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The Great Discontent

Peter Buell Hirsch (Department of Communication Studies, Baruch College, New York, New York, USA and Ogilvy Consulting, Ogilvy Group, LLC, New York, New York, USA)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 28 August 2021

Issue publication date: 1 December 2021




The purpose of this viewpoint is to examine the reasons why so many employees around the world are choosing not to go back to work as the COVID-19 pandemic eases.


The viewpoint is an overview of the various viewpoints expressed on this topic and the author’s perspective on the most likely reasons and what companies can do to prevent this “discontent” from spreading.


Companies need to carry through on their newfound commitment to citizenship and purpose beyond shareholder value to find a new capital/labor equilibrium.


While individual views on this topic have been covered, this is a comprehensive perspective and recommendation on dealing with the issue.



Hirsch, P.B. (2021), "The Great Discontent", Journal of Business Strategy, Vol. 42 No. 6, pp. 439-442.



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