The post-pandemic workplace is fighting hard to remain relevant and keep its employees present and engaged. Securing an employee’s time is one thing, but in order to truly thrive as a business and resonate with your workforce, your corporate culture and values should be closely aligned to that of your employees, particularly if you want to avoid your employees suffering from a kind of burnout called ‘misalignment burnout’.

While many of us think of brands as static identities that never change, the truth is that they are constantly evolving and fine-tuning their voice, values and behaviour. This happens as the business behind the brand matures, inviting product and purpose to partake in a delicate dance between establishing who they are and what they do differently to everyone else, all within an ever-changing environment.