A recent online workshop hosted by Northumbria University and attended by
over 50 coworking operators, policy-makers and researchers has revealed a
number of interesting working trends that are likely to shape the future of
rural communities.
The findings come from research by the RCoS Project team of Professor Gary Bosworth & Professor Jason Whalley of Northumbria University; Polly Chapman, Impact Hub; Dr Anita Füzi, Private Consultant; Dr Ian Merrell, Newcastle University and Dr Emma Russell, University of Sussex.
Coworking, the practice of working
from a shared office space, can reduce commuting while still allowing people to
separate work and home life. Venues
provide access to reliable, fast broadband connections, printing facilities,
meeting spaces and other features that we might not have in our own homes. While
these functional values are relatively easy to provide, the softer and
intangible features that build a sense of community are also critical success
factors for rural coworking.
Traditionally, coworking has been
associated with freelancers, often in the creative and digital sectors of the
economy, and usually based in bigger cities. Professor Bosworth explained that, “rural
areas now host a great diversity of coworking venues with a range of business
models. Some are small, community-run
groups with spaces designed to feel homely and relaxed; others are more outward
facing, trying to capture new professional in-migrants or visitors to rural
areas”. Public sector models are
more likely to incorporate business incubator services and training events
while community models include mixed uses from cafés and art galleries to music
lessons and wedding fairs.
This diversity can be a real strength
for rural areas as coworking will reflect the needs of local people and
stimulate new community-oriented networks. Coworking communities can strengthen the external identity of their towns
or villages too. However, diversity
could become a weakness if it results in a heavily fragmented rural coworking
sector or if some people feel their needs are poorly served by a distinctive
local venue. Furthermore, if homeworkers
as well as freelancers increasingly engage in coworking, employers’
expectations for a certain type of workspace with particular facilities might
lead to greater pressure for standardisation.
A common benefit of coworking is that
it can reduce the need for travel, reducing carbon emissions at the same time
as reconnecting rural communities. Professor
Whalley observed that, “while it may seem
ironic that the demand for superfast broadband connects people within a place, this
is one of the results of coworking – people coalesce around shared needs.” Coworking saves money and time through reduced
commuting while maintaining social interactions and creating new network
links. Dr Emma Russell, an expert in
work-based wellbeing, explained how “Coworking
has the advantage of promoting a healthier work-life balance allowing the
separation of home and work spaces.” The opportunity to interact with nature during a lunch break or to work
flexible hours to accommodate family responsibilities or leisure demands can
enhance users’ wellbeing. In particular,
the flexibility for parents to work around childcare commitments can help those
returning to work after maternity or paternity leave.
While the Covid pandemic has hit the
sector with reduced occupancy and a suspension of in-person events, those that
have weathered the crisis and upgraded their online presence are now well
placed to support new rural working practices. The extent to which these become inclusive, dynamic and entrepreneurial
spaces will depend on the make-up of the community that comes together and the
efforts of coworking operators to reach beyond their own four walls to
stimulate exciting initiatives and venues with a broad appeal. Hopefully our
workshop has laid some important foundations for collaboration among academic
and industry stakeholders that goes the heart of the new ways of working
emerging from the pandemic.
Jane Sartin, Executive Director
of FlexSA, added to the optimism, commenting: "Coworking was already growing in popularity before the pandemic,
but the changing nature of how and where people have since been working is
increasing interest in it. As new models
of coworking emerge across rural areas, we look forward to being part of
continuing collaboration with researchers, operators and policymakers to
support sustainable growth across the sector"
The research was funded by the Digital Futures at Work Research Centre, supported by a grant from the ESRC.
