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7.15.20 | read time: 7.5 min

Being Gen Z In The Workplace

116 & West

116 & West has a long history in the Northwest advertising industry. Despite our agency’s “age,” it continues to be an incredible starting point for many of us “youths” as we kickstart our careers.

Currently, Gen Z individuals populate about 36% of our work environment. I’m the youngest of the bunch. Even though most of us would classify each other as old souls more than we would as Generation Z, our age still gives us a unique outlook on our workplace. Rather than assume everyone felt the same way I did, I took to our “23 and me” (as we like our call ourselves) Slack channel to ask my fellow Gen Z-ers about what it’s like to be part of the team in our early twenties.

Here’s what we discussed:

Q: What are your thoughts on being in a professional environment and working with people 10+ years your senior? 

A: I think this varies largely on experience. As someone who was working in marketing internships throughout college, building relationships with coworkers who were way older than me was something I’ve had experience doing since I was 19. So, coming into 116 & West as an almost-graduate wasn’t as challenging as one might expect. The intimidation came in when I thought about all the experience my coworkers have and saw all the cool shit they do on a daily basis.

A: It was super strange at first. Everyone was already impressed because they kept expressing how they weren’t in the same place when they were my age. As time went by, this feeling faded and I realized I am surrounded by people no different than me.

A: I just think it’s important to be able to look up to people. The age itself isn’t influential. To me, their experience is most important and how far they’ve come through those years. They help me learn. And, the more you know, the better.

A: I love hearing about how they got their start and how they got to where they are now, as well as how their personal lives integrate into who they are professionally and how that’s helped them. I see bad-ass moms who juggle mastering their role at work and caring for their family at home. I aspire to be like them someday.

Q: How was the transition from a college classroom to a professional environment?

 A: Once you realize you don’t have classes to go to or homework to do, it starts becoming more real. You start to see that you have a job you’re responsible for, and coworkers to build relationships with. You start to get more grounded in one place instead of having to be at several different ones in a day. For me, the only thing that stayed the same, generally, was to maintain the mindset that I’m still learning. As helpful as a degree might be, it doesn’t fully prepare you for a 9 to 5. So, it’s important to get to know your new work home and see how you want to fit in it.

A: There was definitely an adjustment period. However, my experiences working throughout college helped me prepare and get a taste for what I liked in a professional environment. I was eager and excited!

A: The difference in schedule was the biggest change. In college, some days I would be done by noon, and others I’d have work, school, and then be up all night cramming for an exam. A full-time job in a professional environment felt much more structured, which made it easy to get into a routine.

A: I think college really prepared me to work with a lot of different types of people. I had group projects I’d committed to and had to learn how to work with various personalities. I was also an intern at 116 & West before being hired, so that definitely made me be more comfortable from the get-go.

A: Coming into this role from college, I felt eager to start working. I was willing to do any type of work because I wanted to show that I was ready to establish myself. At first, I found it challenging to have a voice because I knew I was the least experienced in the room. With that, it’s easy to assume that others know better. On the flip side, that helped me get to know what processes and viewpoints I liked and wanted to adopt myself.

Q: How do you feel about the office and how it runs?

 A: Break room talk is the best kind of talk. We’re in a professional environment getting work done while simultaneously cracking jokes, poking fun, discussing controversial topics, and learning about everyone’s quirks. I think those conversations are one of the biggest things that make the job fun for me. I have a loving and diverse group of people to share these experiences with. Sitting close to my teammates has also provided a great opportunity for collaboration that helps me absorb the lessons I’m learning.

A: Everyone treats each other with respect – there are no cliques, which I’ve seen happen in some other places. No matter someone’s age, beliefs, etc. we can all get along and feel like a family.

A: It feels like a safe space for people to voice their opinions and bounce ideas off of each other. We have a culture that fosters learning, despite the contrast between experienced individuals and entry-level-ers. I’m interested to see how that dynamic will shift in the years to come.

A: I always thought a working environment meant keeping to yourself and not having a friendship with coworkers. 116  & West really changed my perception there. It’s been incredible to see how our in-person dynamic hasn’t changed through this pandemic—even though we only communicate through Zoom calls and Slack—it still feels like we’re the same team we were before it started.

Q: Are you sick of people asking you what slang terms mean?

A: This one was a pretty universal answer among all of us: NO WAY. We’re here to help. Honestly, if we even know what something means and can explain it, it makes us feel cool. So keep ‘em coming.

Q: What value do you think you bring as a young person?

A: I’ve had this thought in my head about being part of the “next generation of advertising.” I feel some pressure to keep up with all the creative talent I see every day. It keeps me motivated to follow in their footsteps and be able to keep the momentum going, especially with the changing times.

A: I think I bring a new perspective into the workplace. Once you start doing something for a long time, it can get difficult to think “outside of the box.” The media and digital landscape are constantly changing. I have insight into how my generation uses and consumes media, which is valuable to clients looking to get our attention.

A: With younger generations comes a different perspective, a different work ethic, new ways of collaboration, and fun! It provides room for growth in the environment. As an agency, we are constantly forced to break barriers and challenge the status quo – fresh, younger viewpoints can bring innovation along with them.

Q: What office norms do you find outdated?

 A: I’d say we’re a pretty hip office – probably the most progressive and integrated that I’ve seen as a younger person. It’s refreshing to be in a place where everyone sees me as an equal, and nobody assumes anything about me because of my age. My experience level is taken into consideration, but not used against me—a really important factor to watch out for in a professional environment.

