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The biggest accounting firm in the U.S. just announced a major structural reset: PricewaterhouseCoopers (PwC) will now only hire new associates in its advisory division to work out of 13 offices, down from 72. Yolanda Seals-Coffield, chief people and inclusion officer for PwC US, confirmed the decision to Business Insider, explaining that the move aims to foster a sense of community among workers. “The idea is that we want to bring people together in a connected way for those first couple of years,” Seals-Coffield said. “You may start in Atlanta and then say, ‘Great, I’ve got my two years of experience. I want to go work in Alabama, which is where I’m from and where I really want to work,” she said. The slimmed-down choice of locations isn’t the only major change hitting the company. In recent years, PwC has delayed start dates for some entry-level consulting hires. And in 2025, it became clear that landing a job at the firm straight out of college would become more difficult; it announced it would recruit a third fewer new graduates by 2028. The company has also been making major shifts toward upskilling its workforce in the era of artificial intelligence. On February 5, PwC announced the launch of its “Learning Collective,” a workplace training initiative that it describes as “an ecosystem for accelerated growth built for the possibilities of the AI age.” Learning can no longer wait for the right time, place, role, or ladder, Seals-Coffield said in the announcement. It needs to be a full-immersion experience that accelerates people and their organizations forward with speed. Despite the positive spin on the company’s clear gear shift, it’s hard to imagine that the recalibration doesn’t signal an age of growing uncertainty within the industry. Some experts say it’s a response to economic uncertainty, as well as an ever-changing world that’s grappling with how to best integrate employee capabilities with AI advances. Deepali Vyas, global head of data and AI at global talent partner ZRG, tells Fast Company that in the AI age, “firms have to double down on what technology cannot easily replicate, including judgment, client presence, collaboration, and problem framing.” She adds that they must become “far more intentional about how they manufacture talent.” Overall, that seems to mean entry-level roles are seriously shrinking as tasks typically done by first-year hires are increasingly being handed to AI. For Gen Zers who are hoping to get a foot in the door, the problem feels unavoidable, as some reports estimate that entry-level job postings are down by 35% since 2023. PwC maintains that in a time when so many individuals work remotely for a good portion of the workweek, the move really is about employees getting back to learning from one another in a dynamic environmentwhich has become increasingly relevant during this post-COVID-19 era. Fast Company spoke with a PwC representative who pushed back on the narrative that the shift signifies an industry slowdown and said that employees and the company alike can make big strides with a more collaborative approach. Still, as searching for a job has become a truly anxiety-inducing part of lifeeven for the most competitive of college graduatesany amount of company downsizing is still going to read as a bad omen. When it comes to PwC, the major cut to office space is a highly visible one at that.
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E-Commerce
The legacy of Bad Bunny’s Super Bowl halftime show continues. Streams of his catalog jumped 175% in the U.S. on Monday, the day after the Super Bowl, when compared to the previous Monday, Feb. 2. Thats according to Luminate, an industry data and analytics company that provides insight into changing behaviors across music listenership. Bad Bunny received nearly 100 million streams on Monday in the U.S. that’s 99.6 million in one day compared to 36.2 million streams the previous Monday. That’s noteworthy, too, because Monday, Feb. 2 was the day after the 2026 Grammys, when the artist born Benito Antonio Martínez Ocasio won album of the year. It marked the first time an all-Spanish language album took home the top prize. And as a result, he was already seeing a significant jump in streams: On Feb. 2, his on-demand U.S. streams spiked 117% from the previous Monday, Jan. 26. And globally, Bad Bunnys on-demand streams increased 132% on Monday, Feb. 9, compared to Feb. 2, a difference of 271 million to 117 million. Bad Bunny’s most-streamed songs in the U.S. on Monday, Feb. 9 1. DtMF” with 10.4 million 2. Baile Inolvidable” with 6.7 million 3. NuevaYol with 6 million 4. Tití Me Preguntó with 5.4 million 5. EoO with 4.5 million On Monday, Apple Music, a Super Bowl halftime show sponsor, found that Bad Bunnys show playlist became the most-played set list on the music streaming platform shortly after the performance. The Puerto Rican superstar went on to dominate the Apple Music Daily Top 100 Global chart, landing 23 songs in the Top 100, including nine in the Top 25 and five in the Top 10. His track DtMF rose to No. 1. His album Debí Tirar Más Fotos appeared on album charts in 155 countries, reaching the Top 10 in 128 countries and hitting No. 1 in 46, including Mexico, Colombia, Chile, Brazil, Germany, France and Spain. Spotify found that U.S. streams of Bad Bunnys music jumped 470% on the platform. Thats when examining an hourly increase in U.S. streams between 9 p.m. and 3 a.m. ET on Sunday, Feb. 8, compared to the same time frame the week prior. And Amazon Music reported that streams of Bad Bunny’s music in the U.S. jumped 480% following his performance. Music discovery platform Shazam reflected a similar spike in engagement. Apple Music said Bad Bunny’s performance Sunday marked the biggest day ever on Shazam for any Latin or non-English-language artist. Across Bad Bunnys catalog, Shazam recognitions increased by more than 400% during and immediately following the halftime show compared to the daily average. By Maria Sherman, AP music writer Associated Press Entertainment Writer Jonathan Landrum Jr. contributed to this report.
