The recent news of some companies enforcing return-to-office mandates has sent ripples through the industry. Staff aren’t holding back, with petitions and open letters making it clear just how frustrated they are. This move has got everyone talking about the future of work, and for good reason. After the pandemic proved just how effective flexible work can be, going back to rigid office requirements feels like a step in the wrong direction for many.
As the co-founder of independent digital marketing agency, Orange Line, I wanted to share my perspective on why this issue matters so much — to our industry, our people and the clients we serve – and why I believe hybrid work is the way forward.
Why the unrest matters
The backlash from these return-to-work mandates really shines a light on something important: people want flexibility. It’s not just about where someone works; it’s about being trusted to deliver great work in a way that fits their life.
As agency owners, we know creativity and collaboration are the heart of what we do, but it’s clear that forcing everyone into the office five days a week isn’t the only way to make that happen. For many, especially those juggling family commitments or dealing with long commutes, rigid office policies feel more like a roadblock than a benefit.
The reality is, mandates like this will push talented staff to look elsewhere, usually to workplaces that understand the value of flexibility. Agencies that cling to outdated models risk losing their best people to competitors who offer a better balance. Talented people want to work at places where they feel trusted and where their unique circumstances are respected. When people are forced to choose between their work and their personal lives, it’s no surprise they’ll look for opportunities where they can have both.
The case for flexibility
The past few years have shown just how much flexible work arrangements can transform the way we live and work. It’s helped people find a better balance between their jobs and personal lives, made it easier to tap into talent from different places, and kept teams connected across time zones.
At Orange Line, we’ve seen these benefits firsthand. During the pandemic, we embraced a hybrid model — two days in the office and three days remote — and it’s been a game-changer. Our team still gets the buzz of in-person collaboration while having the freedom to work in ways that suit them. We trust our people to manage their time, do great work, and stay engaged. When people feel supported and trusted, they do their best work, and that leads to even better results for our clients.
For example, some of our team members live in Wollongong and Canberra, where a daily commute to Sydney just isn’t realistic. Others have worked remotely from their home countries for extended periods. even spent extended periods working from their home countries. And as we’ve expanded into the U.S., we’ve made sure our remote team members feel just as connected as those in our Sydney HQ. By focusing on culture and communication, we’ve built an environment where everyone feels valued, no matter where they’re based.
This approach has had a real impact. Our attrition rate is one of the lowest in the industry, which gives us a competitive edge by keeping talent and expertise within our teams. On top of that, our hybrid model has reduced hiring costs and boosted employee satisfaction.
A turning point for the industry
The office vs hybrid work debate sparks a broader conversation about what the future of work should look like. Will more agencies double down on office mandates, or will they lean into flexibility to attract and retain top talent? One thing is certain: the agencies that thrive will be those that put their people first.
Listening to employees and involving them in shaping the future of work isn’t just good leadership, it’s essential for staying competitive in a fast-changing industry. Agencies that ignore this will likely face challenges not just in retaining talent but in delivering the kind of creative, collaborative work clients expect. Flexibility isn’t just a perk anymore, it’s a must-have for attracting and keeping great talent.