What Gen Z Is Teaching Us at Work: The Risk of Getting It Wrong

Like many, I recently found myself falling down a rabbit hole—learning about online subcultures like Groypers and brainrot meme culture.

This post isn’t a political commentary on recent events. Instead, I want to explore what these online dynamics can teach companies about the next generation of employees and consumers.

What struck me most is that brainrot is more than mindless scrolling, and memes are their own language. It’s cynical, ironic, and often absurd. For Gen Z and younger generations, this is how they process an oversaturated, unstable world: a meme that mocks meaning while signaling belonging. It’s connection through detachment. In the environment they grew up in, they learned: don’t trust institutions, don’t expect authority to have your back, and call out anything that feels fake.

Companies need to recognize that skepticism doesn’t stop when they enter the office doors. In my “Is this really progress?” post, I asked whether shiny new tools and processes actually bring us closer to what employees need—or just create noise. Gen Z is already fluent in spotting when something rings hollow. If they see the gap between what a company says and what it does, they’ll call it out—or worse, meme it into ridicule.

And in “Perfect Storm Pt. 3: The Empty Pipeline,” I warned that our talent challenges are deepening as traditional pipelines dry up. Layer on this generation’s online formation, and it’s clear: companies can’t assume young talent will simply slot in.

But the challenge goes deeper. As Suzy Welch recently noted in Fortune, younger generations are facing a deep crisis of burnout without hope. She shares they’re working as hard as previous generations, but without the belief that effort leads to reward.

The data is sobering. Only 31% of staff under 35 say they’re “thriving,” and more than 50% of young people fear they’ll be poorer than their parents. Gen Z is graduating into a world of heavier student debt, rising housing and healthcare costs, and limited career prospects. They’ve also watched their parents and siblings work hard, only to be laid off!

Their loss of hope changes the stakes for employers. It’s not enough to attract young talent. You have to convince them that investing their energy in your organization is worth it. Without that, skepticism deepens, trust erodes, and loyalty becomes fragile.

The danger if companies get it wrong

Here’s the warning: when companies miss the mark, younger generations don’t just grumble quietly. They post. They record. They share. And in an era where cancel culture is woven into daily life, one bad experience can snowball into a viral moment.

We’re already seeing it—laid-off employees filming their last day, rejected candidates posting interview clips, frustrated workers screenshotting rejection emails. These aren’t isolated outbursts. They’re shaping how people perceive a brand.

But the risk is bigger than reputation. Gen Z and younger generations will soon make up the bulk of your workforce. And they aren’t bound to organizations in the same way past generations were. With side hustles, gig work, and entrepreneurial paths, they’re less dependent on traditional employers for their livelihood. A single viral video can undo millions of dollars in recruiting and brand spend overnight. If employees don’t trust you—or don’t feel respected—they’ll leave. And you may not have the pipeline to replace them.

The hopeful path forward

Here’s the good news: companies aren’t powerless in this environment. Internal comms can do more than manage information—it can build the trust that younger generations rarely see elsewhere.

This means creating a culture of dialogue—answering real questions, owning mistakes, and making people feel they matter. It means preparing leaders to engage with honesty and empathy, not just polish.

For a generation fluent in irony and skepticism, authenticity isn’t a nice-to-have. It’s the currency of trust. When internal comms helps employees feel their voice matters, it shifts the dynamic from eye-rolling detachment to real connection. And that connection doesn’t just protect reputation—it drives retention, engagement, and long-term resilience.

What story is your culture telling the next generation, and is it one they'll want to be a part of?