These are questions that many young adults, especially in media and creative industries, are now facing as unemployment and underemployment rates continue to skyrocket.

The only correct answer is this: pivot.

By the end of 2025, unemployment among recent college graduates climbed to roughly 5.7 percent, while underemployment reached over 42 percent — the highest level since 2020, according to data from the Federal Reserve Bank of New York.

The shift has been especially noticeable in media and creative industries, where entry-level roles in journalism, content production and social media have become increasingly competitive or quietly eliminated altogether. Newsrooms are shrinking. Marketing teams are leaner. And many companies that once hired junior creatives now expect candidates to arrive with years of experience already behind them.

But the mistake many graduates make is assuming the visible side of media — writing stories, producing videos, managing social feeds — is the entire industry.

It isn’t. Media is much bigger than content.

Content is what audiences see. The ecosystem is what makes it possible.

The Media Ecosystem

Behind every article, campaign, podcast or viral post is an entire ecosystem of people working in distribution, audience development, advertising, analytics, partnerships and technology — roles that rarely get the same attention as the bylines or on-screen talent, but are just as essential to how the industry functions.

Sometimes the most strategic move isn’t landing the glamorous job right away. It’s positioning yourself inside the ecosystem, in the rooms where media is distributed, funded and built, while continuing to develop the creative work you care about on your own time.

And the good news for graduates is that many of the skills they developed while studying media — storytelling, audience awareness, cultural literacy, communication and creativity — translate far beyond traditional content roles. Those same skills are valuable in areas like brand partnerships, audience strategy, digital advertising, platform operations and media technology.

In other words, the path into the industry may not look exactly like the one students imagined when they first chose their major. But it still exists.

Access = Success

For young creatives whose ultimate goal is to write, produce or create, that may mean taking a role that sits slightly behind the scenes at first — learning how media is funded, distributed and measured while continuing to build a portfolio outside of work. In an industry built on relationships and proximity, being inside the ecosystem often matters more than the title on your first business card.

In moments like this, internships — both paid and unpaid — can be one of the most underrated ways to gain that proximity. While they are often viewed as temporary or secondary to full-time employment, internships can offer something many entry-level roles no longer guarantee: access — to professionals, to industry workflows and to the networks that shape how opportunities actually circulate.

For graduates navigating a difficult job market, that kind of proximity can be just as valuable as a title. In an industry built on relationships, timing and visibility, being close to the ecosystem often determines who gets the opportunity when it finally appears.

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As automation continues to reduce several entry-level roles across media and communications, other sectors once considered relatively insulated are beginning to experience similar disruption. Now, a new phrase circulating in technology circles — “vibe coding” — suggests the next shift could reach software engineering itself.

During a recent discussion about the future of AI-assisted development, Evan Spiegel, CEO of Snap Inc., the company behind Snapchat, suggested that tools enabling “vibe coding” could ultimately reshape how companies allocate resources — potentially shifting spending away from engineering and toward marketing and distribution

What’s “Vibe-Coding?”

The concept behind vibe coding reflects a broader shift in how software is being developed in the age of artificial intelligence. Rather than writing every line of code manually, developers — and increasingly non-technical creators — can generate applications by describing the features they want. AI systems then produce the underlying code, allowing users to iterate, edit and test the results.

As these tools improve, the time and cost required to build digital products could decrease significantly. In that environment, the competitive challenge moves beyond simply creating a product. Instead, companies must focus on how those products reach audiences in an already crowded digital marketplace.

That shift is where marketing enters the conversation. If software development becomes faster and more accessible through AI-assisted coding, companies may begin reallocating resources toward brand strategy, storytelling and distribution — areas traditionally led by marketing and communications teams.

Why Marketing Could Gain Influence

For early-career professionals in marketing and creative industries, the possibility of increased investment in these areas arrives after a difficult few years in the job market. Since the rapid adoption of generative AI tools in 2023, entry-level roles across media, advertising and communications have become increasingly competitive as companies experiment with automation and leaner teams.

Yet if the next phase of AI development pushes companies to prioritize audience growth and brand visibility, the industries responsible for shaping those narratives may see renewed demand. In a landscape where more people can build products, the ability to capture attention — and maintain it — could become a defining competitive advantage.

For many Gen Z professionals entering the workforce, this moment reflects years of adaptation. Facing a constrained job market, many young creatives have turned to building personal brands, learning new platforms and developing skills that extend beyond traditional job descriptions.

A Shift in the Digital Economy

If AI-assisted development ultimately lowers the barrier to building products, those efforts may prove more valuable than expected. In an economy where software creation becomes more accessible, the ability to shape narratives, build communities and connect products to culture may become a defining business advantage.

The rise of vibe coding may signal more than just a technological shift. It reflects a broader transition in how value is created in the digital economy. When building becomes easier, the challenge moves to visibility — and the people who understand how to capture attention, tell stories and build audiences may hold more influence than ever before.

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