Gen X Was Promised the Corner Office. They Got Layoffs Instead.
The forgotten generation holds lessons we need to remember.
3 Second Summary | TL:DR
Gen X trained for their dream jobs only to see them disappear with updated technology and business expectations
With AI, all of our jobs are about to switch again
It doesn’t you’re out of luck - yet - but that you should be prepared
Once, not so long ago, you could star on MTV’s The Real World and then begin a career in HR. (I think about Danny, like, once a week.)
This was the promise to Gen X: a world of creative, personality-driven ambition that fit snugly into stable corporate careers.
It didn’t take long for the MTV generation to witness the promise crumble.
Last week, the New York Times reported on the frustrations of Gen X, who were once promised clear career trajectories, and have instead faced layoffs, stagnation, and the need for constant reinvention.
It’s a cautionary lesson for other generations navigating today’s shifting job market — in particular millennials. (Yes, it always comes back to us, at least in this newsletter). We entered the workforce following the Great Recession (meaning, general disillusionment with corporate leading to less loyalty to one company for life) and at a time when the tools we grew up with were being leveraged for business success (Facebook, Instagram, etc.)
This benefited our careers, where we often times — as my Gen X friends remind me — were spotlit as the company stars with little experience, other than knowing how to craft a killer tweet.
A similar upheaval is coming for today’s marketing and creative professionals—but with AI as the accelerant. Forrester recently reported that U.S. ad agencies will automate 7.5% of their workforce — 32,000 jobs — by 2030. (Five years from now! Five!)
The old playbook of specialization is dead.
The next era belongs to those who can evolve.
If you’re a millennial or a younger creative, consider this your wake-up call. Here’s what you need to know to survive and thrive in the next decade.
1. AI Will Replace Tasks, Not Thinkers—Yet
Automation and AI will eliminate process-heavy, junior-level roles first, just as digital tools replaced photo lab techs and magazine editors in the 2000s.
But original, high-level creative problem-solving remains harder to automate. Your best defense is to develop unique skills and strategic thinking that AI can’t replicate.
2. Specialization Alone Is a Trap
Gen X creatives learned the hard way that being great at just one thing wasn’t enough. If you’re only a copywriter, designer, or strategist, AI-powered tools will soon encroach on your work. The solution? Cross-train and expand your capabilities—brand strategy, storytelling, creative direction, and audience insights are critical differentiators. These will stand out in interviews, portfolios, and recommendations.
3. Marketing Is No Longer an Agency-Only Game
Traditional ad agencies are shrinking, but marketing itself isn’t disappearing—it’s evolving.
In-house teams, independent creative studios, and brand-owned content hubs are booming. The biggest opportunity? Position yourself where brands need real, adaptable creative leadership, whether inside a company or as a flexible consultant.
4. AI Can Be Your Creative Co-Pilot, Not Your Enemy
The smartest creatives aren’t rejecting AI—they’re integrating it. AI-driven tools will enhance efficiency, freeing you to focus on high-value strategy and conceptual work. It is critical — and I can’t say this enough — that you learn the tools. If more businesses are using AI, they will need people - yes, people! - to drive them.
If you’re a designer, consider learning prompt writing and developing a POV of how it could be used for your output; as a copywriter, consider learning how to populate a draft from AI. Junior level roles will be filled with talented people who know how to use the tools to their advantage.
5. The New Creative Economy Demands Entrepreneurship
Job security in marketing and media is more fragile than ever. Freelancers, indie studios, and personal brands will have more leverage in the coming years. Start building your own creative identity outside of your day job—whether that’s a content platform, consulting business, or a niche expertise that positions you as a go-to authority. I’ve been able to reference this very newsletter with clients for learnings and insights. Plus, as a hiring manager, I also want to know what drives people creatively outside of work, as I believe it helps create a healthy separation from the business output.
6. Speed and Adaptability Matter More Than Ever
A marketing campaign that once took six months is now turned around in six days. The brands that win in the AI era will be agile, experimental, and responsive. If you’re still working in rigid, slow-moving processes, you’re already behind.
7. Your Network Is Your Safety Net
With AI reshaping creative work, the most valuable asset you have is not your portfolio—it’s your relationships. Build strong connections with collaborators, clients, and industry peers. When roles change or disappear, your network will be the key to new opportunities. I've received 100% of my full time jobs through leveraging a network. As I build my own agency, I’m far more apt to trust recommendations from legitimate sources than a cold LinkedIn message. It’s a scary reality, but it’s a reality nonetheless. Get out there and start building.
Closing Thought: Reinvention Is the New Normal
Creatives may see their world change overnight — after all, it’s happened before. Professionals now face a similar reckoning, but with the advantage of foresight. The future belongs to those who embrace change, leverage AI as an ally, and constantly redefine their value.
Don’t wait for disruption to happen to you. Own your evolution.
What do you think? Do shifts in the industry keep you up at night? Or are you confident in your skillsets to manage the shifting world?