Aditi's Monologue

Hi Millennials and above! We know that Gen Z are in the workforce, right there in your team, when you are taking meeting notes on a diary/notebook while your younger team member is typing away on thier phone – which you later figure out, is not irreverant texting in the middle of a formal meeting, but is a smart note-taking activity on an app that you probably don’t even know about. Yes, you feel slightly outdated, but you also learn. This is how I discovered the power (and ease) of taking notes on my Notes app and the Google Keep app, btw.

I’ve also experienced the workplace-cultural shock when a Gen Z intern responded to a question I asked in a meeting room, where all of us were physically present, via Teams instead of speaking amidst the loud enthusiasm of other millennials in the room.

I’ve also been in a spot when a 20-something copywriter from my team suggested a campaign idea that references a “brainrot” video that I neither understood at the time nor did I want to, at the time. It sounded so bizarre! But I did dive in, I learnt, and survived.

Oh, there was also this one time when a Client Servicing executive (yes, a Gen Z) asked if we could just refuse a pitch request from a global brand because of their dubious sustainability stance. I mean, we were all thinking it, but this young professional who had just stepped into the advertising world, said it. Out loud. With so much conviction that it made me feel stupidly proud.

Welcome to the world of working with Generation Z. You already know that I am raising a sassy Gen Alpha kid, and I’ve discussed its influence on me. And in my professional life, I encounter yet another generation that has led marketers, brands, and well, the general older public, a little more than baffled: Gen Z.

As someone who currently leads Client Servicing + Creative Business teams in a major digital ad agency and has trained recently in psychology & therapy, I’ve been watching, listening, and adapting to Gen Z. So I’m sharing what I’ve learned – with a few laughs, a few cringe moments, and some real advice on Gen Z in the workplace.

Who They Are (Beyond the Stereotypes)

Psychologically speaking, Gen Z is shaped by:

• Digital Immersion as their Normal: They grew up in a hyperconnected world. Notifications and multitasking shaped their brains to seek speed and novelty. (Check out this study from Deloitte)
• Identity Exploration: Adolescence and early adulthood are identity-forming stages (hello, Erikson’s theory). Unlike us millennials on a generalized level, Gen Z explores identity in public digital spaces. Massive fandoms like Blinks (term for BlackPink Fans) and BTS Army (term for BTS Fans) are proof that Gen Z (and some Gen Alpha) find belonging in digital ecosystems. This means meaningful feedback [likes, comments, shares] directly feeds their sense of self.
• Purpose & Values First, Always: Developmental psychology (and my experience backs it up for me, personally) tells us that most Gen Z define themselves through belief systems. So it tracks that purpose, inclusion, and ethics rank higher than perks. Here’s an interesting read from Culture Monkey
• High Anxiety + High Awareness: I say this with empathy and awareness that studies show Gen Z displays more symptoms of stress and anxiety than previous generations. However, Gen Z is also more vocal about mental health. This somehow makes them resilient, and they demand that workplaces prioritize well-being.

What’s Tricky (yes, we all struggle sometimes)

In my experience, Gen Z is exciting to work with, and there are also friction points. From what I’ve observed, experienced, and read:

• Communication styles clash. Long emails? Formal memos? They might skip them. Quick, direct feedback loops work better. Senior folks might feel like they’re being bypassed. But patience + clarity helps.
• Career impatience is real. But don’t get me wrong; it’s not entitlement, it’s expectation. Developmentally, they’ve been told they can “make an impact now.” If we don’t show them growth opportunities, they disengage.
• Purpose & values matter more than perks. Flexible hours, ethical policies, inclusion, sustainability – all these matter more than, say, free lunch, at least to many in Gen Z. This might also lead to blurred boundaries at work. Gen Z brings their whole selves – values, quirks, playlists, to work. For older leaders, that might feels “unprofessional.” But psychologically, it’s a need for authenticity. And I see nothing wrong in it, personally.

What I’ve Tried & What Works (Because Theory + My Agency Life = Life Lessons)

As a leader with a handful of Gen Z team members, as a creative problem-solver, and a psychology student, I’ve found some ways to bridge old-school vs new expectations without losing steam. These work for me, and might be specific to the world of Digital Advertising, where creativity is not only encouraged, but a requirement for the job:

