Transforming an Ad Agency's Hustle Culture: The Necessary Steps for Change
In the festive season of Christmas, you'll find a gingerbread house, a $50 GrubHub gift card, and a pair of Merrell shoes - these are a few of the perks that a Gen Z-centric agency tosses around like candy to justify hefty $40,000 annual salaries and marathon workdays that, often, stretch into weekends.
An anonymous source from the said agency, who's been fighting the good fight since February, encourages their colleagues to join forces and unionize. And guess what? Things, they claim, have only escalated since then.
"Here I am, smack dab in the middle of a Gen Z ad agency, questioning why this place treats its Gen Z employees like yesterday's leftovers," says a disgruntled 23-year-old. "When we voice our concerns, all we hear is that this is the norm of the industry."
The complex reality for Gen Z employees in ad agencies is rooted in several underlying factors. To begin with, the salaries for many Gen Z workers, particularly those in marketing and entry-level roles, can be rather meager, even with escalating living costs and inflation[1][3]. As for perks like gift cards and branded swag, while they can give a temporary boost to morale, they don't address the financial concerns rooted deep in the hearts of Gen Z workers[4].
Add to that the lengthy workdays, weekend tasks, and the demand for quick creative output[2]. The industry's fast pace and client demands push employees to work night and day, week in and week out. And, don't forget, the culture in these agencies, especially the smaller, more independent ones, often lacks boundaries when it comes to work-life balance[2].
So, what gives? It all boils down to industry competition, cultural expectations, and a lack of recognition[4]. The advertising world is a tough cookie to crack, with agencies relying on young, energetic talent to deliver high output at comparatively lower costs. The industry embraces long hours and weekend work as a badge of honor, increasing the stress, anxiety, and dissatisfaction levels among Gen Z workers[3][4].
But, Gen Z workers aren't merely interested in perks. They value financial security, meaningful work, and well-being - a three-legged stool that's hard to balance with the current industry standards[4]. With high turnover rates, many Gen Z workers are strategically switching jobs to find a better match for their financial, personal, and professional goals[4].
In short, Gen Z employees in ad agencies want to be treated like humans, not just creative workhorses. They seek a genuine work-life balance, fair compensation, and meaningful work - a goal that's as yet unmet with the standard perks, low salaries, and grueling work hours[3][4].
- In the heart of the advertising industry, a pressing concern raises its head – the quest for a genuine work-life balance, fair compensation, and meaningful work among Gen Z employees, who view these aspects as the three pillars of their well-being.
- The demanding nature of the workplace extends beyond the traditional workdays, with late-night hours and weekend tasks becoming norms that seem to erode Gen Z employees' health-and-wellness and career growth prospects.
- As the industry focuses on boosting workplace-wellness with perks like gift cards and branded swag, it misses the mark on addressing the more fundamental issue of finance, which plays a crucial role in shaping Gen Z employees' careers and lifestyle choices.
