Third Place in a New Normal: Research Podcast

Third Place in a New Normal: Research Podcast
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The COVID-19 outbreak and the emergence of Gen-Z eliminated the traditional work and learning practices. In the UK, young talents and professionals are searching for affordable solutions to socialize, learn, and work simultaneously. Due to the emerging trend, the concept of third places was introduced as a potential solution for the modern human capital of the UK. The work practices and ideas of third places are investigated by Mimoun and Gruen (2021) in a recently published research. The research highlighted on few essential takeaways for third place service providers in the UK, such as Homework Workspace (HW). The introduction of third places as a contemporary concept was the first takeaway. The authors stated that third places are designed as social spaces for students and employees. Through third places, students and employees could build strong networks, relationships, and professional communities while enjoying amenities offered in the servicescape.
Furthermore, the authors explored the commercial relevance of third places in the existing economic conditions. The authors argued that the rental expense is rising sharply in the UK. Small-scale entrepreneurs could not afford a private rental space to initiate a start-up. Third places are effective solutions for start-ups to connect with the marketplace, enjoy fundamental tools, access basic supplies, and build a community network in the process. Lastly, the authors explained the emerging concepts of customer-worker, which is essential for service providers like HW to understand before identifying a potential target market. Based on the takeaways, critical examination of the research findings, and identified trends, the podcast recommended necessary considerations, strengthening the servicescape for HW. One of the fundamental recommendations is an effective marketing communication. For the existing service providers like HW, it is essential to educate the potential target markets about the value propositions and benefits of third places, particularly during the COVID-19 outbreak nationwide.
Part 1 – Introduction
Fellow Students! Welcome to the first episode of "Third Place in a New Normal." As the world moves towards remote work environments and virtual reality, the need for third places for Generation-Z, also called Gen-Z, is increasing significantly. Bieber and Moggia (2021) identified that the world is transforming towards a gig economy that encourages self-empowerment, autonomy, and contemporary work practices among the Gen-Z. This episode will comprise of critical analysis of the research conducted by Mimoun and Gruen (2021). Arguably, the demand for third places increased, particularly among service-based economies, in the current pandemic outbreak worldwide (Tziner and Rabenu, 2021). The podcast will explore key findings and practical implications for Homework Workspace (HW), a famous share workstation provider to students in the United Kingdom (UK). According to the official website, HW is a flexible workspace and café designed explicitly for students offering adjustable desks, meeting space, phone booths, coffee, networking, and much more (HW, 2021). Let us proceed with the essential takeaways from our research paper.
Part 2 – Main Takeaways
The primary takeaway from the research paper is the understanding of third places or shared workspaces. Mimoun and Gruen (2021) explained that third places created a new value proposition for modern students and employees. Third places effectively create a social space that allows people to interact, network, and form communities. The authors presented third place as a combination of work and leisure. However, it is found that Mimoun and Gruen (2021) stressed more on amenities and leisure when defining the value proposition and ideology of third place.
Other researches are examined for acquiring a professional perspective to expand the understanding horizon of third places—for instance, research proposed by Migliore, Ceinar, and Tagliaro (2021). The explanation for third places in the paper was attractive compared to Mimoun and Gruen (2021). The research stated that third places are a source of hybridization for modern students and employees. It unlocks accessibility to multiple functionalities in the surroundings while creating a synergic outcome for the visitors. Migliore, Ceinar, and Tagliaro (2021) have a better value proposition when explaining the concept of third places to attract Gen-Z.
The second takeaway from the research conducted by Mimoun and Gruen (2021) is the commercial aspect of third places. The authors stated that approximately 4.8 million workers in the UK are self-employed at a small scale and find solutions for running businesses in an office-free environment. Moreover, since the rental prices are increasing in the UK gradually, small-scale entrepreneurs find third places an affordable option to initiate a start-up.
The analysis agrees with the commercial perspective of third places presented by Mimoun and Gruen (2021) in their investigation. The rental prices exceed the expectations of mass audiences living in the UK and intending for a start-up. Office for National Statistics (ONS, 2021) issued a statistical report on the increasing rental prices in the UK. While looking at the graph in Figure 1, a sharp rise in rental prices is observed for private spaces. So what should freelancers and fresh entrepreneurs do to overcome the challenge? Third places and shared workspaces could be the solution for the modern work environment in the UK.
The final takeaway of the research investigation is the emerging concept of customer-worker. The authors explained that a customer-worker is a white-collared individual that pays a service fee to a shared workspace and performs the following employment duties. The ideology of customer-worker is becoming popular among British youth since the trend holds relevance with Gen-Z's psychological and personal values (Mimoun and Gruen, 2021). By understanding customer-worker, Gen-Z was ready to adopt the social distancing concept before the COV...