WHAT IS IT

Social networks, brand crisis, digital unionism, precariousness...these are the ingredients of the story of Lightning McQueer, which went viral for a video in which he talked about his work, exposing precariousness and labor exploitation or the also viral @Sthep.and.Den with its Anti-Work videos.

The success of these videos is the clearest symptom that something has changed in Generation Z's relationship with work. The most visible example of a change in values that the pandemic has accelerated and whose main mandate is to stop considering work the center of their lives.

NOW

The cases mentioned above are an excellent reflection on how social networks enhance exposure. And on the impact that all this has on the rights of workers, on the reputation of companies.

Social media has amplified the voices of younger workers. Before, only the older generation was heard because they controlled the mechanisms of mass communication. With social media, Generation Z is being able to write its own story.

This generation has been responsible for creating the social platforms where some of them have found a loudspeaker to fight injustice. For the first time, the most insignificant worker has the ability to have the same impact as the person at the helm of a company.

Making her behavior public on social networks caused the company to fire her, which led to a reputational crisis for the brand after the virality of the video. Now we ask ourselves, could her communicative potential and codes have been used for the good of the brand?