Let M.E Work Remotely

Remote Working

Is seeing believing? 

It’s one of those well-known phrases we hear all the time. In a world inundated with misinformation and edited realities, seeing something with our own eyes goes a long way towards validating its existence. 

It is estimated that 70-80% of disabilities are invisible. M.E, also known as Chronic Fatigue Syndrome, is one of them. To an outsider, the sufferer may look perfectly well, healthy, vibrant, even. 

It’s incredibly hard to comprehend something you can’t see. I guess this is the first thing M.E and ‘working from home' have in common, because if you’re working from home, surely you’re just putting your washing on, walking the dog or scrolling Tiktok? Right?

For over fifteen years, I've endured the "lazy" stigma that goes with my M.E. diagnosis. There is still a long way to go with this narrative, and unfortunately, this sentiment is still shared by many in high-powered positions within the business world whose opinions carry significant weight.

Articles describing specific roles as ‘Lazy Girl Jobs’ published by the likes of Forbes, along with high-level employers branding remote workers as “layabouts,” only add fuel to the notion that working from home is merely for the ‘slopey-shouldered’ amongst us. 

Last month, the new Flexible Working Bill became law, pushing for greater control for workers over their working hours from day one of their employment. You might have heard about this because it’s caused a bit of a media stir, causing many debates around hybrid and remote working arguments. As somebody who regards remote working not merely as a luxury, but as a lifeline, I finally feel compelled to speak up. 

Before I begin, let me clarify that I am not anti-office by any stretch. I've experienced the highs and lows of office life, the learning opportunities, collaborations, and friendships it brings, but it is, by no means, a ‘one size fits all’ solution. Navigating the workplace with a chronic condition can be close to impossible, so the question arises, why is it that many in business still view remote working as simply a perk to lure in the ‘Gen Z’ into employment? 

So here is my story. 

What is Chronic Fatigue Syndrome?

 I was diagnosed with ME/CFS at the age of 11 following an ear and throat infection, and my life was changed forever. 

ME/CFS (Myalgic encephalomyelitis/Chronic Fatigue Syndrome) is a chronic and complex medical condition that affects multiple systems within the body. It was first identified in 1934 and is recognised by the World Health Organization (WHO), NHS, and the Department of Health as a ‘Post-viral Fatigue Syndrome' and as a neurological condition. The main symptoms of ME/CFS include chronic pain, sleep difficulties, brain fog, sensitivity to light and sound, and, above all, debilitating fatigue. 

One of the hardest things to accept as an M.E sufferer is that symptoms come and go, improve or worsen, all with little to no warning. You can function ‘fine’ one day, and the next find yourself asleep for 16 hours, unable to wash or get dressed. Unfortunately, ME/CFS has no straightforward tests in order to diagnose the condition, no effective drug treatments, nor, most concerningly, no cure.

Making M.E Work 

The following guidance, buried in the deepest, darkest depths of the Internet, is intended to help sufferers and support employers in understanding how to accommodate people diagnosed with the condition.

 The Employment Guidance from the M.E Association states, “ME/CFS or ‘Long Covid’ might allow you to keep working, although you will probably need to reduce hours or rearrange your life to allow time to rest in the evenings and at weekends. But most people will experience a moderate to severe form of disability at some point, and this is more likely to render them unable to work.” (p.17)

 Further insight from 'Occupational aspects of managing chronic fatigue syndrome/myalgic encephalomyelitis' details the legal obligations outlined in the Disability Discrimination Act 1995. 

 These may include measures such as:

·  changing locations of work

·  Working from home

·  modifying work hours

·  reducing workloads

·  Reducing physical tasks

·  making provision for a wheelchair

·  Flexibility in working patterns

My experience of chronic illness at work

Throughout my childhood, I dreamt of working in the film industry. I dreamt of marketing films out of Pinewood Studios and working with a team of creatives. However,  I was often reminded of the significant amount of stamina required to work in such an industry. Not something you wish to hear when you have just been diagnosed with Chronic ‘FATIGUE’ syndrome! 

Faced with this harsh reality, I embarked on a gap year at the age of eighteen, determined to explore alternative pathways that would allow me to pursue my passion for marketing within the film industry.

 I was thrilled and yet simultaneously nervous when I made it to the final round of a marketing apprenticeship at a large media company in London. Deep down, I knew that if I were to be offered the job, I would be obliged to disclose my medical condition. I feared that my prospective employer wouldn’t understand my condition and would, therefore, judge me unfairly despite me having made it as far as the other candidates.

The prospect of managing an extensive commute to London (over an hour each way), working eight hours, and maintaining a social life in London was suddenly overwhelming. I had to question whether I could cope with such a lifestyle while adapting to the limitations associated with the condition. In hindsight, I am relieved that someone else got the job, and I didn't have to manoeuvre my way around those difficult conversations. 

I would like to point out here that the employer did not indicate at any point that my condition would hinder my chances of obtaining the job. I decided to pursue another opportunity whilst I worked on my medical limitations. I had mentally given up on the idea by the time I got on the train to come away from my final interview, the constant echo of sceptical medical professionals and peers asking, “Can I catch what you have?” and “Isn’t nice to do nothing all day” in my mind.

