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Alicia Navarro, CEO of FLOWN, discusses why virtual co working platforms are going to become critical for businesses this year, not just when it comes to combating employee loneliness and isolation, but also, as a major productivity driver.
The way we work has undergone a big shift, with remote and hybrid models now firmly entrenched in the workplace. According to Buffer, the number of fully remote workers surged from 49 per cent in 2022 to 64 per cent in 2023 – a dramatic increase that shows no signs of slowing down (despite murmurings from big businesses about getting people back in the office).
While these changes bring impressive flexibility for employees and substantial cost savings for businesses, they also bring with them a significant hidden cost: rising isolation.
As traditional office interactions are much less common, businesses are facing an urgent challenge: how do you keep employees connected, motivated, and productive when they are mostly working alone? To succeed in this new era, businesses must rethink how they foster collaboration, nurture company culture, and inspire creativity.
Isolation isn’t just an emotional burden, it’s a productivity killer. Numerous studies highlight the harmful effects of loneliness, including decreased focus, lower motivation, and a growing detachment from one’s work. For remote workers, the absence of spontaneous conversations, casual lunches, and impromptu brainstorming sessions creates a vacuum that’s tough to fill.
This sense of disconnect has serious mental health consequences. The World Health Organisation has recognised workplace mental health as a critical concern, with stress and burnout affecting millions globally. Remote work has only intensified these challenges, as the boundary between work and home becomes ever more blurred, leaving employees feeling like they’re always “on.”
The critical question businesses face is this: How can we address this rising disconnect without sacrificing the flexibility and efficiency that remote work provides? For me, the answer lies in leveraging technology to recreate the sense of community and structure that physical offices once provided.
One emerging solution gaining traction is body doubling. This technique, initially popularised within neurodivergent communities, involves working in the presence of another person to stay focused and on task.
Today, virtual coworking platforms have adapted this concept for the modern workforce, offering virtual focus rooms where colleagues can work alongside each other in silence, even if they’re physically miles apart. These platforms create an environment where people can share goals, celebrate small wins, and experience the subtle social accountability that drives productivity.
But body doubling tools do more than combat loneliness; they provide a structured, supportive work environment. For many remote workers, knowing they have a set time and space to focus – even virtually – can help them overcome procrastination and tackle challenging tasks. For companies, the rewards are clear: more engaged employees who feel connected and empowered to perform at their best, all while maintaining the flexibility that remote work affords.
As businesses navigate the complexities of remote and hybrid work, they’re beginning to realise that building an effective remote work culture is not just about the occasional virtual team social, but embedding company values around team work, delivering outcomes, and innovative thought into the actual remote working practices.
Investing in tools like body doubling demonstrates a commitment to supporting not just output, but the people behind it. Body doubling can be a core element of a remote work culture, tying together productivity, team cohesion, and the importance of deep work for innovation.
Looking ahead, it’s clear that the future of work won’t just be defined by where we work, but by how we work. The shift to remote and hybrid models has unlocked new possibilities, but it has also thrown up new challenges.
In an age where isolation is becoming all too common, the need for connection has never been more crucial – and body doubling is just the beginning. As these tools continue to evolve, they hold the potential to reshape how we think about productivity, collaboration, and community.
For businesses, embracing this technology isn’t just a smart strategy for improving performance, it’s a commitment to building a healthier, more connected workforce and remote culture.
