Zillennials

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Zillennials, or Zennials, is a social cohort encompassing people born on the cusp of or during the latter years of the Millennial generation and the early years of Generation Z. [1] Some sources give the ranges of those born loosely around 1993 to 1998. [2] Their adjacency between the two generations and limited age set has led to their characterization as a "micro-generation". [3] [4] They are generally the children of younger baby boomers and older Gen Xers. [5] Estimates of the U.S. population in this cohort range from 30 million to 48 million. [6] [7]

Contents

Members of this cohort were children in the 2000s, during events such as the 9/11 terrorist attacks. [8] They came of age in 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. [8] They experienced the sudden global Digital Revolution of the late 2000s and 2010s, navigating mobile LTE internet, cell phones, mobile devices and smartphones. [9]

Zillennials code-switch between generations, [10] have high levels of digital literacy, [11] and are more likely to self-identify into a minority group. [12] They 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. [7] [13] They also have high brand loyalty, low price sensitivity, and stable purchasing patterns.

Etymology

The term Zillennial is a portmanteau of "Generation Z" and "Millennial". [14] A similar portmanteau, Zennial, is also used, [15] which is comparable to Xennials (a portmanteau of Generation X and Millennials). Other names that have been proposed for these cuspers include the Snapchat Generation by authors Ubl, Walden, and Arbit, [5] and MinionZ by Smit. [16] GenZennials was used to reference the micro-generation by Ketchum. [17]

Birth date and age range

According to the Pew Research Center, "generational cutoff points aren’t an exact science". [18] The think tank classifies a standard generation as "[typically between] 15 to 18 years" with "great diversity of thought, experience and behavior within generations." [19] Pew also stated that "the differences within generations can be just as great as the differences across generations, and the youngest and oldest within a commonly defined cohort may feel more in common with bordering generations than the one to which they are assigned. This is a reminder that generations themselves are inherently diverse and complex groups, not simple caricatures." [20]

The exact date range of this micro-generation is not specifically defined. Dictionary.com defines "zillennial" as a person born between the early 1990s and late 1990s. [21] Authors Hannah Ubl, Lisa Walden, and Debra Arbit define the cuspers as those born between 1992 and 1998, [22] as does Mary Everett, writing for PopSugar [9] and Vogue . [23] A WGSN case study on the cohort similarly notes this date range. [8] Ketchum defines GenZennials as those born from 1992 to 2000. [17] Boston University sociologist Deborah Carr defines zillennials as those born "roughly" between 1992 and 2002. [24] [25]

Others have defined zillennials as those born from 1993 to 1998, including Deon Smit (HR Future), [16] Maisy Farren ( Vice ), [26] Lindsay Dogson ( Business Insider Mexico), [27] Charlotte Hilton Andersen (Reader's Digest), [28] Britannica [29] and MetLife. [30] Fullscreen defines the cusp group as those born from approximately 1993 to 1999 in their research. [12] Likewise, authors Fons Trompenaars and Peter Woolliams use the years 1993 to 1999 as Zennials. [31] Author Mary Donahue defines the cuspers as those born from 1995 to 2000. [32]

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. [33] [34] 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. [33] 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. [8] According to author Tim Elmore, social scientists believe that a second micro-generation could lie between the millennial generation and Generation Z due to rapid demographic change during the 2010s. [35]

Maddy Mussen, writing for The Standard , said that zillennials grew up in a world shaped "for the better" by millennials, "body positivity, sex positivity, and fourth-wave feminism were all reaching a peak during our formative years." [36]

Zillennials are seen as a bridge between the digital pioneers of the early internet (millennials) and the "internet natives" of Gen Z according to a definition made by Trusted Media Brands. [37]

Arts and culture

The advent of "Zillennialcore" to describe the cultural backdrop of this micro-generation references music, media, and fashion. [11] Members of this cohort often code-switch, "[aging] up when speaking to [millennials] and [aging] down when speaking to younger relatives." [10] They are seen as "cultural tastemakers", particularly in youth subcultures for both younger millennials and older members of Generation Z. [6] Their creative content is marked by an emphasis on authenticity, relatability, and social consciousness, rejecting curated programming typical of the millennial generation. [6] They have substantial control over internet meme culture, donning the moniker "meme lords". [33] "They remember life before the internet (just about), but they also know how to navigate meme culture and social media codes" according to a news article from Reuters Institute. [38]

Zillennials are cultural hybrids of both millennials and Gen Z according to a definition from Power Thesaurus. [39] Abercrombie & Fitch noted a target demographic of 25 to 29 year olds in 2022 as having "a bit of both Gen Z and millennial mentality". [40] They rebranded between 2020 and 2022 to capitalize around what they perceived to be the micro-generation's ethos: fulfillment and self-actualization. [40] The brand identified zillennials and their usage of TikTok as being a major cultural exporter. [40]

The Game Boy Advance, a popular handheld gaming system during Zillennials' childhoods Nintendo-Game-Boy-Advance-Purple-FL.png
The Game Boy Advance, a popular handheld gaming system during Zillennials' childhoods

