Gen Z might be “too online”, but guess what? It’s perfect for modern communications
The very traits Gen Zs are criticised for may be what the communications industry needs most right now
I was born in 1998, so that technically makes me an elder Gen Z (depending on your source). So you might think I’m biased… But stick with me here.
Gen Z has had its fair share of criticism, especially in the workplace. They (we?) are often labelled as lazy, unserious or untraditional. In fact, a Monster survey found that 54% of non-Gen Z workers describe their Gen Z teammates as “lazy”, while 30% said they would rather get a root canal than have a Gen Z colleague. Ouch.
This generation has also been labelled as “glued to their screens” or “too online”, with some referring to them as “screenagers”. But in an industry increasingly shaped by digital platforms, audience behaviour and online culture, is being “too online” really the insult people think it is?
What does the marketing girlie actually do?
Who better captures being chronically online like the ‘marketing girlie’? We’ve all seen the ‘marketing girlie’ trope on TikTok (or Facebook if you’re of a certain age), haven’t we? She’s running around the office and filming videos, leaving people asking, ‘Is that all she does?’
While everyone is busy asking whether the marketing girlie does any ‘real work’, she’s constantly planning the next video or post, translating campaign messages across five different platforms, researching trends, tracking performance, spotting opportunities before competitors do, and figuring out why one post generated 100k views while another completely flopped.
The marketing girlie recognises that attention spans are shorter, trends move faster, and audiences can spot inauthentic messaging instantly. And critically, they understand that audiences today want brands to sound human.
These skills the marketing girlie has – authenticity, platform fluency and audience understanding – are now among the most valuable in communications. So why are we so quick to dismiss or bash the generation that grew up practising them?
How authenticity translates into influence
The value of authenticity isn’t limited to brands. We’ve seen some fantastic examples in some of the biggest political campaigns.
Barack Obama’s 2008 presidential campaign is often credited as one of the first political campaigns to utilise online and social media at scale, using digital channels to engage audiences in ways traditional media couldn’t. This was the time when social media was becoming widely prevalent. And along with a new technology came a new candidate who just fit the moment.
Last summer, Kamala Harris’s team leaned into internet culture and platform-native content, which created genuine excitement online and helped the campaign reach audiences who may never have connected with politics.
Then, there is New York mayoral candidate Zohran Mamdani, who most recently built a highly engaged online following through videos that felt designed for social platforms rather than repurposed from television appearances. Mamdani’s campaign was so effective that his political opponents and commentators began analysing and replicating the style, turning the Mamdani video style into a recognised format that has influenced how politicians show up online.
Modern audiences prefer and engage with communication that feels genuine, relevant, and tailored to the channels they use. Understanding that distinction is increasingly becoming one of the most valuable skills a communications professional can have.
For a generation that has spent its entire life navigating digital platforms, that understanding often comes naturally.
Too online? Yes, it’s just what the doctor ordered
When customers are online, buyers are online, journalists are online, monks are online, and the conversations shaping brand reputation are happening online, being online is far from a weakness.
Communications professionals are constantly told to meet audiences where they are. Gen Z already does.
Maybe it’s time to stop labelling Gen Z as unserious or “too online”. Because if the industry is moving towards authenticity, human brands and platform-native storytelling, they may actually be the ones getting it right.