Navigating a tough decision after a counteroffer from my long-term employer

I recently found myself in a tough situation after resigning from my company where I’ve worked for 20 years. I’ve been with this company since its inception, and over the years, I’ve climbed the ranks and built a large team. I genuinely enjoyed my career there until about 18 months ago when the culture took a turn for the worse. Reorganizations led to a toxic environment, and new management started to overlook long-tenured employees like myself, which was disheartening. After much consideration, I accepted a new role that was lateral in nature but promised upward mobility in title and offered me the same compensation. This new position also provided the flexibility I was seeking, although it required bi-weekly travel. I had made up my mind and resigned, clearly stating that I wasn’t looking for a counteroffer. To my surprise, my original company countered with an offer that included a better title, even more locational flexibility, and a 17% increase in total annual compensation compared to the new role. While I appreciate their effort to retain me, I’m skeptical about whether the company culture can truly change. I’m torn about what to do next. I know the common wisdom is to never accept a counteroffer, but this feels different. I would love to hear any insights or experiences from others who have been in similar situations.

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