Zillennials

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Zillennials protesting against climate change in Washington, D.C. in 2015 "Exxon Knew" sign on a BLM protest in Washington, DC (2015).jpg
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 grade has led to their characterization as a "micro-generation." [2] [3] They are generally the children of Generation Jones and Generation X. [4] Estimates of the U.S. population in this cohort range from 30 million to 48 million. [5] [6]

Contents

In early childhood, during the September 11th 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 Digital Revolution of the 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 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. Civil Unrest 2020 5C2A6287R.jpg
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

Related Research Articles

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Generation X is the demographic cohort following the Baby Boomers and preceding Millennials. Researchers and popular media often use the mid-1960s as its starting birth years and the late 1970s as its ending birth years, with the generation being generally defined as people born from 1965 to 1980. By this definition and U.S. Census data, there are 65.2 million Gen Xers in the United States as of 2019. Most of Generation X are the children of the Silent Generation and early Baby Boomers; Xers are also often the parents of Millennials and Generation Z.

<span class="mw-page-title-main">Baby boomers</span> Cohort born from 1946 to 1964

Baby boomers, often shortened to boomers, are the demographic cohort following the Silent Generation and preceding Generation X. The generation is often defined as people born from 1946 to 1964 during the mid-20th century baby boom. The dates, the demographic context, and the cultural identifiers may vary by country. Most baby boomers are the children of either the Greatest Generation or the Silent Generation, and are often parents of Gen Xers and Millennials.

<span class="mw-page-title-main">Generation</span> All of the people born and living at about the same time period, regarded collectively

A generation is all of the people born and living at about the same time, regarded collectively. It also is "the average period, generally considered to be about 20–⁠30 years, during which children are born and grow up, become adults, and begin to have children." In kinship, generation is a structural term, designating the parent–child relationship. In biology, generation also means biogenesis, reproduction, and procreation.

<span class="mw-page-title-main">Millennials</span> Generational cohort born 1981 to 1996

Millennials, also known as Generation Y, are the demographic cohort following Generation X and preceding Generation Z. Researchers and popular media use the early 1980s as starting birth years and the mid-1990s to early 2000s as ending birth years, with the generation typically being defined as people born from 1981 to 1996. Most Millennials are the children of Baby Boomers and older Generation X. In turn Millennials are often the parents of Generation Alpha.

<span class="mw-page-title-main">Silent Generation</span> Cohort born from 1928 to 1945

The Silent Generation, also known as the Traditionalist Generation, is the Western demographic cohort following the Greatest Generation and preceding the baby boomers. The generation is generally defined as people born from 1928 to 1945. By this definition and U.S. Census data, there were 23 million Silents in the United States as of 2019.

<span class="mw-page-title-main">Generation Jones</span> Social cohort spanning the late Baby Boomer Generation and the early Generation X

Generation Jones is the social cohort worldwide of the latter half of the baby boomer generation to the first year of Generation X. The term Generation Jones was first coined by the American cultural commentator Jonathan Pontell, who identified the cohort as those born from 1954 to 1965 in the U.S., who were children during Watergate, the oil crisis, and stagflation rather than during the 1950s, but slightly before Gen X.

<span class="mw-page-title-main">Generation Z</span> Cohort born from the mid-to-late 1990s to early 2010s

Generation Z, colloquially known as Zoomers, is the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years. Most members of Generation Z are the children of Generation X or older Millennials.

The Strauss–Howe generational theory, devised by William Strauss and Neil Howe, describes a theorized recurring generation cycle in American history and Western history. According to the theory, historical events are associated with recurring generational personas (archetypes). Each generational persona unleashes a new era lasting around 20–25 years, in which a new social, political, and economic climate (mood) exists. They are part of a larger cyclical "saeculum". The theory states that a crisis recurs in American history after every saeculum, which is followed by a recovery (high). During this recovery, institutions and communitarian values are strong. Ultimately, succeeding generational archetypes attack and weaken institutions in the name of autonomy and individualism, which eventually creates a tumultuous political environment that ripens conditions for another crisis.

The working environment has gone through a major transformation over the last decades, particularly in terms of population in the workforce. The generations dominating the workforce in 2024 are baby boomers, Generation X, millennials and Generation Z. The coming decades will see further changes with emergence of newer generations, and slower removal of older generations from organisations as pension age is pushed out. Many reports, including a publication by Therese Kinal and Olga Hypponen of Unleash, warn that understanding differences between the generations, and learning to adapt their management practices is critical to building a successful multigenerational workplace.

<span class="mw-page-title-main">Xennials</span> Term for people born during Generation X/Millennial cusp years

Xennials are the micro-generation of people on the cusp of the Generation X and Millennial demographic cohorts.

A cusper is a person born near the end of one generation and the beginning of another. People born in these circumstances tend to have a mix of characteristics common to their adjacent generations, but do not closely resemble those born in the middle of their adjacent generations. Generational profiles are built based on people born in the middle of a generation rather than those on the tails of a generation. Generations may overlap by five to eight years. As such, many people identify with aspects of at least two generations. The precise birth years defining when generations start and end vary.

Millennial socialism is a resurgence of interest in democratic socialism and social democracy among Americans and Britons born between 1981 and 1996, generationally known as millennials.

<span class="mw-page-title-main">Generation Z in the United States</span> American generation born between the mid-to-late 1990s and early 2010s

Generation Z, colloquially known as Zoomers, is the demographic cohort succeeding Millennials and preceding Generation Alpha.

<span class="mw-page-title-main">Generation Alpha</span> Cohort born from the early 2010s to mid-2020s

Generation Alpha is the demographic cohort succeeding Generation Z. Researchers and popular media use anywhere from 2010 to 2013 as the beginning of gen alpha and the mid-to-late 2020s as ending birth years (see § Date and age range definitions). Named after alpha, the first letter in the Greek alphabet, Generation Alpha is the first to be born entirely in the 21st century and the third millennium. Most members of Generation Alpha are the children of millennials.

<span class="mw-page-title-main">Political views of Generation Z</span> Politics of those born between the mid-to-late 1990s and early 2010s

Generation Z, colloquially also referred to as 'zoomers', is the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years, while they use the early 2010s as the ending birth years.

<span class="mw-page-title-main">Aging of the United States</span> Ongoing demographic trend

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<span class="mw-page-title-main">Millennials in the United States</span> Cohort born from 1981 to 1996

Millennials, also known as Generation Y or Gen Y, are the demographic cohort following Generation X and preceding Generation Z.

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References

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  11. 1 2 3 4 5 6 7 "Zillennials Live Differently Than Millennials and Merchants See Dollar Signs". PYMNTS. 19 March 2023. Retrieved 23 August 2023.
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  14. 1 2 "Ketchum Introduces the GenZennial, an Influential Blend of Two Generations" (Press release).
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  19. 1 2 3 Ward, Terry (10 May 2023). "Zillennials: The newest micro-generation has a name". CNN.
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  27. 1 2 3 4 5 "WGSN: Zennials: The In-Between Generation - WGSN Insight". www.wgsn.com. Retrieved 25 August 2023. Zennials are very opinionated about where they stand on this spectrum and have showed strong preferences.
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  33. ↑ Williams, Jim (10 May 2023). "Zillennials: A new name for a generation". CBS Chicago. Retrieved 23 August 2023.
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