
Consulente e Temporary Marketing Manager, sono specializzato nell’organizzare, gestire e…
Per me lo smart working esiste praticamente da sempre. Da quando ho una partiva iva, tre quarti del mio tempo lavorativo è da remoto. Mentalmente, la sfera “lavoro” occupa più o meno la stessa proporzione (ahimé).
In questo periodo mi sono dunque chiesto quanto l’aumento del tempo trascorso a casa sia un bene o un male. Perché se da un lato organizzare meglio il tempo mi consente di essere più produttivo, dall’altro la spinta a fare dell’altro è venuta parecchio meno.
Smart working buono e smart working tossico
La gestione del proprio tempo e il potersi organizzare le giornate con un buon grado di autonomia, è considerato il “pro” per eccellenza dello smart working. Quello che viene definito work life balance. È il lato buono dello smart working.
La completa autogestione nasconde però alcune insidie, che ben conoscono coloro che anche prima del Covid lavoravano già in remoto, alternando il tempo tra attività core (lavoro effettivo sul progetto, operativo) e soft (call, telefonate, gestione delle relazioni), più eventuali riunioni e presenza “fisica” presso il datore di lavoro / committente.
Abitudini che si intrufolano in modo naturale nella routine dello smart worker: saturare tutto il proprio tempo di task, incasellare una call dietro l’altra, controllare le email a orari improponibili, vivere-mangiare-riposare (e lavorare) nello stesso habitat. Una spina sempre attaccata. Potremmo chiamarlo il lato tossico dello smart working.
Tempo libero, dove sei?
Per esperienza personale, so che quella “spina” non viene staccata per due motivi: primo, abbiamo abituato i nostri interlocutori ad essere sempre reperibili; ad esempio se ricevo il whatsapp del collega mi sento in dovere di rispondere subito, per mostrarmi reattivo e presente. Secondo, più viscerale, è che vogliamo tenere attaccata quella spina perché ci fa sentire connessi, sul pezzo. Staccarla ci manderebbe out. È come togliere l’elettricità.
Non è tanto a mio avviso, una questione di FOMO (fear of missing out, la paura di sentirsi esclusi dalle cose), quanto un vero e proprio bisogno di sentirsi al timone, padroni del proprio destino. Qualcosa che ha più a che fare con la mania del controllo.
Forzarsi al riposo e ai tempi morti è, paradossalmente, molto più duro che permanere in uno stato di flow lavorativo.
E pensare che sin dall’antichità l’otium (dal latino: l’ozio) è considerato essenziale per il buon vivere e per quella che oggi chiamiamo produttività. L’otium era il tempo libero dalle occupazioni della vita politica e degli affari pubblici (che erano chiamati negotia – ovvero, letteralmente, non ozio).
La cura della casa, ma anche gli studi, il tempo libero, spensierato, privo di apparente ritorno di convenienza, permettono al nostro corpo di ricaricarsi e recuperare energia, creatività e motivazione. Che è anche il motivo per cui andiamo in ferie.
Non a caso, è la società produttiva di massa ad aver “inventato” il weekend: lo spazio libero per potersi svagare e rilassare, e per poter spendere il proprio reddito.
Smart working: la riduzione delle occasioni di consumo
L’ascesa in massa dello smart working e la condizione di maggiore (apparente) autonomia, potrebbe far perdere del tutto la capacità di non fare nulla, già rara, e messa a dura prova dalla pervasività delle tecnologie. Cosa che la vecchia divisione tra i tempi del lavoro e il “tempo di vita” consentiva di fare.
Lungi da me essere nostalgico del fax; però, il dubbio viene. Qualche giorno fa, nel solito servizio del telegiornale, ecco l’intervista a un negoziante romano alle prese con il calo di clienti. Dice: “lo smart working ci sta uccidendo”. La stessa cosa aveva già predetto il sindaco di Milano, Beppe Sala, quando subito dopo il lockdown disse “è ora di tornare in ufficio”.
Già, perché le persone, portate a lavorare in remoto, hanno radicalmente cambiato stile di vita, e in pianta ormai piuttosto stabile, preferendo uscire di meno – sia per timori di contagio che per la sindrome da “casa dolce casa”.
Allora, non è del tutto sbagliato pensare che lo smart working abbia un impatto diretto sui consumi, e che per certi settori questo sia abbastanza devastante. L’abbandono degli uffici e l’ascesa della home economy riduce le cosiddette occasioni di consumo. In gergo marketing, l’insieme dei momenti e delle circostanze in cui un consumatore può usufruire di un prodotto o servizio.
Con dei distinguo: il commercio al dettaglio perde parecchio, soprattutto nei grandi centri urbani, agglomerati di sedi aziendali e uffici, mentre i canali di vendita online recuperano parecchio terreno. Eppure l’e-commerce non è la soluzione a tutto.
Il paradosso del consumo nel tempo compresso
Se lo smart working riduce le occasioni di consumo perché mediamente le persone passano molto più tempo a casa di prima, portando a modificare, chi più chi meno, lo stile di vita, ecco che ci troviamo di fronte ad un grande paradosso.
Sebbene abbiamo tutto a portata di click (ogni bisogno è soddisfabile e ogni sogno è raggiungibile), manca proprio quel tempo libero necessario a coltivare idee, passioni e a generare quei bisogni che fanno circolare l’economia. Il marketing è sempre più bravo ad impacchettare e vendere soluzioni e sogni, recapitate direttamente a casa, ma il consumatore ha sempre meno tempo per pensare a cosa vorrebbe fare, e a goderne.
Il lavoro a portata di mano, le giornate iper-connesse e piene di task, riducono – se non annullano – il tempo libero, che nella società produttiva esiste (o esisteva) proprio per “consumare il reddito”.
Alla fine, questa mancanza di spazi vuoti, da riempire con l’ozio e con il “consumo”, dove ci può portare? Forse, ad essere più soddisfatti, perché ci sentiamo a posto con le “cose da fare” (percezione di produttività), ma meno felici, poiché abbiamo meno tempo di fare ciò che non sia, in qualche modo, collegato al lavoro.
Gli antidoti? Su Purpletude ne trovi diversi, ad esempio
– come ripensare continuamente ai propri interessi e talenti;
– come avvicinarsi (bene) al fare attività fisica;
– o anche capire cos’è realmente “il lavoro intelligente”;
– e organizzare meglio le proprie giornate di lavoro, per lasciare anche spazio ad altro.
Anche leggere degli articoli che ci diano qualche spunto per stare meglio è tempo libero… produttivo.
Cosa ne pensi?

Consulente e Temporary Marketing Manager, sono specializzato nell’organizzare, gestire e migliorare il marketing di piccole e medie imprese. Collaboro come docente di marketing con l'Università di Urbino e con MeliusForm Business School. Faccio anche parte di Warehouse Hub, organizzazione innovativa a vocazione sociale con sede nelle Marche.
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