‘Society needs to change its KPI,’ Switch’s Luke Azzopardi warns

Luke Azzopardi, Marketing Manager at local digital marketing agency Switch, took to social media to pen a sobering message about the corporate world’s understanding of ‘success’.

“Society needs to change its KPI (key performance indicator). The current KPI is money. It’s what success or failure is measured by. Especially in business. The bottom line for nearly every company is just that. The bottom line. And it’s because of this that so many people are unable to live happy lives,” Mr Azzopardi began.

“Purely money-motivated companies are always going to take decisions that are ultimately anti-staff. And these companies are everywhere. This applies across brands, industries, and governments. Let’s start changing that KPI to something a bit more human. Quality of life would be a good start,” he added.

Mr Azzopardi has often spoken out in favour of practices that seek to better employee wellbeing.

Earlier this week, he took to LinkedIn to praise Switch’s annual three-day weekend experiment, noting how “that extra day can really make a huge difference to [his] motivation.”

This is Switch’s third trial of the four-day work week, with CEO Richard Muscat Azzopardi being a self-proclaimed firm believer in the benefits of this practice, despite the minor challenges that it may pose.

“Let’s share fewer quarterly earnings reports and more stories about how we are improving people’s lives,” Mr Azzopardi concluded his message.

The Marketing Manager joined Switch as a Digital Specialist back in January 2019. He held said role for less than a year before being promoted to his current position.

Before that, Mr Azzopardi built up a wealth of experience in the local marketing industry, having held related positions at the Malta Marriott Hotel & Spa and at CassarCamilleri Ltd.