‘The new way to work’ is rapidly becoming a real trend in The Netherlands, with think tanks, diversity consultancies and even government campaigns now using the word. Initially the term indicated the new possibilities of outsourcing and flexible working from an employers’ perspective. However, the term is now coined by professional women who no longer want to follow into mens’ traditional full-time, 9-5, role models. Instead these women use new technology and legislation for part-time work to shape their own models of working in which they can be flexible as well as have a professional career, at their own pace.
Fiona McCarthy from The Daily Mail has certainly picked up on something as you can read in this article. I secretly believe there could be much more to this trend than the few examples they have found of working for Avon or Ann Summers.