Mellow’s Alex Norovyatkin on Remote Work & The Happiness Trap

Work is changing faster than ever, with new generations, expectations and technology reshaping how and where we work. But what does the future of work really look like, and how can companies avoid falling into the “happiness trap” of flexibility without structure?In this episode of Made in Cyprus, we sit down with Alex Norovyatkin, Head of PR and Brand at Mellow, to explore how organisations can thrive in a world where remote work, freelancers and gig economies are becoming the norm. Alex shares how Mellow is helping businesses hire, contract and pay flexible workforces in over 100 countries, all while navigating the challenges of culture, communication and brand trust.We dive into the cultural shifts brought by Gen Z, the balance between office and remote work, and how AI is shaping the jobs of tomorrow. Alex also reflects on why brand has become non-negotiable for growth and how Mellow is carving out a unique space in the crowded future-of-work landscape.Whether you’re a business leader, an HR professional, or simply curious about what comes next for the way we work, this conversation will challenge assumptions and offer fresh insights.Brought to you by Factory39 and Martin Zarian.