Gen Z and compassion fatigue—how brands can engage an exhausted generation

In 1992, a nurse named Carla Joinson observed how colleagues in the hospital handled tragedies on a daily basis. She became increasingly concerned over their lack of compassion and published an article about it. Joinson was the first to give it a name, “compassion fatigue,” which she describes as a type of burnout for caregivers. When constantly faced with suffering and often unable to alleviate it, they became exhausted and their mental and physical health deteriorated. On top of that, their capacity to care for others was also depleted. They cared so much, they could no longer care at all. Since then, researchers have proved that this is a real condition with real symptoms. Exhaustion, disrupted sleep, anxiety, headaches, irritability, numbness, self-medicating to the point of addiction, a decreased sense of purpose, emotional disconnection and difficulties with personal relationships have all been linked to compassion fatigue. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here So, why am I talking about a condition that supposedly affects only caregivers in an advertising context? Let’s jump forward to 1997, when Gen Z are now babies in the hospitals Carla Joinson was observing just 5 years ago. From now until 2012, the world’s largest generation is born. Coinciding with this is the rise of the internet, establishing Gen Z as the first “digital native” generation. Sure, Boomers might look on with envy as we easily navigate software updates, microtrends, and converting PDFs. Having grown up with this technology seamlessly integrated into our lives means we can adapt quickly, and this does give us an edge in the workforce. However, everything has a downside, and our codependent relationship with the internet has many. With mobile phones and social media, we now have an inescapable 24/7 news cycle. And it’s not just news channels that have devolved into screaming matches; it’s in the YouTube reaction videos, the TikTok duets, the comments below, and the private chats on the side. Everyone has a perspective and opinion, and all of it demands your attention. Most importantly, with social media, the victims now have a voice. Do not misunderstand me; this last point is irrevocably a good thing. Because we can now bypass mainstream news outlets, we have seen monumental shifts in our society. The #MeToo movement, Arab Spring, Black Lives Matter and many more were all made possible because people now had a platform to share their stories and find support. But it does have side effects. Support demands compassion, which we now know is a finite resource. Where older generations had the luxury of turning off the TV or closing the newspaper when it got too much, for Gen Z it’s not so simple. Cries for help are cut into neat, bite-sized clips to be lost in a doom scroll. Many do their best to help, whether by sharing, protesting, donating, petitioning, changing the words they use, the products they choose and the brands they buy. In fact, according to a study by McKinsey, nine out of 10 Gen Zers look past themselves and believe companies have a responsibility to address environmental and social issues. Still, there’s only so much one individual can take before it starts to feel overwhelming. According to surveys by the CDC, 47% of Gen Zers regularly feel anxious, 58% say they lack purpose, 34% are lonely and 33% report feelings of hopelessness. This is where compassion fatigue comes in. From my own experience, I must have scrolled past 20 tragedies just on my way to work. If I paused for each one, I’d be ugly crying by the time I clocked in. So, it’s not that we don’t care anymore; we just want a break. The question is, how do you cut through the noise and get this generation to spend that last crumb of compassion on your cause? Football marketing news Tracking Super Bowl, NFL and college brand moves Read more here Advertising needs to take a note from the nurses. Aside from self-care, meditation and maybe some therapy, another recommendation to combat compassion fatigue is to prioritize what you value. So, Gen Zers have had to become selective with what they give their attention to. Personally, I’ve had more than enough gloom and doom. What I would strongly urge brands to avoid is relying on the good old-fashioned feelings of guilt and shame to spur action. You see, this generation wants change, but it also wants to maintain its sanity. This is why its members want brands to take up the charge, and they’ll decide if they deem it worthy. At its core, the approach is simple: Find a purpose, create a solution and you’ll find followers along the way. But to really stand out, brands should take it a step further. Is the solution actually impactful? Is it a fresh take on an issue? Does it have an infectious energy in a good way? Some campaigns I especially loved that I think hit the right tone include Orange: Women’s football, Adidas: Runner 321, Privateer: Space Trash Signs, and Specsavers: The Misheard Version, to name just a few. Whether it’s humor, craft or an unexpected execution, all these things can help a campaign stand out without taking a toll on an already exhausted target group. If it’s inspiring, fresh and factual, I’d happily follow it into battle. See all of the 2024 Small Agency award winners here

Gen Z and compassion fatigue—how brands can engage an exhausted generation

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