Translated with AI
Members of Generation Z are increasingly giving up some of their digital comforts to develop their face-to-face communication skills. A new trend, dubbed friction-maxxing, is gaining popularity among young people and is seen as a way to prepare for future professional challenges.
According to Fortune, the term was coined by writer Catherine Jeather-Morton. Friction-maxxing refers to everyday situations that can cause some discomfort: phone calls to strangers, in-person conversations instead of texting, making doctor's appointments on your own, or meeting new people at events.
Proponents of this concept believe that it is precisely these situations that help develop communication skills, which are becoming increasingly in demand in today's labor market.
The authors of the idea note that today's youth grew up in an environment where many inconvenient interactions were minimized thanks to technology. Navigation services have eliminated the need to ask for directions, delivery services have reduced the number of interactions with shop assistants and cafe employees, and messaging apps have made it possible to carefully consider and edit messages before sending.
As a result, many young people are less likely to find themselves in situations that require quick reactions and unprepared conversations. According to proponents of this trend, the problem lies not with Generation Z itself, but with the digital environment, which was created to save time and reduce stress. However, at the same time, people have become less inclined to engage in face-to-face communication.
One example of friction-maxxing is a phone conversation with a stranger. Unlike text messaging, this format of communication doesn't allow for a pre-prepared response or rewriting of what was said, making the person more vulnerable and forcing them to act in real time.
The trend's popularity is also linked to changes in the labor market. Its proponents believe that many entry-level tasks, including data processing, programming, and information analysis, are gradually being automated thanks to the development of artificial intelligence.
Against this backdrop, the importance of so-called sustainable skills increases—the ability to listen to others, work in a team, constructively discuss disagreements, and find solutions in difficult situations.
According to a 2025 survey by the American Association of Colleges and Universities, 96 percent of employers want employees who can effectively manage disagreements on their teams. However, only 34 percent of employers believe graduates are prepared for such situations.
Another study conducted by DeVry University in 2025 found that 78 percent of employers view such skills as an important factor in employee resilience, and 70 percent consider them a significant factor in career advancement.
The authors of the concept note that a deficit in such skills can manifest itself in a wide range of professions. Examples include flight attendants who find it difficult to resolve conflicts with passengers, nurses who hesitate to confront a doctor when they discover an error, and employees who are unable to resolve workplace disputes without management intervention.
According to friction-maxxing advocates, communication skills are developed solely through practice. Every difficult conversation or awkward phone call is viewed as training that helps prepare for more challenging life situations.
Some educational institutions have already begun implementing specialized programs to develop these skills. For example, Unify America is implementing the Civic Gym project at more than 270 colleges and universities in 42 US states.
As part of the program, students are paired with people from different regions and social groups and asked to discuss complex social issues, including immigration, education, and freedom of speech. The primary goal of these encounters is not to reach agreement, but to develop the ability to engage in constructive dialogue with people who hold different views.
According to the program's data, interest in this format remains high. At the University of North Dakota, nearly 900 students participated in the project. Over 90 percent of participants reported feeling heard and not facing judgment, over 80 percent noted they learned new perspectives, and about three-quarters expressed a desire to continue the experience.
Proponents of the trend recommend starting with simple actions: asking clarifying questions before expressing your own opinion, discussing important issues over the phone or in person instead of lengthy correspondence, meeting new people at events, and independently solving everyday issues through face-to-face communication.
The concept's authors emphasize that friction-maxxing doesn't imply a rejection of technology. On the contrary, it's an attempt to reintroduce some of the human interaction into everyday life that is gradually being replaced by digital services and automation.
