Zillennials are ‘loud working ’: They’re spending nearly 5 hours a week on self-promotion—and driving colleagues to quit

Zillennials, the younger generation, are embracing a new trend called "loud working." Instead of merely doing their jobs, they are actively engaging in self-promotion to increase their visibility. According to new research by Tide, a finance platform based in the U.K., the average worker spends nearly 5 hours weekly on self-promotion, which amounts to over 17 working days or 2.8 hours a week.

This behavior includes sharing accomplishments on social media, posting updates on team communication tools, speaking up during meetings, and boasting about their successes to anyone who listens. However, this loud working culture is not universally appreciated. Nearly 70% of 25- to 34-year-olds engage in loud working, but the repercussions are evident: 27% of workers have considered leaving their jobs due to the overemphasis on self-promotion, with one in ten already having left their positions.

Industries such as IT, telecoms, and finance have grown weary of this performative culture, while men are more likely than women to have quit because of it. Experts like George Schmidt, Tide's U.K. and Europe CEO, argue that while there's a difference between being performative and self-promoting, small business owners often find that sharing their work, wins, and expertise is an effective marketing strategy.

The message is clear: businesses that value genuine hard work over loud boasting are the ones that workers will want to be part of.