Social media platforms are an important part of our lives, helping us stay connected and informed. These channels have become the global town square — a place to speak up about various concerns and challenges in modern society, especially for the younger generation.
Born between 1997 and 2012, Gen Z is challenging the world as we know it. This passionate and vocal generation is not afraid to share its concerns about various social norms, including those related to the traditional workplace. Trends such as “Lazy Girl Job,” “Quiet Quitting,” “Act Your Wage,” “Loud Laboring” and “Shift Shock” are summed up under the collective term #WorkTok. Through this movement, Gen Zers are shaking up the conversation around workplace expectations and even making other generations reconsider the established work rules.
We asked HR experts to take a deep dive into this societal disruptor and explore how this movement is affecting companies.
KEY TAKEAWAYS
- Social media workplace trends like “Lazy Girl Job”, “Quiet Quitting”, “Act Your Wage”, “Loud Laboring” and “Shift Shock” demonstrate Gen Zers’ desire for better work-life balance, better pay, and higher transparency.
- Experts indicate that these social media trends could lead to lower productivity, and a “bare minimum” mindset.
- Companies shouldn’t ignore social media trends. Instead, they should redefine their work cultures and policies to respond to Gen Zers’ needs.
- Work-life balance and mental health support are among the top workplace priorities for Gen Z and Millennials.
The viral workplace trends you need to know
As Gen Zers tend to share their life journeys on social media, the discussion about work penetrates their favorite social media channel — TikTok. We singled out the most popular work-related trends, rounded up under the hashtag #WorkTok:
#LazyGirlJob
Don’t let the name fool you. It’s not about slacking off — it’s a push for lower-stress jobs that prioritize work-life balance.
As Senior Talent Manager at Omnisend and HR, Dovilė Gelčinskaitė, explains, this trend “promotes seeking lower-stress roles that support work-life balance.”
#QuietQuitting
Forget the drama. Gelčinskaitė clarifies that quiet quitting actually means employees don’t go on and beyond without proper compensation:
“The trend highlights the desire for fulfilling work that respects personal boundaries, where employees do only what’s required if extra effort isn’t fairly rewarded.”
According to the Gallup report, at least 50% of the U.S. workforce identifies with this mindset.
#ActYourWage
In a time of stagnant wages and rising costs, this trend encourages workers to match their effort to their pay, Gelčinskaitė explains. It’s a rallying cry for fair compensation, especially as financial pressures increase.
#LoudLaboring
The flip side of quiet quitting, this trend mocks people who shout about their efforts more than they actually work.
A professor of organizational behavior, André Spicer, describes it for The Guardian as “telling everyone what they have done. For these individuals, the actual work is a distant afterthought.” It’s seen as a social misstep, but it’s also a call for employers to focus on substance over showmanship.
#ShiftShock
Ever start a new job and immediately feel duped? You’re not alone. A Muse survey revealed that 72% of workers have experienced this, with many quitting within six months if the role doesn’t meet expectations.
The Muse’s co-founder and CEO, Kathryn Minshew, describes it as the “feeling when you start a new job and realize, with either surprise or regret, that the position or company is very different from what you were led to believe.”
Why is Gen Z creating #WorkTok trends?
The answer lies in a generation redefining the rules of work. HR Business Partner at RankUp.ua and HR expert, Alisa Volynets, claims these TikTok trends are a direct response to outdated norms:
“They are redefining traditional work dynamics, challenging the ‘workaholic culture’ and advocating for healthier work-life balance, fair compensation, and more meaningful work.”
Gen Z is also laser-focused on purpose. A Deloitte survey found that 86% see purpose-driven work as key to their well-being, and the CAKE.com 2024 Gen Z in the Workplace report shows that “60% of Gen Zers expect managers to care about their well-being.” Add to that rising costs, slow wage growth, and the feeling that hard work doesn’t guarantee success, and you get a generation unafraid to voice their frustrations online.
The CEO and Founder of Career Candor (an outplacement and career coaching company), Brittany Wilson, adds that Millennials and Gen Z have different experiences regarding the traditional work culture compared to older generations. She notes that the age-old career advice to “arrive to work early, stay late, work hard, and wait for the reward” wasn’t an adequate formula for these generations:
“Since 2008, job seekers needed 3+ years of experience to apply to entry-level jobs and wages haven’t kept up with home prices. The American Dream seems like only a dream, and Gen Z and Millennials realize that hard work won’t make it a reality.”
