AFFINITY’s brand purpose is “to relentlessly champion the power of thinking”, however, COVID-19 lockdowns created new barriers to living by this moto. This was particularly the case with regard to an increased frequency of zoom meetings, so AFFINITY introduced Thinking Thursdays. This encompasses a ban on meetings on Thursdays to enable deep and uninterrupted thinking time to drive optimal productivity, original ideas and other positive workplace outcomes.

Following the launch of the initiative, 84% of the team reported higher focus levels, 100% reported reduced interruptions and 83% reported improved mental wellbeing at work.