Out of Scope Issue #128: PTFO About RTO
Plus: NYFW and the FDA
Happy Friday! This was a busy week for many reasons, including strikes, strike fallout, and strike fallout fallout. But first…
📡ON OUR RADAR
G-20 leaders brokered a deal regarding language used to describe Russia's invasion of Ukraine, winning approval from the US and its allies. Yet, Kyiv's disappointment with the softened language raises the question: how delicate is the balance in international relations when addressing ongoing conflicts? The compromise reached during these negotiations underscores the enduring challenges in addressing such contentious matters on the world stage—in both words and deeds.
While years past of New York Fashion Week have marked out-of-the-box brand activations designed for virality, there’s been a vibe shift: NYFW has gone quiet, or quiet luxury rather. Between logomania and influencer fatigue, some brands (h/t Fforme) aren’t just espousing minimalism in their collections, but in their focus on function over digital intrigue. As the quiet luxury phenomenon continues to redefine the fashion landscape, we can’t help but wonder if the future of fashion is offline?
The brands are at it again with ill-advised promotions. This week, DraftKings immediately drew criticism after offering a 9/11-themed bet that was advertised as a “Never Forget” parlay. While 9/11-related marketing has reduced over the last couple of years, we hope this latest misstep requiring an immediate apology is a reminder to all marketers to think twice before turning remembrance (and, frankly, anything) into a gimmick.
💡ON OUR MINDS: PTFO About RTO
Nearly every organization around the world is still struggling with their return-to-office strategy.
Consider the LGBTQ+ dating app Grindr: The company implemented a policy requiring employees to be in one of three offices (Chicago, San Francisco, Los Angeles) two days a week. Employees were given two weeks to comply. After management laid down the law, 80 employees elected to resign, or nearly half of Grindr’s workforce.
Employee demands for greater flexibility and consideration continue to make RTO a hot button issue. And when not handled correctly, companies can face serious consequences for their reputation and business.
Corporate leaders need to set an example for RTO policy. This week, Boeing also earned some embarrassing headlines in the Wall Street Journal this week, reporting on the “loose” office attendance of their two top executives.
There’s no simple solution for returning to the office, and nearly every company will encounter some unique circumstance that needs to be addressed in their workplace. But neither dating apps nor legacy enterprises are safe from RTO fallout—it’s essential to proceed slowly, carefully, and deliberately.
🥊QUICK HITS:
In case you missed these reads.
Mongolia is experiencing an acute tourism surge following a government-sponsored digital marketing campaign aimed at travelers tired of overcrowded and over-curated destinations.
The FDA's looming ban on a common cold medicine ingredient has rattled pharmaceutical giants, sparking marketing chaos and consumer loyalty battles.
Moving pieces of prison journalism are showcasing how creative endeavors — from listening to Taylor Swift to playing Dungeons & Dragons – can be a root force of optimism and rehabilitation.
Thanks for reading,
HL
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