A: Sometimes an in-office 8-hour workday can feel a little outdated. I think it’s important for everyone to have the flexibility to work from wherever they’re productive that day. This need can vary from role to role, especially on the demand for face-to-face communication. I think this pandemic has shown how effective we can still be working apart from each other.

A: I think an important aspect we had, during this pandemic especially, is self-care time. It feels outdated to have to log a full 40-hour workweek when the workflow slows down. I believe it could improve efficiency overall if, in those slower times, we get what needs to be done in a shorter week.

Although our lack of experience can be a tough thing for us to navigate, we’re eager to learn, grow, and follow in the footsteps of those who teach us today. Being a Gen Z in today’s professional environment has its advantages. We value building both personal and professional relationships with our coworkers. We think those relationships pave the way for collaboration and provide us the space to give our unique thoughts and perspectives as members of a newer generation. If all that wasn’t enough, we also are a great resource for all of your burning TikTok, VSCO girl, and e-boy questions.

For more Gen Z influence, check out our Instagram page: @116andwest, or our Twitter: @116andwest. Follow for follow?

 

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7.7.20 | read time: 5 min

Believe Us: We Know The West

116 & West

The American West still has a hold on the world’s collective imagination. Wyatt Earp, Doc Holliday, and other horseback-riding cowpokes continue to make their way into films, fiction, art, and poetry. To many, the conception of the “west” remains peppered with dusty mining towns, Native American artifacts, and gambling saloons.

While much of these “historical” caricatures blur the line into fiction, what’s remembered of the American West has given way to advancing technology, actual working governments, and solidarity for Native American rights. The American West is, in reality, a unique combination of cosmopolitan metropolises, millions of acres of protected wilderness, and rural towns. The landscape itself includes rugged mountain ranges, temperate rainforests, deserts, glaciers, and sprawling cities.

The people of this region are as diverse as the landscape. As such, advertising to those in the West should be an exercise in thoughtfulness and nuance. If your target audience is in the western region of the United States, here are some things to consider.

Values

How, why, and where people spend money is often congruent with their values. By understanding those values as they pertain to those living in the west, businesses and marketers can tailor messaging, images, and ad platforms to better reach potential customers.

So, whether you’re a large company doing a national campaign, or are a small shop working on setting up a new branch in a nearby city, it’s important to recognize these nuances and, if applicable, speak to those values.

Some things to consider when marketing to people of The West (including national campaigns):

• Individualism
  • Westerners may often feel that individual needs and rights are more important than those of the broader community.
• Open space
  • People of The West value the concept of open space. Back yards, recreation, and seeing the horizon are important parts of life.
• Nature/animals
  • The West is home to the vast majority of protected wilderness and public land. Public land usage is fiercely protected.
• Teamwork
  • While individualism may be a pervasive sentiment, Westerners also understand the value of teamwork, especially as it pertains to the care of land and animals.
• Physical labor/activity
  • Because farming and ranching are still large economic drivers, physical labor is a necessary skill. Moreover, the vast National Parks and recreational areas provide ample opportunity for outdoor physical activity.
• Politeness
  • In general, people of The West are considered “nice.”

Although it’s probably unfair to assume each person in The West would prioritize these values in the same way, it may be at least worthwhile to consider how these values differ from those in the Midwest or the Eastern regions.

For example, if you’re running a national campaign, it may be beneficial for you to alter your messaging and images for The West. At the very least, your marketing materials should take into consideration these differences, and not assume every person in each region will respond to your ad in the same way.

Economic Variability

Although the collective Western mindset includes these tenets, it’s essential to remember that marketing to The West should be nuanced–even within a state. Each state has white-collar workers who live in skyscraper apartments, migrant agricultural workers, actual cowboys, and everything in between.

Take, for example, Oregon. Not only is that state incredibly diverse in its geography, but its inhabitants also differ politically and economically, depending on the region of the state. The western part, which includes Portland and the state capital, Salem, is part of a temperate rainforest that borders the Pacific Ocean. It rains here a lot. Economically, this part of the state is heavier with population, has a higher income level, and has more white-collar jobs.

To the east of the Cascades, however, the landscape becomes the high desert, with agriculture as one of the main economic drivers. People in the eastern part of the state tend to be more conservative and make less money.

So, if you’re an Oregon business that wants to reach customers in every corner of the state, you may need to alter your advertising to better reach a particular audience.

Diversity

The western region of the United States is also the most diverse in terms of race and culture. While most of the history books focus on the European influence, the flavor of the West is strong with Latino, Asian, and Native American cultures. In fact, in many cities, Latino and Asian people outnumber white and Black people.

This diversity is often overlooked in how businesses market to their target audience. The images you choose should reflect the people you want to reach. It may even be beneficial for your company to advertise in various languages.

It shouldn’t take the current political climate for your business to understand the importance of representation, especially in advertising.

Rural Media

Because much of the western United States is made of small, rural communities, it’s also important to remember that the people you want to target may have very limited access to television or the Internet.

For small communities, such as Salmon, Idaho, PBS is about the only broadcast television channel with strong frequency. So, reaching people in that area through a television commercial is obviously not the best choice.

Other small Idaho towns, such as Orofino and Kellogg, may not have Internet connections outside of dial-up. Many people in these towns don’t even have computers in their homes, so digital media may not make sense.

Expertise

In general, you may get away with running national campaigns for everyone in the country. You may also have successful state-wide campaigns that aren’t tailored to any particular region of that state. However, you may have more successful campaigns if you pay attention to how the West, each state in The West, and the regions in each state may differ, so you can tailor your ads to meet your target audience where they are.

Need help advertising to The West? We know what we’re doing. Let us help you: whatsup@116and west.

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