Just Doing It
Anything is possible if you just work hard enough, right?
This video and also this thesis, which is my graduation project, focuses on addressing performance pressure among Generation Z, amplified by the advertising world. Modern society breathes the belief that you can achieve anything if you just try hard enough. This has led to a culture of constant striving. However, this pursuit of perfection often results in disappointment and self-blame.
Advertising plays a significant role by promoting ideals that subconsciously make us believe that faster, better, and more beautiful is the norm. Marketing today is not only visible on billboards but also on social media and through influencers, becoming a part of our culture. They sell not only products but also unrealistic expectations about who we should be and how we should act.
My ambition is to raise awareness about the considerable pressure exerted on Generation Z. Additionally, I want this issue to be taken seriously. I see in my environment how much impact performance pressure has on them. They are afraid of making the wrong choice, afraid of others' opinions, and afraid of failing, with the marketing world unconsciously reinforcing this.
