The CO effect is a trend that is redefining the world of work

After the pandemic, we can say that the opinion that life in society has changed is practically unanimous. This includes mainly the world of work, which has now had an avalanche of formats and modalities new to the routines of professionals and companies.

Rigid schedules, plastered offices and immutable hierarchies have become things of the past. These aspects have given way to a new reality, with much more flexibility and real connections. 

It is in this scenario of transformation that what I call has arisen CO effectand no, I'm not just talking about splitting a desk in coworking & D. although this market is one of the biggest examples of this phenomenon, as we'll see later - but something much bigger.

This concept is the strength of COlaboration, COnecton, COmsharing and work COm purpose. That is, we are talking about a change of mentality, which reflects the appreciation of experiences and sharing rather than the possession of material goods.

Impact on the market

To understand how the CO Effect works in practice, let's think of some “ritual”. We order cars by app, stay in a room rented per season, watch our favorite series on a streaming platform, learn a new language online, order food for delivery and even buy or sell clothes in an online thrift store. From Airbnb to Uber, Netflix to Duolingo, iFood to Enjoei, clearly sharing already permeates many aspects of our lives and, consequently, the market. 

Much more than working side by side, these flexible and collaborative environments are the essence of the business.The focus is on providing opportunities for customers and partners to interact and collaborate, ensuring that they are part of a community where networking is organic.

There, a marketer, for example, can receive valuable insight or a partnership proposal from another coworker in the area in a simple cafe. This sharing of common areas, events and even informal mentoring stimulate unique exchanges, which can give way to promising opportunities. 

That is, interaction is what guides the environment, not the bureaucracy of the corporate processes of everyday life.The people who are there, because they have multiple perspectives, skills and goals, create a true pole of diversity, a characteristic that is indispensable for a dynamic reality like the current one.

So it is not surprising that the CO Effect is growing with this business.Just to give a small proof of this movement, Fortune Business Insights reveals that the global flexible office market reached US$ 35 billion in 2023 and is expected to surpass the US$ 96 billion mark by 2030.

Responsibility of all

You can see that the CO Effect is not just any trend, is it? It is something that literally is leveraging careers, business and lives from a collaborative vision.

It is precisely for this reason that all of us, individuals and companies, need to act in favor of this idea. Social responsibility is organically integrated into the vision of sharing, motivating a conscious culture in several senses.

By stimulating models such as hybrid work, these spaces not only help companies save on their own infrastructure spending, but also boost productivity through optimization and sustainability strategies.

It is common, for example, to see initiatives to reduce energy and water consumption in these environments. Or even lectures and events to promote an ESG (Environmental, Social and Governance) culture, highlighting values that engage responsible entrepreneurship and care for the environment.

This sense of collectivity is what makes magic happen.May it be an invitation to embrace the new way of working, connecting and building the future, seeking solutions that are truly capable of dealing with the challenges of our time.