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It’s because Gen X and Xennials didn’t have their formative creative years wasted on social media carried around in their pockets. Young Millennials and Gen Z dedicate several hours each day to doom scrolling on social media instead of doing something creative. That lost time means smaller creative “muscles” than their older counterparts, in general.
This. Doom scrolling. I bet it sucks the life out of them… they don’t even know it. So sad. Man, I sounds like a boomer…
Time is money, and clients are risk-averse and hard to educate and hard to get them to trust.
Young people are still learning, taking cues from the experienced around them.
This feeds a system focused on quick turns, producing volume work, with little time/resources to support human exploration/creativity. Plus, there’s a limit to any one person’s energy to push for greater creativity in the work. Too many things pinching and squelching that drive.
Sadly, it’s more and more, it’s just about getting the work done and out asap. Everyone’s feeling this pressure.
Nailed it with “penny projects”!
Sometimes it feels like we’re at a point of no return—how will it ever get back to protecting creative space, time, mindset and workflow…
Bowl Leader
Once upon a time we all viewed every project as a possible career-maker. I’m thinking that view is still out there, but it’s being drowned out by the grinding sound of the content maw, with its quantity over quality zeitgeist.
Human nature being what it is, people have a hard time missing what they’ve never known. And if you think that perspective is problematic now, just give it a few years into AI and watch horizons contract even more.
Think it depends what agency your at. If you're at an agency where more edgy work is celebrated then it trickles down to the young uns, and they can have the craziest ideas because they haven't been conditioned and beaten down by the process yet. But in an agency where dull work is the bar, then sure, young creatives are going to play it safe so they can produce something.
Good point. This has been 9 out of 10 places for me so far. Guess I’m just having a harder time finding those shops that are celebrating edgy work. Just have to hunt harder I guess.
Creativity is dead, the last decade was about everything’s been done.
I teach advertising college courses. They are grad students, so some have industry-related jobs. And yes, it’s hard to push for that cutting edge creativity. If they haven’t seen it on TikTok, it can’t be done. Or, many are scared to present big ideas and stay safe with work we’ve seen a million times as experienced creatives.
During a talk about VR, I once showed them a campaign they thought was recent and it was something my team did in 2002 exploring its potential.
So I take them through exercises to sharpen their thinking and broaden their horizons beyond social media posts.
It's interesting. What some are calling "best practices" I call "Someone else who was braver than you took the leap first. Now you're a follower."
Most of the old creatives are talented creatives who managed to stay in the industry. Time filters out a higher percentage of the crappy creatives. There are good young creatives too. They’ll be most of the old creatives one day.
You mean this part? Are you saying that me pointing out this reality is an insult? I believe you were the one who got angrily personal — and quickly.
It’s only you
Please share then the shops that have young folks in them taking risks. I'm up for mentoring the next generation for sure!