New America
"Time For" Campaign: From Idealized to Real Worker Norms
A multi-city initiative to replace "idealized worker" norms - always available, no outside responsibilities - with "real worker" norms that recognize employees as whole people with lives beyond work.
The "idealized worker" - always available, unencumbered by life outside work - remains America's dominant workplace norm, penalizing women most. "Time For" builds "real worker" norms where having a life is the default: schedules designed around human needs, flexibility that's collective rather than individually negotiated, and caregiving treated as expected, not exceptional. Through place-based transformation combining public narrative campaigns, employer consulting, and rigorous research, we'll shift workplace culture across two mid-sized cities while producing toolkits for national replication.
Primary Barrier
Inflexible Workplaces
Location
District of Columbia
Solution Region
Nation-wide
Community Type
Urban
Annual Operating Budget
$25.1 to 50 Million
