What loud quitting tells us about Gen Z

Sporting sophisticated smart phones, Gen Z are the first to be digitally native. They also are a generation that loves sharing online. From personal updates on social media to campaigning for their beliefs, Gen Z are keen to let everyone know who they are and what they’re up to.

 

But loud quitting is something that companies and charities should avoid. We look at the generation’s “loud” use of technology and how to harness it.

 

 

Quiet and loud

 

Looking back on the pandemic years, the workforce saw a trend. It was called quiet quitting. The movement was about workers who are doing the bare minimum to get by.

 

Why quiet quitting is problematic is that it has gone viral. On TikTok, there are not only videos of Gen Z lamenting their jobs, but how-to-videos. Access Group describes a few work habits related to this trend. The classic signs include staff participating less in optional activities. They also include unwillingness to “go beyond,” and lack of career ambition.

 

Quiet quitting is typically seen in younger workers and middle management who perceive themselves at risk of being laid off.

 

Now, there’s been a change from quiet to loud quitting. 

 

 

Embarrassment for organisations

 

Loud quitting is the ultimate act of revenge. According to Forbes Magazine, “unlike quiet quitting, these folks are dramatically leaving their jobs.”

 

Primarily filmed by Gen Z, the viral videos on TikTok show how employers have fired staff. Most often, employers do not realise that they are being recorded.

 

The Financial Times revealed how troubling loud quitting is. They document “Quit-Tok” videos that feature how insensitive employers can be, poor working conditions, and bad treatment by managers.

 

The financial paper then suggests why Gen Z are documenting these experiences. They note that the aim may be not only to expose working conditions, but to show authenticity and disregard for traditional hierarchies. Gen Z are taking it up with managers. They are often also seen talking back to HR departments and accusing employers of unfair dismissals.

 

 

Get ahead of TikTok

 

While “loud” videos are a means for Gen Z to expose unsound work environments, the strategy can work to the advantage of charities. Getting to the root of the Gen Z psyche also means understanding what else they do loudly.

Luckily, Gen Z are also showing the impact of volunteering and fundraising.

 

They do so in loud ways. TikTok is used as a preferred, short-form way of sharing experiences.

 

 

How New Story Charity went viral

 

One of the most lauded examples of going viral is how global housing charity New Story  shared impact on TikTok.

The architect of the social media campaign is Sierra LaDuke. Her unconventional TikTok videos have engaged and amused audiences. Appealing due to its weirdness, one of the first showcased odd-looking steel rods contained in concrete blocks.

 

The narrator explains how builders use these steel rods in construction. They use them to keep open the option to add more floors on top.

 

 

Why the video went viral is fascinating

 

The posts tested the theory that TikTok only showcases light-hearted, dance-oriented content. Her video leaned into educational content and answered a question that audiences didn’t even know they had. The other element of this video is its authenticity. The graphics and layered icons are basic. But the outcome is amazing: the video has over 5.2 million views.

 

To sum it up, Sierra says: “That’s what I love about TikTok, is that raw, janky kind of edits that resonates with the audience. You can really throw something together and people enjoy it more than a super polished video.”

 

 

Our top tips to being loud

 

To get the full benefit of the loud phenomena, double-click into how Gen Z think. Our top tips are below.

 

Going mobile: Gen Z tap into their phone more than anything else. In terms of being loud, Gen Z use their recording device to showcase exactly what they are doing at the moment. Live videos appeal to this generation.

 

Authenticity: Gen Z take authenticity to the next level. Not only do they want to share how they are feeling, they do the same with experiences – the good, bad, and ugly matter!

 

Take a stand: Gen Z aren’t afraid of controversy. Don’t tiptoe around touchy subjects. Many people of this generation want value alignment.

 

Gen Z want to give: Gen Z are among the most generous of generations. To tap into their loud universe, make sure there are ways for them to support the cause. Donating, volunteering, and getting the word out are all good options.