Gen Z marketers seek transparency, structured mentorship, AI guardrails and clear promotion signals from leadership to build trust and growth. (Getty Images, AdAge Composite)
If you’re struggling to support Gen Z talent, the issue likely isn’t ambition. Many junior marketers want to grow but need clearer direction from leadership. Born between 1997 and 2012, many Gen Zers entered advertising during remote work, AI disruption and industry consolidation, without the day-to-day workplace learning that once helped young employees find their footing. What emerged is a new set of expectations about what makes a company worth committing to.
Ad Age spoke with Gen Z marketers and industry leaders who pointed to several questions managers should be asking themselves about their workplace. Among them: Is mentorship intentional? Are career paths visible? Does leadership trust them with real responsibility? Does AI strengthen learning or replace it?
“Mentorship can’t be accidental anymore,” said Sylvia Banderas Coffinet, executive VP of people, talent and upskilling at the 4As. “It has to be designed.”