Graduation: Loughborough University

Going to university felt like the safest way for me to challenge myself and see how much I could achieve without risking a severe relapse, which could leave me bed-bound again. Therefore, in 2017, I enrolled at Loughborough University. On reflection, the degree wasn't easy, throwing up the same challenges around workload and balance that work would also eventually offer me. Still, I can now appreciate that it was the best decision I could have made for myself, as it gave me a new insight into what was possible, and what was not,  without compromising my physical health.

 Then COVID happened … 

 Surprisingly, one of the few silver linings of the COVID-19 pandemic was the shift to "WFH", being the ‘new normal’ for the vast majority of the population. Suddenly, any apprehensions about approaching the topic of remote working were alleviated by the dramatic shift to remote work induced by the pandemic. 

 Thomas Foley, executive director of the National Disability Institute, highlighted that workers with disabilities had long advocated for remote work opportunities, only to find these requests resisted by many companies. He told Axios Closer, “During the pandemic, when "we all realised that ... many of us could work remotely ... that was disproportionately positive for people with disabilities."

So what happened next?

Throughout the COVID-19 pandemic, I was employed full-time, learning the ins and outs of the job almost entirely from a distance. It wasn't until nearly a year later that I returned to the office full-time. While I enjoyed the fostering team spirit and promoting aligned working, the toll the office life took on my health was profound.

So you’d have thought that this ‘new normal’ would be here to stay. The new normal that witnesses employees hitting deadlines and working longer hours while employers save on office rent, heating, and, of course, fancy coffee. Surely it was a win-win all around? 

Wrong. The anticipated remote revolution failed to materialise, and soon enough, we were all being ushered back to our desks and to the murky world of office politics. This, for most, would be a mild inconvenience, but for me, it was an anxiety-inducing prospect, after having felt like my ideal working conditions were understood. 

Following the forced return to office life, the most visible result of not being able to work from home was crashing onto the sofa with a migraine as soon as I walked through the door. I now had to cut out parts of my social life at the weekends to recover from my week’s work, and I would constantly worry that I would need to rest for the whole weekend to be ready to function on Monday. 

Was this to be my life from now on until I either relapsed or retired?  

Brand Workshop with FSB

Fighting fatigue through flexible scheduling

 Five days before Christmas in 2022, the agency I worked for went into administration, leaving me with no choice but to reassess my career path. Although I had deliberated about becoming self-employed before, the timing suddenly felt opportune.

Since that decision, being my own boss has taught me the importance of managing my workload and my energy levels. My aim now with Boughton Marketing is to strike a healthy balance between serving my clients more efficiently and safeguarding my own health.

Whilst self-employment has been a lifesaver for me, it shouldn’t be the only way for those with chronic illnesses to participate in the workforce. 

We must continue to push for flexible working conditions and environments. 

Treating all employees with trust, patience, and a sensitivity to their needs would make an enormously positive contribution to the individuals and the economy.

So, what can employers do to help?

• Part-time hours may be a solution for many people. Don’t assume people’s reasons for doing so. Instead, permit them to explain their reasons to you (if they can) on request.

• Be transparent about your policies. Please don’t advertise a role as remote if you are not willing to offer it as a realistic option.

• Even if you have preconceptions about the Hybrid/Remote policies, take the time to understand why this is important to your staff and consider whether their job can still be completed effectively.

• Please reconsider your wording in job adverts and interviews. Working from home should not be seen as a ‘perk’ for all, so please be careful how you write the job description. 

This was written for M.E Awareness Week 2024.

13 Branding Lessons We Can Learn from Taylor Swift

Fun fact about me. Or not so fun… I wrote my dissertation on the marketing machine that is Taylor Swift. From her country roots to becoming a global pop sensation, we'll explore how she strategically used visuals to connect with her audience and build a powerful brand.

1.     Embrace Opportunities:

Swift's success journey began at 15, signing a recording contract with an newly established independent label. Embrace opportunities that come your way, no matter how small they may seem.

2.    Constructing a Personal Brand:

Swift's use of visual communication and branding strategy played a significant role in building her personal brand. Recognise the power of visual elements in shaping your brand identity.

3.    Reflective Analysis:

Reflect on your brand's online media coverage, interviews, and feedback to gain a deeper understanding of your audience and refine your branding approach. Taylor Swift's strategic use of negative press to her advantage, exemplified in songs like "Mean" and the album "reputation” resonated with her audience to remain relevant and resilient.

4.    Transitioning and Reinventing:

Swift has become known for creating an “era” for each album, partly by changing the visual looks and tone for every release. Swift's successful transition from country to pop music highlights the importance of adapting and reinventing your brand to stay relevant in a changing market.

5.    Location Matters:

By aligning her brand with the music hub of Nashville, Tennessee, Swift strategically associated herself with Country music's heritage, bolstering her initial brand identity. When she ventured into Pop music, she relocated to New York, changed her look to shift the young Country star image. Consider the significance of location when aligning your brand with specific themes or genres.

