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Zillennials

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Zillennials protesting against climate change in Washington, D.C. in 2015

Zillennials (also known as Zennials) is the demographic cohort on the cusp of the Millennial and Generation Z cohorts.[1] Their adjacency between the two generations and limited age set has led to their characterization as a "micro-generation."[2][3] They are generally the children of younger Baby Boomers and Generation X.[4] Estimates of the U.S. population in this cohort range from 30 million to 48 million.[5][6]

In early childhood during the September 11 terrorist attacks, they were the first cohort to experience adolescence in a post-9/11 world. The majority of this cohort came of age during the 2010s, with the U.K. Brexit referendum and U.S. presidential election of 2016, COVID-19 pandemic and the 2020–2021 George Floyd protests being key formative events.[3] Zillennials experienced the sudden global Digital Revolution of the late 2000s and 2010s, navigating mobile LTE internet, cell phones, mobile devices and smartphones.[7]

Zillennials code-switch between generations,[8] have high levels of digital literacy,[9] and are more likely to self-identify into a minority group.[10] Zillennials are less wealthy but more economically secure than Generation Z, commanding relatively high spending power in the U.S. economy, especially when compared to millennials.[6][11] They have high brand loyalty, low price sensitivity, and stable purchasing patterns.

Etymology

The term Zillennial is a portmanteau of "Generation Z" and "Millennial".[1] A similar portmanteau, Zennial, is also used.[12] Other names that have been proposed for these cuspers include the Snapchat Generation by authors Ubl, Walden, and Arbit,[4] and MinionZ by Smit.[13] GenZennials was used to reference the micro-generation by Ketchum.[14]

Birth date and age range

According to the Pew Research Center, "generational cutoff points aren’t an exact science".[15] The think tank classifies a standard generation as "[typically between] 15 to 18 years" with "great diversity of thought, experience and behavior within generations."[16] Zillennials are those born on the cusp of, or near the end of the Millennial generation and the beginning of Generation Z.[1]

The exact date range of this micro-generation is not specifically defined. Avery Hartmans, writing for Business Insider citing a study on U.S. consumers, defines a Zillennial as anyone born between 1990 and 2000.[17][18] Boston University sociologist Deborah Carr defines Zillennials as those born "roughly" between 1992 and 2002.[19] Authors Hannah Ubl, Lisa Walden, and Debra Arbit define the cuspers as those born between 1992 and 1998, as does Mary Everett, writing for PopSugar[7] and Vogue.[20] A WGSN case study on the cohort similarly notes this date range.[3] Others have defined Zillennials as those born from 1993 to 1998, including Deon Smit (HR Future),[13] Maisy Farren (Vice),[21] Lindsay Dogson (Business Insider Mexico),[22] Britannica[23] and MetLife.[24] Ketchum defines GenZennials as those born from 1992 to 2000.[14] Fullscreen defines the cusp group as those born from approximately 1993 to 1999 in their research.[10] Likewise, authors Fons Trompenaars and Peter Woolliams use the years 1993 to 1999 as Zennials.[25] Author Mary Donahue defines the cuspers as those born from 1995 to 2000.[26]

Characteristics

Zillennials are influenced by traits of both the preceding Millennial generation and subsequent Generation Z, often sharing strong, polarizing connectivity to one adjoining generation over the other.[27][28] Members of this micro-generation consider the "fluid" nature of their age grade unsettling with potential to "tarnish their status and input in the workplace [via ageism]", according to a WGSN case study.[27] The case study found that some zillennials preferred to be seen as millennials in the workplace, as they are seen as more professional, while younger zillennials believed they were "too young" for the characterization.[3] Due to rapid demographic change during the 2010s social scientists believe that a second micro-generation could lie between the millennial generation and Generation Z, according to author Tim Elmore.[29][30]

Arts and culture

The advent of "Zillennialcore" to describe the cultural backdrop of this micro-generation references music, media, and fashion.[9] Members of this cohort often code-switch, "[aging] up when speaking to [millennials] and [aging] down when speaking to younger relatives."[8] They are seen as "cultural tastemakers", particularly in youth subcultures for both younger millennials and older members of Generation Z.[5] Their creative content is marked by an emphasis on authenticity, relatability, and social consciousness, rejecting curated programming typical of the millennial generation.[5] They have substantial control over internet meme culture, donning the moniker "meme lords".[27]

