Gen Z Unfiltered: Three, six months, and a year in – a real reflection of 2025

Hi again, Ellie here. If you’ve been following along the series, firstly thank you for making it this far! Secondly, you’ll know that last time I was lucky enough to be given the opportunity to learn from my own experience leading a panel, and that just tells you there’s a first time for everything.

And one thing I wish I’d known before starting? Apprenticeships come with a lot of responsibility. It’s not quite like a full-time job – it’s how much you’re willing to invest in all the extra bits too that really matters.

Now, I’m at the in-between stage. The stage no one really talks about. I completed my apprenticeship with flying colours, finally seeing how far I’ve come. I’m also trying to figure out what’s next whilst reflecting on my many challenges and achievements this year.

AI isn’t all that

Not to mention, it feels like I’m continuing my career in the middle of an industry identity shift, because AI is no longer a “future trend” – it’s happening right now. As someone who is still learning the fundamentals, it’s strange to watch things change whilst trying to understand them.

I’ve thought about how we, Gen Z, can prove ourselves in a role to stay relevant in a landscape that keeps evolving. And I believe we hold an advantage. We’re stepping into a world where adaptability isn’t optional, it’s essential. Therefore, our value isn’t in how many tools we know how to use – it’s how we question them.

Just because something can be automated doesn’t mean it should be. Human insight, emotional intelligence, cultural awareness and creative judgement still matter. If anything, they matter more than ever.

P.S. You’ll hear more from me on this very soon!

Lessons of the year

Whilst reflecting on my challenges and achievements for the year, I’ve found it easy to convince myself that I haven’t learnt anything at all. And it’s because I’m surrounded by such incredibly talented, experienced individuals – the people I work with every day and those I’ve met at the events that have shaped and inspired me. I may be bias but the IPA Media Planning & Strategy Summit was one my favourites.

Back to the point... if you’re thinking the same, please remember you’re your own harshest critic. So, here’s the biggest lessons I’ve learnt from three to a year in – I hope this prompts you to think about yours!

1. Sit in on the meetings – even the ones you’re “not needed” in

At first, I thought value came from having a speaking role. But some of the most important learning happens in silence. Sitting in on meetings, even when I wasn’t directly involved, helped me understand the why behind decisions. You start to see how strategy, creativity, data and relationships actually come together.

2. Make as many mistakes as you need to

I used to be scared of making mistakes because I thought it would prove I didn’t belong. Now I understand the opposite is the best thing you can do. Mistakes are where the real learning happens. There isn’t always a “wrong” way to do something – just ways that can be improved. And that 1% better every day is the whole point.

3. Ask the question — even if your voice shakes

There will always be someone in the room thinking the same thing as you. Staying silent doesn’t make you look more professional, it just makes you invisible. Asking questions shows curiosity, engagement and growth. Over time, the more you speak up, the more confident you become.

4. View everything through a consumer lens

I’ve started to ask myself: Would this stop me scrolling? Would this make me choose this brand over another? Would this actually resonate with people like me?
Being part of Gen Z means I may not just be working on campaigns for an audience — I am the audience. That difference in perspective isn’t something to downplay. It’s a strength.

5. Start mastering the process, not just completing the task

At first, your focus is just on doing things correctly. Then a shift happens. You begin to understand why tasks exist in the first place. Once you understand the ‘why’, you start to move from “apprentice” to “professional”. You don’t just deliver work — you contribute to the thinking behind it.

Being part of the generation that has never known life without the internet, social platforms or instant answers, I’ve realised our real power isn’t digital fluency — it’s discernment. Knowing when to use new technology, when to question it, and when to trust human instinct instead.

I still have moments of doubt. I’m still trying to figure out what’s next. But that’s the unfiltered truth: no one ever really stops learning. The only difference is that now, I finally believe I deserve a place in the room while I do it. And honestly? That’s my biggest achievement of all.

The opinions expressed here are those of the authors and were submitted in accordance with the IPA terms and conditions regarding the uploading and contribution of content to the IPA newsletters, IPA website, or other IPA media, and should not be interpreted as representing the opinion of the IPA.