13 hours ago
Out with Task Masking, In with Authentic Workplaces
Gen Z is adopting the trend of task masking. Here's how managers can effectively respond.
What is task masking, exactly? Well, if you're at a loss, you're not alone. It took me about an hour to even skim the surface and figure out how this new movement is impacting the modern workplace. And let me tell you, it's becoming quite popular, especially among Gen Z. In fact, according to a recent article by Fortune, there's an entire TikTok feed that provides tons of advice to employees on how to look busy without even breaking a sweat.
So, how did this become the new norm? Some believe that the return-to-office mandate had a significant impact on it. But who's to say exactly? That fact is, if you do any research on task masking, you come back with numerous possibilities behind this growing trend.
Some suggest that it's nothing more than a stance of rebellion by angry workers. Others, like Gabrielle Judge, known on TikTok as Anti Work Girlboss, believe that task masking is nothing more than strategic disengagement, where people disengage because it doesn't move the career needle forward. In short, Judge, unlike many critics, views this trend as a positive development because, from her perspective, it exposes inefficiencies within a business.
Why Is Gen Z Embracing This Trend?
So, who has it right? Is Gen Z trying to prove the inefficiency of in-person workplaces, or are they simply refusing to be bothered with their job? The opinions on this topic are endless, but here are my two thoughts on why I think Gen Z is leaning toward task masking.
It's essential to remember that when Gen Z entered the workforce, they were accustomed to conducting everything online. Many of them from this generation had little to no in-person interaction during their last few years of high school. So, for some, the idea of spending 8 hours in an office space was overwhelming and, in their mind, a massive waste of time. Think about it: for years, they were independent learners. They had to figure out how to navigate a global pandemic while working from isolation.
Now, for many of us, this would seem like torture. And perhaps that's why older generations, compared to younger ones, are so set on getting back to normal and returning to the office. But we need to ask ourselves two questions:
Another significant factor contributing to the increase in task masking is the rise of constant burnout for this generation. According to a Gallup study, 68% of Gen Z and young Millennials reported feeling stressed. Over half of an entire generation in their 20s is already feeling high levels of stress. And why wouldn't they?
As the increase in AI integration, the scarcity of entry-level work, and the looming insecurity of tariffs and trade talks take their toll, Gen Z is exhausted and overwhelmed. Task masking may be their way of dealing with everything. Perhaps it's even their way of coping through escapism.
How Can Managers Tackle Task Masking?
The first step is to determine how this issue actually affects your business or if it has any impact at all. Here's what I mean. Let's say you lead a group of tech-savvy Gen Zers who are loyal to your company, love your product, and would go above and beyond to exceed expectations. These employees are incredible when it comes to innovation and product design, but keeping them confined to their cubicles from 9 to 5 feels like a lost cause.
To the untrained eye, this appears to be an issue. After all, how do you know that your workers are being productive during the day? Are they scrolling through TikTok, or are they putting in a full day's work? Well, you have a few options here.
Remember, task masking exists because employees feel compelled to hide the fact that they are struggling. So, if your team needs a break, give them the space they need. And create a workplace where Gen Z can feel a sense of belonging. Because, as long as goals are being met, let them bring in a coffee cart, break out some Dungeons and Dragons, and scroll to their heart's content.
