We’ve all heard of “Women in STEM” – the phrase that has championed women in science, technology, engineering and mathematics careers for years. But now there’s a new acronym taking over LinkedIn feeds, TikTok videos and Instagram posts, and it has nothing to do with your overflowing inbox.
Meet: Women in SPAM.
No, not the canned meat and definitely not unwanted emails. SPAM stands for Social Media, Public Relations, Advertising and Marketing – and the playful phrase is becoming a career identity for a generation of professionals who are redefining what it means to have an influential job.
At first glance, it might seem like another internet trend destined to disappear after a few viral posts. But the reason it is resonating so strongly with Gen Z and young professionals is because it taps into a much bigger shift happening in the workplace: the growing recognition that creativity, communication and cultural influence are not “nice-to-have” skills – they are business drivers.
For years, careers in marketing, PR, social media and advertising have sometimes been dismissed as “soft” compared to more traditional or technical fields. But in a world where a brand’s reputation can change overnight because of one TikTok video, one campaign or one online conversation, the people shaping those stories are becoming some of the most commercially valuable players in a business.
The “Women in SPAM” trend is essentially a career rebrand. And Gen Z is here for it. As Andrea Rule, Director of Marketing Solutions at LinkedIn Australia, explains, “Gen Z has grown up in a world where social media shapes culture, consumer behaviour and even business success, so they already understand the impact these careers in social media, PR, advertising and marketing can have. They’re looking for careers that offer creativity, purpose and flexibility, and these roles tick all three boxes.”
From “just posting on Instagram” to shaping culture
Ask anyone working in social media or marketing and they will probably have heard some version of: “So you just post on Instagram all day?”
The reality is very different.
Behind every viral campaign, brand launch or online community is a team of people analysing audiences, creating strategies, managing reputation, building relationships and turning ideas into conversations.
The rise of influencers, creator culture and digital communities has changed the way businesses connect with customers. A clever campaign can build brand loyalty, a well-timed social post can create millions of dollars in attention, and a strong public relations strategy can protect a company during a crisis.
As Rule points out, “Today, social media has become an owned media channel for businesses of every size. Brands are building audiences, launching products, attracting talent and managing their reputation in real time through the content they create every day.”
The “Women in SPAM” movement celebrates the people behind that work – the storytellers, strategists, creatives and communicators who influence what we buy, watch, discuss and share. And that is exactly why it feels so relevant right now.
Why Gen Z is embracing the trend
For younger professionals entering the workforce, career success is increasingly about more than just a job title or traditional definition of status.
Gen Z has grown up in a world where personal brands matter, online communities are powerful and creativity can become a career path. They have watched creators turn content into businesses, small brands become global names through social media, and online conversations shape real-world decisions.
So it makes sense that careers built around storytelling and connection feel increasingly valuable.
The rise of AI has also changed the conversation. As technology takes on more repetitive tasks, human skills like creativity, empathy, communication and the ability to understand people are becoming even more important.
LinkedIn’s Skills on the Rise research also highlights that communication, adaptability, collaboration and AI literacy are among the skills shaping the future of work, showing that the ability to connect ideas and people remains critical as technology evolves.
Rule says, “AI is becoming an incredibly powerful productivity tool, but it’s the human skills that really set people apart… While AI can help automate tasks and generate ideas, it can’t replace empathy, critical thinking or the ability to build trust and bring people together.”
In other words, knowing how to tell a story is becoming just as important as knowing how to build the technology behind it.
The “soft skills” era is having a very strong comeback
The biggest message behind Women in SPAM is that creativity is not a side skill – it is a strategic one.
Marketing, PR, advertising and social media professionals are often the people translating business goals into human conversations. They understand audiences, build trust and help brands stay relevant in an incredibly fast-moving digital landscape.
As Rule explains, “Over the past 10 years, these careers have evolved from being seen primarily as support functions to becoming strategic business roles. Marketing and communications teams have critical influence, from shaping brand reputation and customer experience to launching products and driving business growth.”
The trend is also part of a broader workplace rethink, where younger generations are questioning old ideas about what makes a career impressive.
Because influence doesn’t only come from writing code, building products or working with numbers. It can also come from creating a campaign people remember, building a community people trust or telling a story that changes how people see a brand.
And for anyone considering a career in the field, Rule’s advice is simple: “Stay curious, get hands-on experience, embrace AI as a tool and never underestimate the value of great communication, creativity and relationship-building skills – they’ll always set you apart.”