6.    Collaborative Brand Management:

Taylor Nation, Swift's PR firm, played a pivotal role in managing her brand effectively. Learn the value of collaboration to strengthen your brand's presence.

7.    Understanding Brand Value:

Explore how brand value is established and identify the characteristics, methods, and values that define your personal brand. Swift, has never been afraid to embrace her girl next door image, crazy cat lady persona or lover of glitter and sparkly things.

8.    Connecting with your Audience:

Swift's album visuals extend to stage design, creating a consistent and immersive brand experience. Exemplified by the Pixmob wristbands (see image), individual glowing wristbands that would beat in time with the music fostering a sense of belonging and connection with her audience.

9.    Embracing Change:

Evaluate the risks and rewards of changing your brand image and be open to embracing change if it aligns with your artistic growth and audience preferences. Swift did this with the album ‘reputation’ killing off the ‘old Taylor.’

10. Utilising Visual Elements:

Pay attention to visual elements like cover designs, music videos, and tour visuals to create a consistent brand experience and engage your audience. I have always believed if you remove a logo from a design and you can still recognise the brand, you are doing something right. Swift in 2019, removed her name from album covers, and later for her re-releases of past album, such as Speak Now, she removed the title as well, relying on her visual identity from the eras created previously.

11.   Brand Alignment:

Use partnerships aligned with your personal brand values. For example, Swift’s collaboration with Fujifilm to produce limited-edition Instax Square SQ6 cameras in 2018, reinforced her personal polaroid pictures seen in the 1989 album cover (2014), allowing her to authentically endorse products, ensuring brand consistency and credibility.

12. Nurturing Brand Loyalty:

Utilise branding strategies that foster brand loyalty and connections with your audience and stakeholders. Take cues from Swift, who engaged fans through initiatives like 'Secret Sessions,' inviting them to her home for album previews, and actively listening to fan feedback. Swift's decision to release the original 10-minute version of her popular ballad 'All Too Well' in 2021, during the re-recording of the 'Red' album, served as a gesture of gratitude to her fans and further strengthened their bond with her brand.

13. If you're still sceptical about Swift's branding brilliance, delve into the Ticketmaster law case and form your own judgment.

If you would like a chat about your branding journey or just a chat about Taylor Swift, get in touch.

Brand Next 2022

“80% of a product's environmental impact is determined at the design stage." Minnie Moll, Chief Executive, Design Council. Now that makes quite an impression as, much as I love an infographic, that statistic is quite worrying.

In June, I attended the first Brandland and Creative UEA conference in Norwich. Brandland was created to celebrate Norfolk’s rich brand heritage and continued innovation. The first event on 22nd June, ‘Brand Next 2022’, highlighted the importance of the role branding can play in the race against climate change. The conference was incredibly insightful with an inspiring Keynote from Minnie Moll, which came as a bit of a wake-up call!

The debate for the afternoon was 'Can branding save the planet?'

Here are my key takeaways from the event.

1. Power comes with responsibility

As brands, we have a responsibility to control the messages we put out. Millie Moll leads the Design Council mission: Design for Planet and highlights that with power comes responsibility. As brand creators and marketers, we have the tools to motivate and inspire to change behaviour. But it doesn’t have to be miserable!

We have all seen the news, the landfill and plastics in the ocean, and the powerful footage from the Attenborough Effect to argue the need for change. It is our job now, as members of the public, as creatives, marketers, designers, and brand owners to collaborate to drive action and inspire a positive change in behaviour.

2. Transparency

“If you don’t know what to say - don’t say it.” (Moll, 2022) The topic of sustainability is complicated and complex, and often as marketers, we must admit as much as would like to have all the answers, often we don’t! Sustainability is an ever-changing subject and governments, and scientists are still searching for answers.

So, are we educated enough to be as transparent as we would like? The term transparency was mentioned regularly throughout the day and the need for honest communication both internally and externally to avoid sidestepping the truth. Emma Watson, Owner of Children’s accessory brand Little Hotdog Watson argued that brands need to be compassionate and have an opinion to be transparent.

Therefore, highlight what you are proud to be doing and what you are doing next to achieve your next step in your journey.

3. Credibility

This leads me to credibility. When working with brands, building trust with your audience is vital. Thomas Panton, the founder of Greenr, a Sustainability Service Platform highlighted the importance of backing yourself up with credible information. And if you can’t right now, give yourself and your audience the opportunity to learn.

4. Need for inclusivity

Sustainability often comes with a premium price tag. In the conversation ‘How branding is changing culture,’ Elma Glasgow, Co-director of Aspire Black Suffolk CIC, a trainer provider in diversity and inclusion argued the importance of addressing sustainability and inclusivity right at the beginning of the branding conversations.

Going back to Millie's statistic that 80% of the environmental impact of the product is determined at the design stage, these conversations need to happen in the preliminary stages to make an inclusive and mainstream ‘good choice’ affordable to all.

5. Give the planet a chair at the table

Rob Davies, Founder, of the marketing agency ONEONONE Communications compared this idea to a persona or fictional customer cut out at the boardroom table. As communicators, we have the power to control the messages we put out into the world and now more than ever need to think about how the planet will be impacted by our work, alongside the intended target audience.