People’s desire to work in places that nurture them both professionally and personally has grown strong enough that top managers are being forced to adapt and give them what they want, says Kevin Ratner of Forest City Enterprises, one of the country’s largest developers.
“Why did Google buy up half of Venice? They want the environment, the vibe of Venice,” Ratner says of the Los Angeles neighborhood. “Now the workforce is driving company location instead of the boss.”
There will always be demand for offices, Ratner says, even though the nation’s white-collar workforce is changing to what some observers call a human cloud.
“Heads-down time you could do anywhere, but if you want to run ideas past people and get inspired, you don’t do that by yourself,” he says. “People want to be around other people who are active and energetic.”
©2013 Los Angeles Times
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