of between 3%and 4%,according to research by Stanford Universitys Professor Nicholas Bloom,a world expert on the hybrid model.For employees,hybrid offers a much improved work-life balance,leading to health and wellbeing benefits,as well as financial savings.In the UK,research by shows employe
21、es can save an average of 328 a month on train travel and associated expenses,and up to 128 a month if they commute by car.A cutback in commuting also brings a significant reduction in environmentally damaging exhaust emissions.New ways of working bring benefits for companies,workers and communities
22、Hybrid offers a much improved work-life balance,leading to health and wellbeing benefitsThe Commuter Town BoomIWG6The benefits to both workers and their local communities were recently summed up by Josh Gottheimer,the US Representative for New Jerseys 5th congressional district.He is the motive forc
23、e behind a campaign to give tax benefits to New York-based businesses that open offices in New Jersey,so that workers from the state dont have to commute to the Big Apple every day.“When you add it all up the expensive tolls,the cost of parking and gas,and the congestion tax Jersey commuters would s
24、ave$20,000 a year to stay in Jersey,”he said.“Not to mention all the benefits of less stress,more productivity and time with families from the hours spent not driving.The bottom line is that by staying and working in New Jersey,our residents will have more money in their pockets,our state and local
25、economies will flourish,and more of our dollars spent will go towards supporting Jerseys incredible small businesses.”The amount New Jersey workers who commute to New York could save per year by staying and working in New Jersey.$20,000The Commuter Town BoomIWG7A DemographicShiftCurrently,as many as
26、 40%of workers in the UK and the US work in a hybrid way,and this is already driving major demographic and economic change.Commuter towns,formerly sleepy places during weekdays,are being brought back to life in the way that Gottheimer describes,as workers renounce the long daily commute and choose t
27、o work most of the time close to home.And their numbers are being increased by others who are choosing to leave big cities in search of a better quality of life in smaller towns and suburbs,enabled by the hybrid model.Previous research by IWG and Arup found that such outbound migration from cities i
28、n both the UK and the US is now considerably higher than it was pre-pandemic.Local economies are already seeing the benefits.“The surge of people migrating out of major cities has provided a major The number of hybrid workers in commuter towns is set to increase significantlyUS:UK:Projected Increase
29、 in Number of White-Collar Workers in Selected Towns by 204384%-175%32%-60%60%175%32%84%financial boost to towns and suburbs that previously were like ghost towns during weekdays,”says Mark Dixon.“High streets are coming back to life,and local businesses are thriving.”This latest report by IWG and A
30、rup predicts that smaller towns in the US could see an increase in the presence of white-collar workers of as much as 60%over the next 20 years as a result of hybrid working.Locations that have historically larger white-collar commuter populations and fewer local white-collar jobs are set to benefit
31、 the most.For example,Westport,CT,a town with traditionally high levels of white-collar residents,could see an increase in its skilled workforce of up to 72%.The Commuter Town BoomIWG8In the UK,the hybrid effect is likely to be even more dramatic.There,the proportion of local workers who commute int
32、o the city tends to be higher than in the US,so the shift to working closer to home will be more pronounced.The report predicts that the presence of white-collar workers will increase by up to 175%by 2043,with a 44%increase in those choosing to work from local flexible workspaces.For example,Chippen
33、ham,a market town to the east of the city of Bristol,currently has a low number of white-collar workers employed locally,and a much larger number who commute to other locations.The continued and accelerated uptake of hybrid working could see the presence of skilled workers in the town increase by up
34、 to 120%,according to the report.“On both sides of the Atlantic,were seeing a major geographic shift in terms of where work is done,and where it will increasingly be done in the future,”says Dixon.“This is a trend thats only going to grow.”It is predicted that by 2043,there will be aThe accelerated
35、uptake of hybrid working could see the presence of skilled workers in the town of Chippenham increase by up to 120%increase in people choosing to work from a local flexible workspace.44%The Commuter Town BoomIWG9A Boost For Local EconomiesBecause a larger number of white-collar workers will be prese
36、nt in commuter towns during the week,thanks to both an increase in hybrid working by current residents and the arrival of hybrid workers who have migrated from big cities,local economies will see a substantial boost.In particular,face-to-face spending in sectors such as retail,food and drink,and ent
37、ertainment is likely to see major gains.By 2043,the report estimates that the increase in annual local spending by residents who switch to hybrid working in the US could be as much as between$270m and$585 in the 10 selected towns.In the UK,the increase is forecast at between 72m and 157m.The arrival
38、 of new hybrid workers migrating from big cities will add a further boost,and this is particularly the case for emerging towns.In the US,this could result in an additional increase in annual face-to-face spending of between$103m and$207m in total in the 10 selected commuter towns.In the UK,the corre
39、sponding additional increase in the 10 selected towns could be between 61m and 108m in total by 2043.Spending will rise,and more jobswill be createdThe Commuter Town BoomIWG10All of this increased spending is not only good news for local businesses but also for local job markets.In the US,says the r
