Gen X in a Sea of Gen Z: Confessions of the Oldest Social Media Strategist in the Room

As a proud member of Gen X, and frequently the oldest person in the meeting, I’ve spent much of my career in the ever-evolving world of social media, surrounded by colleagues who often represent younger generations. At first glance, one might assume that age would be a barrier in such a fast-moving, youth-driven industry. But after years of collaborating across generations, I can say with certainty: a multigenerational workforce isn’t just beneficial, it’s a competitive advantage for any team.

Social media thrives on understanding people. When your team reflects a range of ages and experiences, you’re better equipped to craft strategies that resonate with a broader audience. While digital natives may intuitively understand the latest TikTok trend, Gen Xers (like me) bring insights from decades of marketing evolution, consumer behavior shifts, and cultural milestones. This diversity of thought leads to richer brainstorming, more robust campaign ideas, and content that connects authentically with all age groups.

When I first started working on the AARP account, I was more than a little surprised to realize I was the target audience! As a lifelong runner and triathlete, I take pride in breaking age stereotypes. For content to truly catch my attention, I need to see myself authentically reflected in the creative. So, when my younger creative team pitches content featuring elderly women for a Gen X membership campaign, I remind them: I’m the target audience, and I don’t see myself in that creative. That’s why authentic representation matters.

One of the most rewarding aspects of working in a multigenerational team is the constant opportunity for mutual learning. I may have years of experience navigating client dynamics and building long-term brand equity, but my younger colleagues keep me sharp on emerging platforms, memes, and content formats. In turn, I’m able to mentor on strategic planning, audience insights, and the importance of brand voice consistency. When we’re open to learning from one another, everyone grows, and the agency thrives.

Age diversity naturally brings a variety of viewpoints to the table. Healthy debate around creative concepts, platform choices, or even the tone of a post often leads to more innovative solutions. I’ve seen firsthand how a respectful push-and-pull between generations results in breakthrough ideas that neither group would have reached alone.

Brands which serve intergenerational audiences, need agency partners who “get it.” When we show up with a team that spans Gen Z, Millennials, and Gen X, we demonstrate real-world understanding of the audiences our clients are trying to reach. This not only builds trust but drives better results because we’re creating campaigns informed by lived experiences across the age spectrum.

Perhaps the most important lesson I’ve learned is that age is a source of strength, not something to hide. My years in the industry have given me perspective on the cyclical nature of trends, the importance of resilience, and the value of relationships. When combined with the energy and fresh thinking of younger team members, it’s a formula for agency success.

For agencies looking to harness the power of age diversity, intentionality is key. Foster mentorship programs, encourage open dialogue, and celebrate the unique contributions of every generation. By breaking down silos and building a culture of respect, you’ll unlock the full potential of your team and deliver exceptional results for your clients.

As the oldest person in the room, I wear my experience as a badge of honor and I encourage my team to do the same, whatever their age. The future of social media is not about any one generation; it’s about all of us, learning and growing together. That’s how Dobbino stays ahead and that’s the story I’m proud to share.

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Tzatzil is an advertising veteran, social media strategist, and passionate advocate for active living. She’s partnered with brands like AARP, Merck, and Pfizer to transform big ideas into meaningful connections and campaigns that build trust with diverse audiences. For Tzatzil, marketing isn’t just about visibility, it’s about creating impact. When she’s not shaping brand stories, she’s running marathons, exploring the world with her husband and four boys, and championing women’s wellness wherever she goes.