Trinity Taylor, a Gen Z account manager at Lucky Generals, warns the industry not to underestimate the ingenuity of the supposed juniors; you’re on their turf now.
TikTok, iced coffee, and clouds of vape smoke are probably what spring to mind when you think of Gen Z creatives, but there is way more to us than you might think.
As Gen Z-ers in the UK advertising world, we don’t just adapt to digital trends—we drive them.
We’re the first generation to grow up in social media, watching it evolve from picture-perfect Instagram posts to a space that now values authenticity and openness through TikTok. This isn’t just our space; we helped create this turf. In an industry that’s still catching up to the idea that authenticity often beats perfection, we have a distinct competitive advantage.
Explore frequently asked questions
- What makes Gen Z unique in the advertising industry?
- How does growing up in a digital age impact Gen Z’s approach to creativity?
- What role does social media play in shaping Gen Z’s perspective on branding?
- How can brands leverage Gen Z’s strengths to drive innovation?
- What are the advantages of having a Gen Z perspective in the advertising industry?
Here’s what I’ve observed while navigating the ad world as a Gen Z-er, as well as some of my thoughts on how we can use our generational strengths to keep pushing boundaries.
1. Embrace newness
It’s a challenging market at the moment and with growing pressures, it’s understandable that there is desire to stick to the tried and tested. But Gen Z grew up in a constantly shifting digital and cultural landscape, where everything from social media to fashion trends evolve rapidly. It’s all we know. What’s ‘in’ today may well be outdated tomorrow, change feels less intimidating and meticulousness less essential.
Crucially, this has shown us that playing it safe or striving for perfection isn’t just outdated—it’s downright boring. As audiences increasingly seek authenticity over flawlessness, brands like Ryanair and Duolingo are leaning into self-deprecating humor and embracing a more ‘real’ approach. Ten years ago, those kinds of campaigns might have been seen as risky or even disastrous. Today, they’re examples of how thinking outside the box (or even tearing the box apart) can resonate with audiences. My advice to Gen Zs here; use your bravery to push both brands and your colleagues out of their comfort zones. Encourage them to try new things, jump on trends, and have more fun with brands. Now, it’s about connection as much as perfection.
2. Fluidity is your friend
In advertising, roles can often feel like rigid boxes—creatives on one side, account managers on the other. But Gen Z, we’re often criticized (or praised, depending on who you ask) for being anti-label and “too woke.” While these labels might sound like buzzwords, they actually highlight an important point: we’re used to fluidity, and that’s a strength.
Just because you’re an account person doesn’t mean your thoughts on the creative process don’t matter. And if you’re on the creative team, don’t shy away from voicing your opinion on client communications.
One of the best things we can do as juniors in the industry and something that is actively required of us at Luckies is to ask questions and seek input from everyone, regardless of their job title. It’s in these cross-role conversations that the magic often happens. So, don’t let traditional job descriptions limit you. Your perspective is valuable, and sometimes, the best ideas come from the most unexpected places.
3. Don’t get pigeonholed
Let’s face it: the shift in media consumption habits has been dramatic. People are watching less TV and spending more time scrolling through their feeds. As the generation that grew up with, and in many ways, shaped social media, we’re often viewed as the go-to experts for all things social. It’s flattering, sure, but it can also be limiting.
My advice?
Don’t let yourself be pigeonholed as just the ‘social media expert.’ While it’s true that we bring invaluable insights into the world of social, we also have the potential to elevate the entire creative process. Use your knowledge of social trends, technology, and emerging tools such as AI to bring fresh ideas to the table across all aspects of a campaign. We’re more than just the people who know how to make a TikTok go viral—we’re the ones who can help shape the future of advertising as a whole.
Own your Gen Z perspective
Being a Gen Z-er in the advertising industry is a bit like being the new kid in school. There’s a lot to learn, a lot to prove, but also a lot of opportunity to bring something fresh and exciting to the table. We’ve grown up in a world where change is the only constant, and that makes us uniquely equipped to thrive in an industry that’s all about evolution and creativity.
So, embrace the new, break down those silos, and don’t let yourself be pigeonholed. Our generation has the potential to bring about real, meaningful change in the way brands communicate and connect with their audiences. And if we can do that while having a little fun along the way, even better.