40、eport,it would offer security to around 10,400 existing local face-to-face jobs per town,while also creating between 335 and 696 new full-time jobs in face-to-face industries in each town by 2043.In the UK,the increase in spending would offer security to around 5,800 existing local jobs per town and
41、 support the creation of a further 155 to 235 full-time jobs per town in the same timeframe.Extrapolating from these figures,the report suggests that the GDP of smaller communities in both the US and the UK could grow by up to 3%and 6%respectively thanks to the increase in hybrid working.“The potent
42、ial economic effects of hybrid working are staggering,”says Dixon.“This will be a major shot in the arm for communities that until very recently have been struggling in financial terms.”The GDP of smaller communities in the UK could grow by up to6%thanks to the increase in hybrid working.USAdditiona
43、l spending:$373m-$792mNew jobs created:335-696Local GDP increase:1%-3%UKAdditional spending:133m-265mNew jobs created:155-235Local GDP increase:2%-6%The Economic Benefits Created by Hybrid Workers in Selected Towns by 2043The Commuter Town BoomIWG11Rising Demandfor Flex SpaceThe boom in hybrid worki
44、ng is driving huge demand for workspaces close to where people live.Research by IWG found that 72%of hybrid workers said they would only consider new jobs and roles that allowed them to base themselves at workspaces close to home for part of the week.In response to this demand,IWG has launched a maj
45、or programme of expansion:in the first three quarters of 2023 alone,it added 612 new locations to its global network,including 300 in the USA.The vast majority of these openings around the world were in suburbs and commuter towns such as Harpenden,Winchester and Inchinnan.High quality local workspac
46、es help to regenerate town centres“The demand is clearly there and were finding no shortage of property partners to convert space into vibrant flex spaces in the heart of communities and share in what is a once-in-a-lifetime opportunity,”says Dixon.“Our aim is to have an IWG location within reach of
47、 every town,village and suburb in the world.”The Extra Flex Space Required to Accommodate Additional Hybrid Workers in Selected Towns by 2043US:57,000-180,000 sq ftUK:39,000-135,000 sq ftThe Commuter Town BoomIWG12And the demand is set to continue,according to the report.It predicts that by 2043,the
48、 average US commuter town in its sample will require an extra 57,000-180,000 sq ft of flexible workspace to accommodate additional hybrid workers.In the UK,there is likely to be demand for 39,000-135,000 sq ft of extra flex space.The creation of new flexible workspaces in commuter towns will have a
49、major societal effect,helping to regenerate town centres impacted by global changes in retail patterns.They will also aid the creation of 15-minute cities,in which all essential services and amenities(including high-quality workspaces)are within a 15-minute walk or cycle ride of peoples homes.15-min
50、ute cities have been shown to boost local economies,improve air quality,promote physical activity and increase community spirit.The Commuter Town BoomIWG13City Centres ReimaginedThe question arises:as hybrid workers cut down on daily commuting and commuter towns buzz with new life,what will be the e
51、ffects on city centres,now that they are less frequented?The report suggests that there will be new opportunities for major cities as they evolve to meet the changing needs of workers in the hybrid age.Dixons view is that the reduction in demand for traditional office space in cities will allow thos
52、e spaces to be reimagined and regenerated for leisure,housing and other purposes,with the potential to revitalise districts and improve infrastructure.“The role of cities is changing forever,”he says.“This report shows there are initially some changes as spending patterns adjust,with greater spendin
53、g in local communities.However,in the long term,cities will increasingly leverage their existing infrastructure to become social centres,conveniently sited at the heart of far-reaching road and rail networks for easy access in a post-commuting world.Places like London,whose economy has been geared t
54、o meet the needs of millions of itinerant office workers,will need to evolve to become hubs for collaboration and entertainment.”Big cities become hubs for collaboration and entertainmentThe Commuter Town BoomIWG14Everybody WinsPrevious research commissioned by us at IWG,as well as that of other lea
55、ding institutions and academics,has demonstrated the very real benefits of hybrid working.Its great for workers:their finances,their mental health and their personal relationships.And its great for businesses,with much-reduced real-estate spend and heightened productivity.Its great for the environme
56、nt.And its great for property owners,too.And now another major benefit can be added to that list the boost that hybrid working brings to suburbs,dormitory towns and rural communities.They are being revitalised,and this trend will continue to accelerate over the coming years.Its great to see people w
57、aking up and shaking themselves to become free of the commuting nightmare theyve been living with,and instead living the lives they want to live.Commuter towns can reinvent themselves as thriving local communities,interlinked by excellent transport systems and promoting themselves as cultural and en
58、tertainment magnets.Meanwhile,the large cities that people are increasingly leaving behind will morph into places centred around leisure and entertainment.Commuter towns and the countryside for work,and the city for fun and games?Sounds good to me.We help more than eight million people work the hybrid way in thousands of locations worldwide.Find out more about what we do today at .Conclusion by Mark DixonFounder&CEO of IWG