We also asked our interlocutors what the social media impact in business is — what are the pros and cons of these trends?
Pros and cons of #WorkTok
Compared to the previous generations, Gen Zers are more vocal and passionate about advocating for what they believe in. They have already received the title of the most purpose-driven generation.
But, is this “rebellious behavior” a force for good — or just a workplace headache?
#WorkTok pros
- Happier employees: Trends like #LazyGirlJob and #QuietQuitting push for healthier work environments. As Gelčinskaitė notes, “Healthier work-life balance reduces burnout, improves well-being, and boosts loyalty.”
- Empowered workers: CEO of Rivermate, an HR consultancy firm, Lucas Botzen believes these movements can lift employee morale: “Workers are feeling empowered to demand environments in which they are respected and valued — a positive factor that could raise morale and productivity if handled properly.”
- Cultural shifts: Companies are rethinking toxic work environments, offering flexibility, mental health support, and fair pay. These trends “push companies to rethink toxic work cultures and offer greater flexibility, mental health support, and fair wages,” says Volynets.
#WorkTok cons
- Productivity concerns: Setting boundaries is great, but as Gelčinskaitė warns, it can lead to a “bare minimum” mindset that hurts team performance.
- Entitlement risks: Employers may struggle to balance flexibility with the need for productivity and collaboration. Volynets warns about the “challenges in finding a balance between flexibility and productivity.”
- Leadership challenges: Trends like #LoudLaboring demand new management approaches. “Promotion decisions will have to shift from popularity contests to who is the best for the people and the business,” says career coach Brittany Wilson.
- Misaligned priorities: These trends cause employees to feel less commitment toward long-term goals. Botzen adds that over time “this can create friction where employees disengage from roles without open communication.”
How should companies react to #WorkTok?
For any employer noticing these trends at their workplace, it’s time to look in the mirror, our interlocutors say.
According to Tetiana Hnatiuk, Head of HR at Skylum, the best way to deal with these trends is to ensure your employees can maintain a good work-life balance:
“You might need to consider offering remote working options or redistributing the workload to avoid overwhelming employees. Additionally, this is where the work of HR becomes crucial. HR needs to stay in close contact with employees, schedule regular one-on-one meetings, and encourage them to voice any concerns.”
Gelčinskaitė suggests companies should use these trends as an opportunity to reassess workloads, clarify roles, and ensure fair compensation:
“Encouraging honest conversations about work-life balance and job satisfaction can make employees feel heard and valued, helping align individual and company goals.”
If employees show signs of minimal engagement, it’s not necessarily about their lack of ambition, she adds. It may actually reflect a need for more meaningful work or reasonable boundaries:
“In this instance, employers should focus on creating a culture of mutual respect and transparency. In some cases, leaders may need to redefine productivity, valuing impact over sheer quantity of work.”
Botzen believes listening to, understanding, and responding to the root cause of these trends is the best reaction for companies.
“Employers have to create a culture where workers feel safe enough to air their concerns. They have to go back to their workload, career development, and compensation policies and make sure they reflect employees’ needs. Straightforward growth plans, competitive compensation, and meaningful work will retain the motivated employees and make such trends less attractive.”
Therefore, companies should rethink their work policies, cultures, and values, and adjust to the needs of different generations in the labor market.
The future belongs to those willing to embrace the change
With the further increase of Gen Zers in the labor market, companies will likely have to cater to a workforce that values purpose, mental well-being, and fair pay.
Since Gen Z emphasizes work-life balance and transparency more than previous generations, Gelčinskaitė believes companies willing to change will likely see a shift toward a flexible, purpose-driven work environment:
”Companies that adapt may see stronger loyalty and innovation from this tech-savvy, creative generation, while those that don’t could face higher turnover and lower engagement.”
All in all, Wilson is convinced Gen Zers and Millennials are going to make workplaces more authentic:
“They’re going to bring purpose back to work and create a world where work adds to our lives, instead of taking from it.”
At CAKE.com, we understand the importance of work-life balance. To find out more about this subject and how different generations approach workplace culture, we asked our customers for their opinions. Take a look at our findings in the 2024 State of Workplace Culture and Work-Life Balance Report.