Ryan FowlerThe latest findings from the Virgin Media O2 Business Movers Index indicate a significant increase in office attendance among Gen Z workers, driven by enhanced workplace perks.
The index, which combines anonymised UK movement data from O2 Motion with national polling results, highlights a 10% rise in Gen Z’s daily commutes compared to last year, with a notable 14% increase in January alone.
Businesses are actively working to maintain this trend by offering a range of perks. According to the data, 27% of companies provide free drinks, 22% host regular social events, and 18% offer free lunches on selected days, with 12% even providing free pizza to their employees.
These benefits are part of broader strategies to increase staff productivity and job satisfaction, including flexible working hours (51%) and access to productivity tools (36%).
The upcoming May bank holidays are also expected to boost the local economy, with 93% of Brits planning to stay in the UK.
Activities such as seaside visits (25%) and countryside outings (24%) are on the agenda for 60% of the population, promising a potential uplift for local businesses. In response, 37% of businesses are preparing special deals and discounts to capitalize on the increased domestic activity.
Moreover, the report sheds light on shopping behaviours, revealing a slight decline in visits to shopping centres and high streets at the start of the year, likely influenced by the preference for online shopping during colder months and peak holiday periods.
However, nearly half of Brits (47%) express a desire to support small local businesses, with many willing to pay up to 33% more locally than at large online retailers, an increase from 14% at the end of the previous year.
Jo Bertram, managing director of Virgin Media O2 Business, commented on the findings: “Despite challenging winter months for Brits and businesses, our Virgin Media O2 Business Movers Index shows positive trends are emerging. After experiencing reduced spending from the cost-of-living crisis, there is a clear consumer appetite to support local businesses, with many willing to spend more to do so.”
Bertram further emphasises the importance of businesses adapting to these trends by ensuring they are equipped with reliable connectivity and tools to support an effective working environment, both in-office and remotely.
