Workshop reflection: Old Virtues put to the test at BSGH – two workshops on February 25, 2026

On February 25, 2026, two practice-oriented workshops were held in Vienna to discuss the contents of the research project "Old Virtues, New Work." The focus was on the future scenarios developed in the project slides and the question of what role traditional work virtues will play in tomorrow's working world. The confirmation of participation and attendance list document the implementation and participation of representatives from the trade and craft sectors.

The first workshop was held with employees from the Federal Trade and Crafts Division. A second workshop took place in the afternoon—this time with employees from the Chimney Sweeps' Interest Group, the Hairdressers' Interest Group, and the Life and Social Counselors' Interest Group.

Criticism of the scenarios: too abstract, not concrete enough

The scenarios developed in the project were discussed intensively by the participants—but were predominantly assessed critically. A key point was that, from a practical perspective, the scenarios are located at too high a "meta" level.

Many of the developments presented were described as too abstract and not concrete enough. There was a lack of tangible examples showing how the changes described actually affect the day-to-day operations of SMEs in trade and crafts. The participants therefore wanted more operationalized presentations from which immediate options for action could be derived for businesses.

Gen Z and work-life balance: significant differences rather than generalized images

One focus of the afternoon workshop was the critical discussion of the findings on Gen Z (including expectations, motivation, communication, and workplace design). It was emphasized that, from a practical perspective, many statements only hold true if social and economic conditions are taken into account.

It became particularly clear that:

• Work-life balance is heavily dependent on financial leeway. According to the participants, the extent to which employees (and companies) are willing to live or demand work-life balance depends largely on whether the economic situation allows it (e.g., income level, housing costs, family obligations, work pressure).
• Differences between young people in large cities and rural areas were described as "significant": expectations regarding work, mobility, access to training and job opportunities, as well as everyday costs and living realities differ considerably.
• Social conditions (e.g., support from family/environment, educational pathways, stability, access to infrastructure) were also highlighted as crucial—and as a factor that can greatly relativize Gen Z statements.

This made it clear in the discussion that, from a practical point of view, there is no such thing as a uniform picture of "Generation Z"—rather, there are segmented life situations that give rise to different expectations and scope for action.

Skepticism toward benchmarking and cooperation

Another critical point concerned the concepts of benchmarking and increased cooperation between companies mentioned in the slides. During the discussion, it became clear that, from a practical perspective, these approaches can only work under very specific conditions.

In particular, it was emphasized that cooperation and the exchange of sensitive business information require a high degree of trust. Especially in the commercial and skilled trades sector, which is highly competitive, this trust cannot be taken for granted. Benchmarking is therefore not rejected outright, but is only considered realistic in very close-knit, trusting networks.

Growing uncertainty due to AI and digitalization

A third key topic of discussion was the role of artificial intelligence and digitalization. While the project emphasizes the opportunities offered by new technologies in combination with traditional work ethics, the participants also expressed significant concerns. In particular, they expressed concern that AI-based systems could significantly increase the potential for manipulation—for example, in terms of information, communication, or performance evaluations. This would lead to growing uncertainty in the world of work, posing new challenges for both companies and employees.

The importance of traditional virtues remains undisputed

Despite the critical discussion of scenarios and Gen Z attributions, there was broad agreement on one point: the importance of traditional work ethic was clearly confirmed by all participants.

Meaningful work (with visibility of the end product/service), trust, integrity, and mutual respect were highlighted as essential foundations for effective working relationships.