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When five of the world’s top occupiers sit down together to reveal exactly what they are looking for from their workplaces of the future, everyone listens. 

This was certainly the case at CREtech New York last month when delegates swarmed to the main stage to hear from Salesforce, Pfizer, Comcast, McKesson and Interpublic Group of Companies on what the right spaces, wider geographical locations and contract terms look like for them. Not just now, but for, “tomorrow and beyond.”

As far as market intelligence goes, it doesn’t get much better. As the real estate sector races to evolve, adjust and reposition to attract the top firms and retain the best talent off the back of a period of unprecedented, industry-wide change, the question of what occupiers want has never been more pertinent. 

What better way to pull together some answers to that all-important question then use this CREtech, Curated newsletter to round-up the key takeaways from the New York main stage occupier session? Gold-dust content delivered straight to your inbox. Consider it an early Christmas present. 

The buildings and beyond 

One of the first questions posed to each of our occupiers was ‘what does flight to quality look like to you?’ The last two words of that question are where the all-important nuance lies. We all know that the pursuit of the best possible spaces and places is a significant trend, one that gets discussed at great length. But no two occupiers are the same. Different businesses have different needs and requirements. So, how much does the definition of quality diverge and fluctuate between them?

The answer, somewhat confusingly, is simultaneously very much and not at all. The former because the requirement for buildings that match and support individual cultures and brands has never been more important – “our offices need to be a physical representation of our own individual culture,” said Elaine Schultz, Salesforce’s VP of Workplace Services Americas – and the latter because, at the highest of levels, there are certain key elements that everyone is looking for – namely flexibility, location and tenant well-being. 

But do these overarching must-haves look the same for everyone?

Pfizer’s Lead Counsel, Global Real Estate & Workplace Strategy Laurie Rothenberg said, “For us it is not so much a flight to quality but rather an expansion of the definition. As a pharmaceutical company, we have always had very high health and safety and security standards but now, flight to quality increasingly includes the colleague experience. We need to give them the opportunity to connect and work through their day in a way they feel engaged and productive. This means making sure spaces are sustainable and that well-being is promoted, both within the space and outside in relation to the surrounding community. The right location needs to be safe, vibrant and one that is good for commuting.”

Rothenberg's point about a building’s surrounding location was echoed by all four other speakers on stage, two of whom were able to give recent examples of deals that have been led by a building’s location. 

“Location is very important,” said John Bullen, executive director of real estate at Comcast. “In France we recently did a deal where we downgraded the building quality slightly to move from an area that was less expensive on the fringe to the CBD in order to get people closer to customers and improve commuting times.”

Gerry Lifrieri, director of international real estate at Interpublic Group of Companies had a similar story to tell. “Most of my portfolio is international and we always look to accommodate where people are coming from and going to. Flight to quality can mean the emergence of a different area where more people are gravitating. Take London where, traditionally, we were more central and west London-based. Now most of our agencies are in east London.”

For Frank Cuevas, VP of Global Real Estate at McKesson, location is also crucial – mainly down to the role it plays in supporting employee wellness. “As a healthcare company, well-being is something we really double click into. Fresh air, the right quality of food and beverage and a number of different elements will contribute to employees’ good health, including the surrounding neighbourhood. Where you are and how that surrounding location brings people together is so important.”

Psychological safety 

Cuevas expanded his point around employee wellness by adding that spaces themselves need to have a “big focus on mental health.”

Pfizer’s Rothenberg agreed. “People want balance,” she said. “As we talk about mental health, there is a need for spaces that provide psychological safety so you can bring your whole self to work. You are not checking your personal life at the door now. People need spaces to be able to support them throughout their entire day and, as a result, their lives. So, you may have personal things you need to do throughout your day in between work. Amenities that make those personal life aspects easier like break-out space for a private call to, say, the doctor are all part of what makes a good, futureproofed space.”

As to whether the pandemic - where we spent so long living lives where the two worlds of work and home so dramatically collided  - has fuelled this seemingly increased need for balance, Rothenberg said it has always been a requirement. But now it is one that is actually spoken about. “It has always been the case that we have needed balance but now it is actually accepted. I used to go to work and never talk about the fact I had children. Now I feel like I can do that.”

The many facets of flexibility 

Little surprise that flexibility was one of the other overarching elements of a space that would be defined as quality in the eyes of the occupiers. But, like so many of the discussion points among the panel, there is no one definition. 

For Salesforce’s Schultz, the right building allows flexibility to ensure it can be moulded into a space that reflects the company brand and culture. “For us, we need to be able to walk in and envisage our brand there. Can we see where we are going to put our Salesforce Innovation Center? Are we seeing enough in the quality of the building to support what we need? Flexibility is absolutely key.”

It is also key in creating a space that works across generations, adds Lifrieri. “If you are designing space for Boomers instead of Gen Z, you are going to have a problem,” he said. “If you are designing for millennials but are not taking into account what Boomers, Gen X and Gen Z want, you are going to have a problem. You have to take into consideration and understand what everyone needs. And you need a space that can support that.”

And while flexibility of space is important for Comcast adds Bullen, so too is contract flexibility. “Business and the attitude of the work force is changing,” he said. “So, a focus on shorter terms, flexibility and expansion to allow us to right size is crucial.”

You can see why it was a packed-out session. Five occupiers, 45 minutes and a plethora of market insights which we are, predictably, unable to capture in their entirety here. 

Worry not, though. You can watch the full session here along with coverage of all of our CREtech New York content. I urge you to check it out. From Jamestown’s Carrie Denning-Jackson and Habitable’s Gina Ciganik’s brilliant fireside chat on driving the future of healthy places to deep dives inside some of the US’s biggest real estate companies including BXP and Rudin, this is actionable insight at its best. 

Save the date for CREtech’s 2025 events! 

On July 1, 2025, we’re heading to London for Europe 2030: Future of the Built World, a brand-new event exploring the next era of real estate innovation. Then, on October 21-22, 2025, join us in New York for CREtech New York 2025, the premier gathering of tech providers, real estate innovators, and investors shaping the future of the built world. Don’t miss your chance to connect, learn, and lead—be the first to register and unlock exclusive savings when registration opens soon! Let’s shape the future of real estate together.

- Emily

Emily Wright

Head of Content

CREtech

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