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E-Commerce
2025 was defined by reports of a low-hire, low-fire environment: the unemployment rate remained fairly low, at just over 4% in December; yet headlines of constant layoffs seemed to dominate the news cycle, and those who are unemployed are taking longer to find work. Its all been very confusing. And the most recent U.S. jobs report, released today, presents more mixed signals. This weeks report indicated American employers added 130,000 jobs in January, and the Labor Department reported the unemployment rate fell to 4.3%. Everything in the report isnt good it also indicated just 181,000 jobs were created last year, which is the lowest number since 2020 but perhaps its not quite as bad as many predicted. So will low-hire, low-fire still be the way we describe a new job market for a new year? What is a low-hire, low-fire economy? A low-hire, low-fire economy is defined by low job hirings coupled with low job firings having slashed 108,435 jobs last month, employers arent making big moves now in either direction. This kind of economic dynamic results in a lower number of available jobs, which means that those 100,000 people who are out of work may struggle to find something sustainable. That, in turn, could mean that unemployment rates will rise in the coming months. High-profile job cuts, such as news of hundreds of layoffs at the Washington Post last week, can also stoke fears of trends in the broader labor market, CNBC noted this week. Other companies that have announced layoffs include Amazon, UPS, and Dow. UPS in particular will cut 30,000 workers, and Amazon announced plans to lay off 16,000 people last month. The two companies account for nearly 40% of all of Januarys layoff announcements. Generally, we see a high number of job cuts in the first quarter, but this is a high total for January, Andy Challenger, chief revenue officer at outplacement firm Challenger, Gray & Christmas, said in a statement. It means most of these plans were set at the end of 2025, signaling employers are less than optimistic about the outlook for 2026. How we got here American employers announced more than 100,000 jobs were cut in January a jump of 118% in the same month last year and the highest for any January since 2009, global outplacement and executive coaching firm Challenger, Gray & Christmas announced this month. At the same time, employers announced only 5,306 hiring plans on February 5, the lowest for the month since the company began tracking employment trends in 2009. The same day saw a jump in first-time unemployment claims: Per CNN, there were 231,000 initial jobless claims filed at the beginning of February, a leap of 22,000 additional claims from the week before. The reasons given for the fresh 2026 job losses include contract loss, market and economic conditions, restructuring, and closures. Last years layoffs were attributed to much of the same, though a pivot to AI often gets cited often as well, regardless of how much of a factor the technology really is. Data released by the Bureau of Labor Statistics also supports the idea that the job market may get tough sooner than later. Job openings dropped to 6.5 million at the end of December the lowest since September 2020. Some of the cause for that drop is political, CNN also reported, and many employers are concerned about import and export tariffs issued by the Trump administration last year. Some companies are focusing their hiring efforts in the world of AI instead, and the so-called hiring recession may linger. There is a (potential) bright side: reports from Challenger compile layoff intentions so actual job losses may not take place for weeks or even months, if they take place at all. Inside the latest economy report Although job growth can be described as sluggish at best, the American economy is still chugging along. This weeks job creation report far exceeded the 75,000 new jobs that many experts predicted, and average wages rose .04% from December 2025 to January 2026. Some of the uncertainty surrounding job creation is due to the impact of high interest rates, a carryover of uncertainty that surrounds the Trump administrations shifting trade policies. But per this weeks news, Americas output of goods and services logged its fastest pace in two years at 4.4% from July to September 2025, and consumers kept spending money. Theres also speculation from experts that job creation may catch up to economic growth, and the Trump administrations tax cuts could result in increased consumer spending. Perhaps the latest jobs news is an indication that the economy, much like other elements of American life, is in a state of flux that a little stability could resolve. Low-hire, low-fire may still be at play for a few more months. . .but the economy might just have time to catch up.
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E-Commerce
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