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Writer's pictureGaven Waldrop

Dreamscapes in The Workspace: A Gen Z Perspective on Marketing

Updated: Aug 1



As a recent graduate from W.P. Carey School of Business, I’ve understood that Marketing, while often labeled a science, is fundamentally an art. This realization didn’t come quickly. Like many in my generation, I grapple with a voracious appetite for understanding the world around me. As a young person, it’s not my job to be an expert, so I embrace the journey of continuous learning and exploration. My job, for now, is navigating the gray areas that blend art and science.


While at university, I often questioned whether Marketing would challenge me enough in the future. Theoretical knowledge came naturally, but I yearned for an understanding that transcended textbooks. In my final semester, this quest for knowledge led me to question the very essence of Marketing. Was it merely a scientific, strategic endeavor, or did it hold a more profound, artistic value?


This period of doubt coincided with a pivotal moment in my life. I found solace in the community around me and took up a barista job that taught me independence and resilience. Seven months into my role at The Felice Agency, I now see why my professors emphasized the artistic aspects of Marketing. It’s a job, yes, but it’s also a medium through which we can express creativity and humanity.


Marketing, like life, is a balancing act. It’s about respecting the delicate interplay between the logical and the emotional, the binary and the gray. Respect, both professionally and personally, is a cornerstone of good Marketing. It’s not just about making decisions but making them with grace and intentionality.


Initially, I wanted to believe that Marketing was an ethical binary, a clear-cut path to helping people the “right” way. However, reality taught me that we can’t ethically make people want our help. At The Felice Agency, I’ve learned to respect Marketing for what it truly is—a responsibility. The people behind the decisions turn a job into a passion, blending artistry with accountability.

Many businesses need to pay attention to this point when pursuing brand sustainability. They focus so intently on “getting to” their targets that they lose sight of the people behind them. In the rush to identify with their audience, they forget the essence of respect and humanity. This is where Marketing ceases to be an art and becomes a mere job.


Throughout my life, I’ve been fortunate to be surrounded by supportive individuals in both personal and professional spaces. I don’t claim to hold universal truths for my generation, but I have one piece of advice for agencies and leaders striving to understand Gen Z: Create an environment that allows us to dream. Give us the space to make mistakes, learn, and improve. Don’t expect trust without earning it. Leadership, like Marketing, is just a job unless backed by genuine respect and humanity.


This approach has been pivotal at The Felice Agency. It’s the most significant lesson I’ve learned about Marketing, a principle that will continue to guide my journey in this ever-evolving field.


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