Many Zillennials are nostalgic for the popular culture and technology of the 2000s, such as the Harry Potter franchise, [10] SpongeBob SquarePants , [42] Game Boy Advance, [41] Nintendo DS, [43] and Disney Channel shows such as That's So Raven . [10] Mia Galuppo, writing for The Hollywood Reporter , said that many viewers of the live-action Lilo and Stitch were Zillennials. She noted that "nostalgia as entertainment, intentional or not, is nothing new. But it has not yet been fully exploited for the Zillennial age demographic, which is now one of the largest age groups in the U.S." Data collected by Disney and PostTrak showed that moviegoers between ages 25 and 34 made up 33 percent of the film's non-family audience. [44]

Author Benjamin Crace, in his book titled The American Blockbuster: Movies That Defined Their Generations, says that zillennials "have grown up with a steady dose of the supernatural in pop culture (vampires, witches, zombies) to a point where it has become somewhat normalized." [45]

A 2024 report made by Parrot Analytics, a leading global entertainment analytics company, says that "the share of shows with strongly Zennial skewing audiences sometimes tracks more closely with Gen Z and sometimes with millennials which can make it difficult to tease out unique content tastes for this cohort" but that they are particularly fond of romantic movies (31%) over animated, horror and western films. [46]

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 2020 and continuing into the early 2020s. [8] Experiencing the effect of these crises on their parents, siblings, and others informed their outlook later on in life. [33] Around 48% of American zillennials lived with their parents in 2023, which, coupled with their digital literacy and stable incomes, generates substantial spending power. [7] An analysis by Morgan Stanley found that members of this cohort helped sustain the luxury good sector during periods of economic downturn. [7] 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. [47]

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." [48] Payment processing researcher PYMNTS conducted a study on this cohort of U.S. consumers in 2023. [13] 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. [13] They grew up during the tail end of the 2000s hustle-culture that prioritised career success, while also being influenced by their Gen Z peers’ more relaxed approach to work. They hold a dual citizenship of sorts. [49]

Zillennials have higher brand loyalty and less price sensitivity than millennials, leading to more stable purchasing patterns. [6] 75% of zillennials shop both online and in-store, blending digital convenience with the tactile benefits of physical stores [50] and 72% of them are more influenced by trusted sources like friends or family than by traditional advertising when it comes to what drives their purchasing decisions. [51] Zillennials are discerning shoppers, many place a high value on social and environmental factors when picking where to shop. [52]

A 2025 online survey of 1,089 U.S. adults conducted by Arrivia, a travel loyalty technology provider, found that zillennials are emerging as a high-potential audience, with growing income and specific travel preferences. Nearly half live at home with their parents (48%) while reporting household incomes of $100,000 or more (41%), giving them more flexibility to spend on travel. Compared to the survey average, zillennials are nearly twice as likely to travel internationally. They also showed a higher interest than both Gen Z and millennials in bundled packages that include a cruise, hotel and airfare. Nearly one in three zillennials (27%) said they’ve taken a cruise, compared to just 18% of baby boomers. [53] [54]

Health

The onset of the COVID-19 pandemic disrupted certain social markers for zillennials. [55] They are less likely than Generation Z to use online pharmacies. [13]

In company culture, mental health among this group stands out as both a strength and a challenge, as they often find themselves in systems that are still adapting to prioritise wellbeing. These challenges can impact zillennials’ ability to bring their best selves to work, underscoring the need for organisational changes that support them. [56]

Personal values

According to CNN, zillennials are more aligned with Generation Z on social issues. [24] 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. [5] Diversity and independence are the traits used most often by the cohort to describe what will set their micro-generation apart. [12] The study found the cohort to be more creative and more likely to self-identify into a minority group than other generational cohorts. [12]

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 believe in global warming and efforts to mitigate climate change, with many identifying as eco-conscious. [24] [57]

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." [58] Glamour UK noted their general political outlook as more socialist than millennials. [43] 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. [8]

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. [59] [60] [61] [62] [63]

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. [13] They are considered socially and emotionally intelligent. [33]

Technology

USA Today described zillennials as being digital natives "steeped in internet culture" with high levels of digital literacy. [11] Zillennials and Generation Z share nearly identical digital engagement levels, 58.8% compared to 63.2%, respectively. [13] Zillennials are more likely to consume news via online channels and play video games on consoles than Generation Z. [13] 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. [12] A majority of this cohort believe that technology betters the world. [12] According to a 2024 report made by PYMNTS, 68% of zillennials are using voice technology for daily tasks, they say that "this microgeneration uses voice assistants more frequently than older age groups, particularly in areas like shopping, financial management and obtaining information." [64] Another report from the same company reveals that zillennials are a driving force behind the evolution of digital banking, with a unique blend of tech-savviness and reliance on traditional financial institutions. [65]

