Why Adland’s “Always On” Culture Is Killing Creativity & Creating Burnout
Charles Sturt University’s lecturer in communication, Victoria Erskine (pictured below), shares research on the impacts to wellbeing for content creators, storytellers and digital professionals who are under ever more pressure to be ‘on’ 24-7…
Just another day at the office
7pm: you’re heading home for the night, grabbing some dinner on the way and planning to squeeze in a quick walk with the dog, when you get a text from your boss to jump online and check out the backlash taking off on your client’s Facebook site after an ill-advised tweet from the CEO has gone viral.
No need to go back to the office to deal with this crisis – you can do it all from your phone as you line up at the Thai takeaway. You can monitor, respond and report back on how you calmed the social storm with ease while your boss gets on the phone to the CEO.
8pm: The Pad Thai goes cold on the kitchen bench as the dog gives you one of those “when can we go out and play?” looks …again.
10pm: You just need to see what the headlines are saying before you head off to bed. Too wired to sleep, you keep the phone by the bed and social alerts on…just in case something blows up overnight.
As I prepare to meet a new cohort of undergraduate communication students starting uni next week, I find myself questioning how can I even hope to prepare them with the knowledge, skills attitudes and more importantly resilience they are going to need to thrive in an industry that invented the 24/7 “always on” culture.
“Always on” culture expected in communication jobs
I read with no surprise but a heavy heart, the account on ABC online of media professionals as young as 21 suffering burnout which supported what has been well reported as a decline in mental health of young people, so much so that it is now a WHO priority.
While stress in the media industry is nothing new, after the hellish summer of bushfires we have recently experienced, I am more concerned than ever about the wellbeing of frontline communication professionals.
Drought, bushfires, floods, Coronavirus. The pressure for brands to achieve Insta-fame and the public’s insatiable appetite for constantly refreshed news and information, is turning many media and communication professionals into zombies.
“Things can be fine one minute and a flaming ball of fire the next. You need to be resilient to deal with these situation in a quick, professional and efficient manner.” Regional PR practitioner
This is a world where the public demands greater empathy and authenticity not only from our politicians (hello #scottyfrommarketing) but equally from big brands, banks, insurance companies, supermarkets – frankly, any business. This adds even more responsibility for content creators, story tellers and digital natives behind the scenes to deliver more innovative ways to connect and build trust with the distracted masses.
No pressure.
Getting wellbeing on the agenda
It’s encouraging to see the Public Relations Institute of Australia has this topic high on the agenda building on a 2018 study that showed people in the media, marketing and creative industries were 29 per cent more likely to show symptoms of anxiety than the general population. In the UK the Public Relations and Communications Association has developed a mental health tool kit where it claims 89 per cent of public relations professionals have struggled with their mental health in the last year. The top reasons reported; heavy workload, competing deadlines, demanding clients, low self-worth on the job and lack of work-life balance.
What this is all pointing to is a need for professionals at all stages of their careers to be more aware of the factors that undermine their ability to operate effectively in a profession where the currency is problem solving, critical thinking and fast paced decision-making. While the industry has been obsessed with education around technology, AI and digital media and the pressure to be on top of this rapidly changing media landscape, it is equally as critical to the future of our profession that we all have a clear understanding of the personal and professional protective factors needed to maintain resilience.
Fighting the zombie culture
In two studies in 2019, my fellow Charles Sturt University researcher Dr Sharon Schoenmaker and I surveyed communication professionals and students and discovered they have a strong sense of what helps build resilience but can’t always make it happen.
Our research shows the following five factors help practitioners to build resilience: strong relationships, determination, reflexivity, a positive attitude and self-care practices like regular exercise, socialising with friends, mediation and mindfulness practice. In short, prevention is much better than a cure.
But it’s not all up to the individual. Organisations have a major role to play in encouraging the ability of their communication professionals to practice the initiatives that build resilience and prevent burnout. Communication professionals need to know they have ongoing employment and a supportive organisational culture, that they have agency to be able to make changes and speak up. And professionals need to trust their emotional intelligence and adaptability so they can read their workmates and accurately judge their own sense of wellbeing, to collectively build resilience at work.
Resilience means learning how to be adaptable but it is so much more than that. As educators we need to model to emerging professionals how to embed resilience as a non-negotiable part of their daily practice at work. Opportunities to practice resilient responses in supported learning environments where academics and their peers believe in its value is critical. Our duty of care to our students demand we as the experienced professionals step up to the plate.
It’s never been a more exciting time to work in communication and I am so hopeful about the future career prospects for our students who will have skills that are highly valued and essential to create more meaning, greater human connection and understanding in our increasingly crazy and complex world.
Please login with linkedin to comment
Charles Sturt UniversityLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.