I embarked on a professional roller coaster  when I decided to become a journalist, even  though it wasn’t my first choice. I made the  decision at the last minute in high school after  realizing that I excelled in the humanities  more than the natural sciences. Perhaps that  was my first mature decision in the face of  reality. I can mark this as my first experience  reinventing my profession because I had  envisioned myself as a physician for the  previous two to three years. However, I  enjoyed studying journalism, writing articles,  and interviewing, but at some point, I realized  that the field didn’t actually fulfill me. I didn’t really know what I was looking for, but  I knew that I needed a change. I started by  studying Communications and Marketing,  which somehow stayed closer to my first  profession but was broader and diverse in  nature. Though I had no formal education or  experience in this field, my academic  background in journalism guided me. Finally –  I was on the mark! So, to achieve satisfaction  in my career, it took me to pass through  academic education, relevant certification  courses, working experience, and investing  5-6 years that way.  Being a Gen N myself, it was easier for me to  make this move and learn the skills necessary  from all possible resources, and being in  Armenia meant I had options to find my way  to something I love personally. This  experience taught me that it’s never too late  to reinvent yourself and pursue your  passions, no matter the obstacles.  Looking back, I ask myself, Why? Perhaps I  had not known about the field of  communications at that time in my life. But  why didn’t I know about it? It seems that back  then this profession was not yet  contextualized in Armenia, and therefore, as a  profession. I chose Journalism since it catered  to some of my needs as a possible diverse,  creative, and interesting path for me. Clearly,  there is a lack of professional orientation and contextualized in Armenia, and therefore, as a  profession. I chose Journalism since it catered  to some of my needs as a possible diverse,  creative, and interesting path for me. Clearly,  there is a lack of professional orientation and  guidance in Armenia. According to the  National Career Guidance report about  Armenians from 2021, 62% of youth spend  approximately two years finding permanent  jobs after getting an education. Only 53.7%  work in their professions, though they have  spent 4-6 years educating themselves in that  sector. This is a very typical issue in Armenia. Perhaps also in many other parts  of the world given the fast pace of tech shifts  that impact our collective needs and wants.  To achieve career satisfaction, better career  orientation programs should be available,  especially for the tech-savvy generation seeking to develop their skills to explore  opportunities beyond borders. Today’s  nomad lifestyle has become not only trendy,  but a growing subculture. One can hone  their skills, learn about new evolving career  opportunities, and network with peers,  companies, and organizations beyond the  geographic boundaries. 


Now, I can hardly find people around me  who work in a profession of the first choice.  Mostly, people are moving from profession   to profession. And sometimes, these are  incredible transfers. Upon embarking on my  own career path as the Communications  Project Manager at Deem Communications,  I met such people. Tatevik, who I now call a  friend, is a creative and extravagant person.  She used to work at the court as she had  studied Law, as per her family’s guidance.  She recently told me: “I didn’t love that  profession; sometimes I felt that I’m in an  alien world.” 


Much like many other conservative societies, Armenian families traditionally value certain sectors like law and medicine,more than others. They perceive them as prestigious and stable professions. However, the more native generation, the ones using tech and the internet for their shopping, education, health and other information, are gradually shifting away from that mold. More and more, people seem to be pursuing careers based on their passions, even if they don’t seem as “prestigious” or lucrative, as their parents would have put it. Today, Tatevik is a graphic designer at DeeM and says “I love designing and creating things that make people happy or inspire them.” Tatevik’s story is not unique. Many others are choosing to pursue their passions, even if it means going against the expectations of their families. This is a sign that Armenians increasingly value individual fulfillment over traditional notions of success.



  DeeM has been hosting interns from Armenia but also USA, France and so many other parts of this beautiful world, providing us opportunities to discover how others think and work in distant societies. Some months ago, I got into a conversation with a young colleague, interning at the agency. Mary – an amazing person with a soft allure who blasts metal music in her earphones. “Most of all in the world, I like designing and creating,” she says. At 17, she was set to study International relations at Yerevan State University, due to her family’s insistence. She was told that she needed that academic education and later, she could change to whatever she chose.


Again that word – Why? During lunch the other day, with some other colleagues we got into a deep discussion about this exact topic – how and why to choose your career path. The different advice we as Generation N-ers were giving her was in stark contrast with what she was hearing from her more conventional arguments from her more conservative family. I noticed her internal struggle that was clearly depicted in her expression. It was somewhat painful and hopeful at once. I really do hope that she will make the right choice eventually. Because, as I said earlier, one should be happy to wake up and do the work that they love, not the contrary.


Armenia is a country with a wealth of talent. Nonetheless, its limited resources and geographic location make it difficult for its people to reach their full potential. However, the internet has opened lots of possibilities for Armenians, allowing them to collaborate with others from all over the globe and export their talents to the world.


In other words, Armenia gives you a strong foundation, and the world is your oyster through the internet. From tech entrepreneurs to artists and musicians, Armenia is home to many talented young people making their mark on the world. So many Armenian startups are architected with the incorporation of foreign investment, collaborators and remote workers. The human oriented working environment has also attracted nomads that despite the country’s challenges, have been instrumental in moving Armenia forward. This Generation N are determined to build a better future with a stronger society. Whether they are Armenians or expats living in Armenia, Generation N is opening the path for change and advocating for a more democratic, prosperous, and inclusive Armenia. And I for one, with my new career path, welcome that change and will use my communications expertise to promote it every chance I get.  

Ani Abovyan

Project Manager