Economic activity

Their outlook on their economic prospects was shaped by the decade's period of instability such as the Great Recession of the late 2000s and the COVID-19 pandemic beginning in 2019 and continuing into the mid-2020s.[3] Experiencing the effect of these crises on their parents, siblings, and others informed their outlook later on in life.[27] Around 48% of American zillennials lived with their parents in 2023, which, coupled with their digital literacy and stable incomes, generates substantial spending power.[6] An analysis by Morgan Stanley found that members of this cohort helped sustain the luxury good sector during periods of economic downturn.[6] In 2023, fund manager Ken Costa in a book review via the Financial Times argued that the transfer of wealth valued at $100 trillion from Baby Boomers to younger generations, including zillennials, could restructure the global economy.[31]

A report from Bank of America found in 2020 that zillennials carry outsized influence in financial markets due to their shifting consumer preferences away from "meat, alcohol and cars."[32] Payment processing researcher PYMNTS conducted a study on this cohort of U.S. consumers in 2023.[11] They are nearly identical to Generation Z when it comes to work habits, preferring similar levels of remote work, social connection, and app platform usage.[11] Zillennials have higher brand loyalty and less price sensitivity than millennials, leading to more stable purchasing patterns.[5]

Health

The onset of the COVID-19 pandemic disrupted certain social markers for zillennials.[33] They are less likely than Generation Z to use online pharmacies.[11]

Personal values

According to CNN, zillennials are more aligned with Generation Z on social issues.[19] A 2017 analysis by Ubl, Walden, and Arbit found that they were raised by "skeptical Xers and pragmatic Gen Jonesers" who, in turn, instilled in them a bias toward pragmatism over idealism.[4] Diversity and independence are the traits used most often by the cohort to describe what will set their micro-generation apart.[10] The study found the cohort to be more creative and more likely to self-identify into a minority group than other generational cohorts.[10]

Abercrombie & Fitch noted a target demographic of 25 to 29 years olds as having "a bit of both Gen Z and millennial mentality" in 2022.[34] They rebranded between 2020 and 2022 to capitalize around what they perceived to be the micro-generation's ethos: fulfillment and self-actualization.[34] The brand identified Zillennials and their usage of TikTok as being a major cultural exporter.[34]

Zillennials believe in global warming and efforts to mitigate climate change, with many identifying as eco-conscious.[19][35]

Political activity

Patrice Peck, writing for Cosmopolitan, stated that zillennials were between the ages of 18 and 29 during the 2020 United States elections, and were the "key to ousting then-president Donald Trump and sending Joe Biden and Kamala Harris to the White House."[36] Glamour UK noted their general political outlook as more socialist than millennials.[37] The U.K. Brexit referendum and U.S. presidential election, both occurring in 2016, are seen as key formative political events by zillennials, many of whom were not yet of voting age but who observed these events as they unfolded and were shaped by them.[3]

Masked Zillennial protesters in Philadelphia during the George Floyd protests in June 2020.

Zillennials actively participated in the 2020–2021 George Floyd protests which were the largest series of protests against police brutality in the United States (alongside international protests) since the Civil Rights Movement.[38][39][40][41][42]

Social life

Zillennials are less likely than Generation Z to use digital means, such as text messaging and dating apps, to connect with a romantic partner.[11] They are considered socially and emotionally intelligent.[27] They are nostalgic for the 1990s and 2000s for the perceived allure of the 1990s U.S. economic boom and 2000s digital revolution, as is Generation Z.[43][44]

Technology

USA Today described zillennials as being digital natives "steeped in internet culture" with high levels of digital literacy.[9] Zillennials and Generation Z share nearly identical digital engagement levels, 58.8% compared to 63.2%, respectively.[11] Zillennials are more likely to consume news via online channels and play video games on consoles than Generation Z.[11] According to a study done by Fullscreen, while zillennials are comfortable with technology and social media, they acknowledge it as a "love-hate relationship" with both.[10] A majority of this cohort believe that technology betters the world.[10]

