Interbrand and Unyoked partner to create work in nature policy

The Nature of Creativity Report by Interbrand Australia and Unyoked

Nathan Birch: “The world of work continues to change for creatives, and not necessarily for the better.”

Interbrand is partnering with off-grid cabin company Unyoked to launch a work in nature (WIN) policy aimed at fostering creativity in businesses.

Interbrand’s chief executive officer Nathan Birch highlighted the need for change in the creative work environment, citing long hours and economic pressures as factors contributing to staleness.

The world of work continues to change for creatives, and not necessarily for the better. Long hours have led to staleness. Economic pressures mean a need to do more with less.

“Tech has people questioning their processes and validity. Maybe things need to change a bit, starting with the environment in which people create. This was the seed of our idea to test how and where creativity flourishes.”

Unyoked and Interbrand Australia 'Nature of Creativity' study

The decision is a response to the companies’ The Nature of Creativity report. Unveiled today, the study explored the question: can spending time in nature, and disconnecting from the normal ways of working, have an impact on our originality and creative output?

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Findings included less pressure led to increased flow, constraints sparked creativity, focused solitude built confidence, and embracing nature heightened experiences.

Unyoked and Interbrand Australia 'Nature of Creativity' study 2

Cam Grant, CEO and founder of Unyoked, added: “The creative benefits of time outdoors is something which, while not fully understood by most of us, can be a superpower if  you know how to use it.”

The study engaged employees from Interbrand’s design, writing, and strategy departments in solo trips to different Unyoked sites across NSW to work on client briefs. Participants documented their experiences before, during, and after their stays, with their creative output subsequently evaluated based strategic alignment and creative bravery.

One participant, Interbrand associate creative director Megan Schierhout, said: “Beyond the break from routine, the focus and clarity that came from a meeting-free day was a true luxury. Removing the usual distractions gave me the space to be more intentional with my time.

“But the most impressive thing to come from the study was the confidence our younger creatives found. With complete autonomy came a new level of bravery in their decision making.”

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