1. Micro-Feedback > Macro-Feedback.
   I often hold quick, informal check-ins with my team. Sometimes they don’t even feel like meetings – it might be over a coffee break. But it satisfies their need for responsiveness, and I stay plugged into morale. Short and informal “What’s working / what’s blocked” sessions give great results as well. This helps in a direct connection that makes Gen Z feel seen and heard; it also helps us course-correct faster.
2. Create Psychological Safety
   Therapy 101: People perform better when they feel safe. I try to model vulnerability (yes, I admit when I don’t know a trending meme or when I don’t understand why a creative idea would work but has been fleshed out on a slide with passion), and that opens the floor for authentic conversations. I learn, hopefully they learn as well, in a safe environment.
3. Purpose + Creativity = Emotional Buy-in.
   When clients are open to creative campaigns that align with social causes, or include real stories (not just product highlights), Gen Z creatives light up. I’ve learned to let them be part of that storytelling. It boosts the quality of work and elevates the sense of purpose in Gen Z. It’s a win-win!
4. Flexible structure, clear direction.
   Clarity lowers anxiety – and this is true for millennials as well. So I set clear deliverables, but allow autonomy in execution. I don’t micro-manage (although that is my inherent tendency as an early millennial). It balances their need for freedom with the psychological comfort of boundaries. Ambiguity kills momentum. Gen Z wants autonomy, but also wants to know the map.
5. Normalize Mental Health Conversations
   From my psychology training, just asking “How are you coping with this task sheet?” makes a difference. For some, that single question lowers stress and boosts engagement. For most, it indicates there is openness in having conversations about tough topics at work. Having open conversations about mental health is also beneficial for the older generation in the workplace.
6. Mentorship + Reverse Mentorship.
   Listen, I learn something every week from my younger colleagues just as I learn from the seniors. So I know that mentorship goes both ways. I try pairing younger creatives with seniors, not just for skills, but for culture. And seniors learn from them too – new platforms, content formats, meme references. It keeps the agency sharp.

What This Means for Brands

Because my day job is helping brands tell better stories, here are key points for brands that are trying to appeal to Gen Z:

• Authenticity > Aesthetic: This generation’s psychology craves truth and authenticity, not some distant idea of perfection (or logo alignment, for that matter). I mean, sure, a solid production value is nice to have, but what wins them over is often raw, behind-the-scenes, far-from-perfect real stories.
• Purpose = Hook: Brands that connect to values like sustainability and inclusivity rank higher in their mind. While cost is a HUGE factor and affordability plays probably the biggest part in purchase, Gen Z as consumers prefer brands that walk the talk and do not indulge in empty marketing tactics. In fact, Gen Z spots tokenism a mile away, so brands need to be careful.
• Iterate Fast: Their dopamine cycle expects change and novelty at a pace faster than the other generations. So, brands should not sit on a campaign for months. Test small, gather feedback, tweak, and evolve. What worked last year may feel dated now.
• Mental Health Signals Matter: This should be a no-brainer by now. Brands and campaigns that respect the non-material things like togetherness, connection, purpose (yes, I am using this word a lot, but I mean it every time), balance, joy, or emotional well-being resonate deeply.
• User-generated content is gold (but should be curated well): Gen Z trusts real humans and their peers more than brands. That is why Nano and Macro influencers work so well for several categories. Also, brands that allow consumers to become part of their journey (through campaigns that invite participation like challenges, organic reactions, real testimonials etc) often come across as more trustworthy.

A Few Warnings for Working With Gen Z, though! (Where Overcompensating Backfires)

Because yes, I’ve witnessed this as well.

• Know where to draw the line, and know how to walk it. An entirely casual approach to work without clarity is unprofessional rather than friendly.
• We all know it, but I have to say it again: If you’re not Gen Z, stop using their slang without context. Just, no.
• And finally, do not assume that every Gen Z is identical in behaviour. This is true for every generation, obviously. But Gen Z depicts far more diversity in values, backgrounds, comfort with technology etc, and as managers, we need to see them, approach them, manage/mentor them individually, not as a generation in general.

TL;DR: My Cheat-Sheet for Working with Gen Z in Advertising (or any Creative Stream):

• Lead with purpose. Purpose leads to strong affinity.
• A combination of timely Feedback, flexibility, and autonomy often leads to high performance and low friction.
• Keep evolving. Seriously, keep learning and adapting. What resonated last month might be stale tomorrow.
• Use your basic human psychology lens. Listen more, observe, welcome different and new viewpoints, cultivate empathy, give space to breathe, recognize creative courage, these matter.

In my opinion, Gen Z isn’t “difficult.” They’re just different. Their psychology explains why: a generation raised in a world of rapid feedback, purpose-driven identity, and heightened awareness of mental health.

For organizational leaders like me, the challenge is not to roll eyes at their meme references but to rewire leadership: give feedback loops, create safety, balance structure with autonomy, and build campaigns with purpose.

Because I’m learning that when you align leadership with some basic psychology, you don’t just manage Gen Z, you unlock their creativity, loyalty, and brilliance. Working with Gen Z is not “troublesome”; it’s a chance to level up. For brands, for teams, for creativity.

And trust me, in all our workplaces, like digital advertising for me, the introduction to Gen Z as colleagues might seem a bit messy, fast-changing, intimidating even, and sometimes baffling – but it’s also full of possibilities. If you get the balance right, you’ll have work that’s meaningful, memorable, and maybe even game-changing.

What do you think? Let me know if your experience of working with Gen Z is different. I would love to hear your story, your point of view.

PS: Connect with me on LinkedIn, Medium, Substack, X and/or Instagram.