Part of the popularity of coworking spaces lies in a reaction to traditional office spaces by young people entering the workforce in the mid-nineties. As the number of tech startups, entrepreneurs, and small business owners increased, the need for affordable office spaces turned into the phenomenon we now know as coworking spaces. Coworking members are drawn to the creative, collaborative atmosphere, inherent in shared workspaces. Members gain exposure and form relationships in the community beyond the coworking space, finding it easier to establish their brands in the community, through these connections. Traditional office workers can become disenchanted with their work as it becomes too routine. Because coworking has been shown to increase productivity and spark the creative process, many corporations and large businesses are experimenting with changing up the day to day for better employee performance.