Does Gen Z think PR is a ‘lazy girl job’?

In light of the current #lazygirljob TikTok trend which suggests that ‘hustle culture’ is out of favour and young people are now more in pursuit of careers out of necessity rather than passion, this week, our Account Executive, Iona Mackay, spoke to PR Week about her view on the subject and whether she thinks PR could ever be classified as a #lazygirljob.

She says: “In my experience, I really don’t see PR as a #lazygirljob. At Zambuni, we work hard for our clients, not because we have to, but because we want to. From championing environmental lawyers, to introducing people to fly-fishing, wild food, and conservation, we are always learning new concepts, creating new strategies, curating full-service festivals, and positioning clients in prime places on the shortlists of tier one publications. All of this requires a high level of human interaction and communication; it means really listening to our clients’ needs and actively achieving success in their individual definition of the word. I wouldn’t be able to do any of this without a sense of personal investment in my work. I am fortunate to feel passionate about what I do and to work as part of a team of three incredibly dedicated women. We have a hybrid model of flexible office space in London, frequent working from France, and home, which works so well for us. Our work takes effort, but it is worth everything to me. “

Image: Jack Godwin Photography