See also

References

  1. ^ a b c Pence, Laura (May 26, 2021). "There's a New Term for People Who Aren't a Millennial or GenZ". WFXB. Archived from the original on May 27, 2021.
  2. ^ Cheong, Charissa. "How to spot a 'zillennial' in the wild, according to TikTok". Insider. Retrieved August 25, 2023.
  3. ^ a b c d e f Napoli, Cassandra (May 22, 2020). "WGSN: Zennials: The In-Between Generation". wgsn.com. Archived from the original on October 25, 2020. Retrieved February 18, 2021.
  4. ^ a b c Hannah L. Ubl; Lisa X. Walden; Debra Arbit (April 24, 2017). "Chapter 13: Making Adjustments for Ages and Life Stages". Managing Millennials For Dummies. John Wiley & Sons. p. 266. ISBN 978-1-119-31022-8.
  5. ^ a b c d Siu, Antoinette (April 24, 2023). "What marketers need to know about 'Generation Zennial,' from social media to buying habits". Digiday. Retrieved August 26, 2023.
  6. ^ a b c d Hartmans, Avery. "Meet the 'zillennials,' who grew up online, live with their parents, and have retailers chasing their disposable income". Business Insider. Retrieved August 26, 2023.
  7. ^ a b Everett, Mary (March 3, 2021). "Are You Confused by the Current Generational War? Congrats, You May Be a Zennial!". PopSugar. Archived from the original on March 3, 2021. Retrieved March 8, 2021.
  8. ^ a b Lansom, Alicia. "Too Old For Gen Z, Too Young For Millennials: Life As A Confused Zillennial". www.refinery29.com. Retrieved August 26, 2023.
  9. ^ a b c Kaufman, Ana (May 18, 2023). "Move over Millennials and Gen Z, there's a new generation in town: Meet Zillennials". USA TODAY. Retrieved August 26, 2023.
  10. ^ a b c d e f Dreisinger, Kimberly (June 17, 2019). "Cuspers: Creative, Stressed, Impulsive --- Fullscreen Generational Study Shines Light on the Unique Life Stage Between Millennials and Gen Z". businesswire.com. Retrieved December 11, 2022.
  11. ^ a b c d e f g "Zillennials Live Differently Than Millennials and Merchants See Dollar Signs". PYMNTS. March 19, 2023. Retrieved August 23, 2023.
  12. ^ DeGering, Nicea (March 4, 2021). "Do you feel left out of the generational war? You might be a zennial". abc4.com. Archived from the original on March 5, 2021. Retrieved March 7, 2021.
  13. ^ a b Smit, Deon (December 2017). "Do you have enough "Generational Glue" in your organisation?". HR Future. 2017 (Dec 2017): 22–23. ISSN 1608-8506.
  14. ^ a b "Ketchum Introduces the GenZennial, an Influential Blend of Two Generations" (Press release).
  15. ^ Dimock, Michael (January 17, 2019). "Defining generations: Where Millennials end and Generation Z begins". Pew Research Center. Retrieved August 25, 2023.
  16. ^ Parker, Kim (May 22, 2023). "How Pew Research Center will report on generations moving forward". Pew Research Center. Retrieved August 25, 2023.
  17. ^ Hartmans, Avery. "Meet the 'zillennials,' who grew up online, live with their parents, and have retailers chasing their disposable income". Business Insider. Retrieved August 25, 2023.
  18. ^ "The Connected Economy" (PDF). pymnts.com. January 2023. Retrieved June 26, 2023.
  19. ^ a b c Ward, Terry (May 10, 2023). "Zillennials: The newest micro-generation has a name". CNN.
  20. ^ Belen Archetto, Maria (May 14, 2021). "4 tendencias de moda zillennial que se despiden de la brecha generacional". Vogue.mx (in Spanish). Archived from the original on May 18, 2021.
  21. ^ Farren, Maisy (August 20, 2020). "'Zillennials' Are Haunted By Their Internet History". Vice. Retrieved October 15, 2020.
  22. ^ "Los zillennials atrapados entre los millennials y la Generación Z". August 18, 2021.
  23. ^ "The American Generations: Names, Years, & Key Differences | Britannica". www.britannica.com. Retrieved February 21, 2024.
