This Is Gen Z’s Era But That’s Not the Whole Story
Every few years, a new generation steps into the spotlight like it’s been waiting for this moment its entire life. Enter Gen Z: unapologetic, unfiltered, and ready to ask “but why?” in meetings, emails, and group chats. They’re setting boundaries like pros, normalising burnout memes, and rewriting the whole “work culture” in lowercase letters and BeReal updates.
The brands? They’re obsessed. Marketers? They’re chasing them. And the rest of us? We’re just adjusting the lighting.
But before we act like this is Gen Z’s first rodeo, let’s remember: this spotlight has been passed around a few times before. Boomers built the systems (and that one coffee machine that no one dares replace). Gen X kept everything from going up in flames while downloading questionable tracks on LimeWire. Millennials came in, digitized everything, and introduced us to hustle culture (yay?).
And now? Here comes Gen Z, the remixers of everything. With oat milk lattes in hand and a perspective as strong as their Wi-Fi signal.
As an agency, we’ve worked with them, for them, and alongside them, and let’s just say this: their energy is unmatched. They can sniff out inauthenticity from a mile away, and if your brand is faking it, they’ll call you out politely, of course, and probably with a meme.
Here’s the kicker, though: success doesn’t belong to any one generation. It’s not a baton pass. It’s a creative group project. A chaotic masterpiece, sometimes directed by someone’s dog on Zoom. Everyone’s got a role. Everyone’s still in the game.
Gen Z brings boldness, no doubt, but let’s not pretend wisdom has an expiration date. Experience still holds weight. There’s power in knowing when to take a step back, when to push for change, and when to tweak that pitch deck font one more time (even if no one notices, but you will).
The best work we’ve seen? It’s the result of teams that look like a timeline: some who watched Mad Men live, and some who only know it from memes. Relevance isn’t about age. It’s about openness, adaptability, and collaboration.
So sure, Gen Z is shaping the now. But the rest of us? We’re not out. We’re just over here, building the runway while they set it on fire.
In the end, it’s not Gen Z vs. the rest. It’s all of us, making cool things, together.
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