Being a young professional in communication: between values, challenges and opportunities
What is it like to work in a communications agency as part of Generation Z? There is no single answer. Sometimes it is motivating, sometimes demanding. It combines enthusiasm, responsibility, constant learning and a great desire to do things well.
Those of us in this generation bring a different perspective: we grew up in a digital environment, we value purpose and we care about the values we work with.
We are looking for coherence, environments where you can contribute from the start and a professional culture that also takes people into account.
This article is a personal look at how we experience agency work, what drives us and why, despite the challenges, we remain committed to this profession.
Gen Z at work: what we look for, what we value
We have never completely separated the personal from the professional, because life has taught us that everything is mixed. We want to work in a meaningful way, with responsibility, but also with freedom. Teams where we can propose without fear, learn without having to prove it all the time and make mistakes without drama.
We are motivated by projects that add up, that bring more than notoriety. We care about how things are said, but also from where and for what purpose. We are not satisfied with “it has always been done this way”; we look for criteria, intention and impact.
In the communications sector, this translates into a more agile, more collaborative and more critical approach to ideas. If a campaign has no soul, it shows. And we notice it faster than anyone else.
Teleworking, flexibility and trust: that’s how we work best
We have normalised working from home, from a café or from another city. Not because we don’t want to see the team, but because we understand work as something that is organised, not watched over. The important thing is that it is done well, not from where it is done.
One of the keys to our work experience as a generation is flexibility. Being able to work from home or in a hybrid model helps us to concentrate, to organise ourselves better and to give our best. But it’s not just about convenience: it’s also about mutual trust and a more contemporary way of understanding teams.
Teleworking in communication works well when there is structure, effective digital tools and a collaborative culture. At comma, hybrid is not an exception, it is part of the DNA.
Although connecting in person multiplies
Not everything happens through a screen. Going back to the office when it’s time or meeting in a coworking space can unlock an idea that didn’t come up, spark a valuable conversation or simply remind you that there are people behind the email.
Shared spaces remain key to creating team culture, strengthening relationships and activating creativity. Sometimes, the most improvised is the most brilliant. And in an agency, that goes double.
What does Generation Z bring to corporate communication?
Generation Z brings a vision that is more connected to social, digital and new languages. We understand platforms well, we handle different formats and we know how to communicate with younger audiences, without the need to impost.
But we also value consistency: messages with substance, brands with purpose, communication that is built on honesty. What drives us is not just doing it right, but doing it with meaning.
A new way of communicating: more authentic, more connected.
We are not here to change everything, but to add a different way of looking. Closer, more critical, more aware of how brands relate to people.
At comma, that perspective is complemented by the experience of the senior team, and the result is work that is more current, more relevant and more aligned with the times we live in. And that is, in the end, what we strive for: that our work connects, inspires and adds value.
