Nicole Doherty.
Are you a leader wondering what’s up with Gen Z? The answer is simple, writes This is Flow’s Nicole Doherty – they want clear expectations, direct communication and certainty about where they stand. Leaders who deliver it will unlock stronger performance across every generation.
It’s an experience shared by many early-career professionals: sitting in a meeting, nodding along, absorbing a high volume of information – only to return to their desk and realise just how much there was to process.
This scenario is more than just information overload. It’s a snapshot of how Gen Z experiences the workplace.
As the MFA’s recently released whitepaper, The Gen Z Effect, puts it: “For Gen Z, communication isn’t just about information, it’s about certainty.”
That distinction matters. While conversations about Gen Z often focus on attention spans or digital fluency, what really matters is clarity. Gen Z professionals want to know exactly where they stand, what’s expected of them, and whether they’re moving in the right direction.
And despite common preconceptions, Gen Z are not resistant to direct interaction. In fact, 47% of Gen Z actually prefer in person conversations, according to the MFA whitepaper. This challenges the assumption that communication must be digital first to resonate. Gen Z may be fluent online, but when situations are complex, unfamiliar, or involve high-priority clients, they seek face-to-face conversations. These interactions provide something digital cannot: the chance to ask questions and gain clarity in real time.
Language presents another critical factor.
When I reflect on starting out in the industry, one challenge stands out: the language we use. Acronyms and shorthand that feel second nature to seasoned professionals can be overwhelming for newcomers. While this speeds things up, it also assumes a level of knowledge that not everyone has yet.
The whitepaper tackles this directly. When communication depends on inference or unspoken norms, Gen Z doesn’t disengage because they don’t care, but because they don’t feel certain enough to contribute. And it’s difficult to participate with confidence when you’re still translating the conversation in your head.
What made the biggest difference early in my career was simple: a manager pausing to explain a term, clarify a point, or check understanding. These small actions build confidence quickly and enable meaningful contribution sooner.
The takeaway for leaders isn’t a need for new tools or structural change, but more intentional communication habits:
- Decode jargon in real time. Not everyone will feel comfortable interrupting to ask.
- Be explicit about what “good” looks like. Clear expectations remove ambiguity – reverse timelines can help define who does what and when, providing structure and transparency. When success criteria are defined, performance becomes easier to achieve.
- Close the loop quickly. Gen Zs interpret silence as negative feedback; timely responses build trust and confidence.
Leaving a meeting unsure is rarely about capability. More often, it’s about clarity. When leaders prioritise both, they create environments where everyone – not just Gen Z professionals – can contribute and thrive.
Nicole Doherty is Account Executive at This is Flow and an NGEN Committee member. NGEN is the the MFA’s flagship training program for media professionals with less than five years’ experience.