What are ‘Zillennials’ and what do they mean to your brand?
Zillennials, often referred to as a ‘micro-generation’, straddle the line between Millennials (those born between 1981 and 1996) and Generation Z (those born between 1997 and 2012 ).
They are predominantly the offspring of Baby Boomers and Generation X, however, this cohort, growing up amidst significant global events such as the 9/11 attacks and the rise of the Digital Revolution, came of age during transformative moments like the Brexit referendum and the 2016 U.S. presidential election.
Characterised by a distinctive ability to code-switch between generations, Zillennials possess high digital literacy and a propensity for self-identifying into minority groups. Despite being economically less affluent than Generation Z, they wield substantial spending power in the U.S. economy, displaying brand loyalty and stable purchasing patterns. The term "Zillennial" itself is a blend of "Generation Z" and "Millennial," reflecting their unique position at the intersection of these two influential demographics.
Zillennials' birth date range is not precisely defined, with estimates ranging from 1990 to 2002. This cohort is recognised for its influence on arts and culture, giving rise to the term "Zillennialcore" to describe their distinctive cultural backdrop. Socially conscious, they often act as cultural tastemakers, creating content marked by authenticity and relatability, particularly in internet meme culture.
In terms of economic activity, Zillennials' outlook has been shaped by experiences such as the Great Recession and the COVID-19 pandemic. With a notable impact on financial markets, they exhibit less price sensitivity and higher brand loyalty compared to millennials, sustaining the luxury goods sector during economic downturns. Additionally, their political engagement is evident, with active participation in events like protests and a generally socialist political outlook.
Despite being steeped in internet culture and possessing high digital literacy, Zillennials maintain a nuanced relationship with technology. While comfortable using technology and social media, they acknowledge it as a "love-hate relationship," highlighting their complex interaction with the digital landscape. Overall, Zillennials emerge as a generation shaped by diverse influences, navigating a complex interplay of cultural, economic, and technological factors.
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