SAN FRANCISCO—Approximately 40% of all Americans between 18 and 36 prefer an urban setting, which will impact the future of work. That is according to speakers at the upcoming Worktech14 West Coast conference, an event which focuses on technology, innovation and new ways of working and will bring global best-practice, thought-leadership and case-studies and share ideas that are shaping the new world of work, will impact the future of work.

When asked what were the main challenges facing corporate occupiers today, speaker Bryant Rice, founder and principal of Equal C, said that “Differentiation is the most elusive of characteristics. How do corporations communicate the relative value of participation, as a client, partner or employee to their respective markets, how do they align with brand to create a meaningful experience to all their stakeholders?”

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