Why companies coin names for their hybrid-work plans

Given the variety of approaches, it’s no surprise that the names used are all over the map. But language matters when companies implement change, experts say, as it gives people something to latch on to and identify with. — Photo by Štefan Štefančík on Unsplash

The big debate over hybrid work is settled: It’s here to stay. But how to brand the policy is a whole other matter. Employers are coming up with a whole new class of catchphrases to promote their flexible-work options, illustrating the various ways companies see the plans shaking out – and how hard it is to get them right.

Some, like "Flex with Purpose” at audit, tax and advisory firm KPMG, try to balance workers’ desire for flexibility with bosses’ need for control. Others, such as 3M Co.’s "Work Your Way,” put the individual at the center. A few, like "Amex Flex” from American Express Co., play off the company’s well-known brand.