  24. ^ "Job Satisfaction Hits 20-Year Low Across U.S. Workforce, Lowest Among 'Zillennials'".
  25. ^ Trompenaars and Woolliams (January 29, 2024). New Approaches to Recruitment and Selection (The New Business Culture). Emerald Publishing Limited. ISBN 978-1-83797-761-1.
  26. ^ Mary E. Donahue (September 29, 2020). "Chapter One Step 1: Stop Assuming". Message Received: 7 Steps to Break Down Communication Barriers at Work. McGraw-Hill Education. p. 35. ISBN 978-1-260-45636-3.
  27. ^ a b c d e "WGSN: Zennials: The In-Between Generation – WGSN Insight". www.wgsn.com. Retrieved August 25, 2023. Zennials are very opinionated about where they stand on this spectrum and have showed strong preferences.
  28. ^ Joshi, Shamani (May 31, 2021). "What It's Like To Be a Zillennial, the Generation Caught Between Gen Z and Millennials". Vice. Retrieved August 25, 2023.
  29. ^ Elmore, Tim (October 25, 2022). A New Kind of Diversity: Making the Different Generations on Your Team a Competitive Advantage. Simon and Schuster. ISBN 9798887100012. Retrieved August 7, 2023 – via Google Books.
  30. ^ Elmore, Tim (October 25, 2022). A New Kind of Diversity: Making the Different Generations on Your Team a Competitive Advantage. Simon and Schuster. ISBN 9798887100012. Retrieved August 7, 2023 – via Google Books.
  31. ^ Alim, Arjun Neil (August 23, 2023). "The transfer of wealth from boomers to 'zennials' will reshape the global economy". Financial Times. Retrieved August 26, 2023.
  32. ^ Ossinger, Joanna (November 19, 2020). "Zillennials Are Going to Change Investing Forever, BofA Says". Bloomberg.com. Retrieved August 25, 2023.
  33. ^ Williams, Jim (May 10, 2023). "Zillennials: A new name for a generation". CBS Chicago. Retrieved August 23, 2023.
  34. ^ a b c Obolenskaya, Christina (October 24, 2022). "Q&A: How Abercrombie rebranded on TikTok". eMarketer. Retrieved October 24, 2022.
  35. ^ Nadeem, Reem (May 26, 2021). "Gen Z, Millennials Stand Out for Climate Change Activism, Social Media Engagement With Issue". Pew Research Center Science & Society. Retrieved August 25, 2023.
  36. ^ Peck, Patrice (September 30, 2022). "2022 Midterms Guide: The 7 Key States Where Zillennials Have the Power to Sway the Vote". Cosmo. Retrieved November 12, 2022.
  37. ^ Quirk, Molly (August 12, 2021). "I'm a 'Zillennial' – the limbo generation between Millennials and Gen Z – and this is what it's like to be too old for one; too young for the other". Glamour UK. Retrieved August 25, 2023.
  38. ^ Haselhorst, Sarah (June 2, 2020). "The faces of protesters are mostly millennials: Who are they and what do they think?". Cincinnati Enquirer. Retrieved December 29, 2023.
  39. ^ "The nation's racial justice protests are a pivotal moment for millennials and Gen Z". Brookings. Retrieved February 21, 2024.
  40. ^ Russonello, Giovanni (June 5, 2020). "Why Most Americans Support the Protests". The New York Times. ISSN 0362-4331. Retrieved February 21, 2024.
  41. ^ "Pandemic helps 'Generation Z' ignite a movement". www.ft.com. Retrieved February 21, 2024.
  42. ^ "Are we 'Generation Screwed'? Not necessarily: coming of age amid COVID-19". Magazine. October 13, 2020. Retrieved February 21, 2024.
  43. ^ Stoppard, Lou (December 23, 2021). "Gen Z Channels the 1990s". The New York Times. ISSN 0362-4331. Retrieved August 26, 2023.
  44. ^ DeLong, Courtney (July 25, 2023). "Why is Gen Z so Obsessed with Y2K Fashion? – Early 2000s Trends Millennials '90s Nostalgia". L'Officiel USA. Retrieved August 26, 2023.

Further reading

  • Napoli, Cassandra (May 22, 2020). Zennials: The In-Between Generation. WGSN.
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