
Naturally, I am not alone. Here at the Decision Marketing Nerve Centre, just a mention of Dry January or Veganuary can get you fired. The old soak – that’s the esteemed editor of this august online empire to you lot – doesn’t take too kindly to such behaviour.
In fact, it is said that in his previous guise as a slightly younger soak, he regularly demanded that new hacks get back to the pub to have a proper drink or be sacked. Different times, my arse…
Anyway, there I was beginning to wonder how he had survived to such an old age when up popped new research by Emlyon Business School detailing why some bosses are forced to strive and strive while others simply thrive.
And, apparently, it is all to do with something called “surface acting”, which creates a scientifically proven exhaustion loop that drains the very resources necessary to function well in interpersonal environments. As a result, cognitive capacity declines, authenticity erodes, and team trust suffers in ways that makes engaging in leadership more difficult in the future.
While often seen as part of being professional, the research shows that this emotional masking depletes leaders’ energy, increases exhaustion, and creates a self-reinforcing cycle that becomes harder to escape the longer it continues.
Participants took part in two intensive studies, with 55 employees in the first and 87 in the second, reporting on their emotional energy, emotion regulation, and recovery activities several times per day across multiple working days.
According to the findings, employees who begin the day feeling emotionally drained are more likely to engage in surface acting, and this behaviour further intensifies fatigue by the end of the day.
Over time, this traps individuals in a spiral of maladaptive surface acting that can be difficult to break free from. It also reduces leaders’ capacity to remain present, authentic, and effective in their roles, affecting the quality of their interactions with colleagues and teams.
So, in a nutshell, if your boss is always trying to be friendly and professional they are basically knackering themselves out.
And, I am sure you will believe me when I say, there is no sign of that round here…
Foxy has ditched X but is still on Instagram, just don’t get too excited as she’s never there

