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What Gen Z and Millennials can teach each other about PR

Golin MENA’s Natasha D’Souza reflects on Gen Z–Millennial differences shaping PR - from phone calls to hustle culture to hybrid work.

Golin MENA’s Natasha D’Souza on how generations - Gen Z and Millennials - are reshaping PR, from calls to hybrid work.

Scrolling through LinkedIn and Reddit lately, one thing keeps popping up: the “Gen Z vs. Millennial cringe” debates. Everyone’s comparing values, habits, and digital preferences – often with more drama than clarity. Newsweek even picked it up recently, highlighting how these viral conversations are sparking real tension (and plenty of memes) between the two cohorts.

It got me thinking about my own workplace reality. I sit across from my colleague Janice – she’s Gen Z, I’m a Millennial – and we do the same briefs for the same clients. Yet our habits, instincts, and approaches couldn’t be more different. Some of what people laugh at online has truth underneath, and our daily


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the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.