See also

References

  1. ↑ "The American Generations: Names, Years, & Key Differences | Britannica". www.britannica.com. Retrieved 2 September 2025.
  2. ↑ "Zillennials: The Widely Unrecognised Microgeneration". Reflect Digital. Retrieved 12 July 2025.
  3. ↑ Cheong, Charissa. "How to spot a 'zillennial' in the wild, according to TikTok". Insider. Retrieved 25 August 2023.
  4. ↑ Hannah L. Ubl; Lisa X. Walden; Debra Arbit (24 April 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. 1 2 3 Ubl, Hannah L.; Walden, Lisa X.; Arbit, Debra (24 April 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.
  6. 1 2 3 4 Siu, Antoinette (24 April 2023). "What marketers need to know about 'Generation Zennial,' from social media to buying habits". Digiday. Retrieved 26 August 2023.
  7. 1 2 3 4 Hartmans, Avery. "Meet the 'zillennials,' who grew up online, live with their parents, and have retailers chasing their disposable income". Business Insider. Retrieved 26 August 2023.
  8. 1 2 3 4 5 6 Napoli, Cassandra (22 May 2020). "WGSN: Zennials: The In-Between Generation". wgsn.com. Archived from the original on 25 October 2020. Retrieved 18 February 2021.
  9. 1 2 Everett, Mary (3 March 2021). "Are You Confused by the Current Generational War? Congrats, You May Be a Zennial!". PopSugar. Archived from the original on 3 March 2021. Retrieved 8 March 2021.
  10. 1 2 3 4 Lansom, Alicia. "Too Old For Gen Z, Too Young For Millennials: Life As A Confused Zillennial". www.refinery29.com. Retrieved 26 August 2023.
  11. 1 2 3 Kaufman, Ana (18 May 2023). "Move over Millennials and Gen Z, there's a new generation in town: Meet Zillennials". USA TODAY. Retrieved 26 August 2023.
  12. 1 2 3 4 5 6 Dreisinger, Kimberly (17 June 2019). "Cuspers: Creative, Stressed, Impulsive --- Fullscreen Generational Study Shines Light on the Unique Life Stage Between Millennials and Gen Z". businesswire.com. Retrieved 11 December 2022.
  13. 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.
  14. ↑ "Zillennials: The Widely Unrecognised Microgeneration". Reflect Digital. Retrieved 12 July 2025.
  15. ↑ DeGering, Nicea (4 March 2021). "Do you feel left out of the generational war? You might be a zennial". abc4.com. Archived from the original on 5 March 2021. Retrieved 7 March 2021.
  16. 1 2 Smit, Deon (December 2017). "Do you have enough "Generational Glue" in your organisation?". HR Future. 2017 (Dec 2017): 22–23. ISSN   1608-8506.
  17. 1 2 "Ketchum Introduces the GenZennial, an Influential Blend of Two Generations" (Press release).
  18. ↑ Dimock, Michael (17 January 2019). "Defining generations: Where Millennials end and Generation Z begins". Pew Research Center. Retrieved 25 August 2023.
  19. ↑ Parker, Kim (22 May 2023). "How Pew Research Center will report on generations moving forward". Pew Research Center. Retrieved 25 August 2023.
  20. ↑ "Defining generations: Where Millennials end and Generation Z begins". 17 January 2019.
  21. ↑ https://www.dictionary.com/browse/zillennial
  22. ↑ Managing Millennials for Dummies. John Wiley & Sons. 6 April 2017. ISBN   978-1-119-31023-5.
  23. ↑ Belen Archetto, Maria (14 May 2021). "4 tendencias de moda zillennial que se despiden de la brecha generacional". Vogue.mx (in Spanish). Archived from the original on 18 May 2021.
  24. 1 2 3 Ward, Terry (10 May 2023). "Zillennials: The newest micro-generation has a name". CNN.
  25. ↑ "Zillennials: A new name for a generation - CBS Chicago". CBS News .
  26. ↑ Farren, Maisy (20 August 2020). "'Zillennials' Are Haunted By Their Internet History". Vice . Retrieved 15 October 2020.
  27. ↑ "Los zillennials atrapados entre los millennials y la Generación Z". Business Insider México | Noticias pensadas para ti. 18 August 2021. Archived from the original on 15 April 2024. Retrieved 8 December 2022.
  28. ↑ Andersen, Charlotte Hilton (30 May 2025). "What Generation Are You? Find Out in Our Guide to Generation Years and Names". Reader's Digest. Retrieved 21 August 2025.
  29. ↑ "The American Generations: Names, Years, & Key Differences | Britannica". www.britannica.com. Retrieved 21 February 2024.
  30. ↑ "Job Satisfaction Hits 20-Year Low Across U.S. Workforce, Lowest Among 'Zillennials'".
  31. ↑ Trompenaars and Woolliams (29 January 2024). New Approaches to Recruitment and Selection (The New Business Culture). Emerald Publishing Limited. ISBN   978-1-83797-761-1.
  32. ↑ Mary E. Donahue (29 September 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.
  33. 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.
  34. ↑ Joshi, Shamani (31 May 2021). "What It's Like To Be a Zillennial, the Generation Caught Between Gen Z and Millennials". Vice. Retrieved 25 August 2023.
  35. ↑ Elmore, Tim (25 October 2022). A New Kind of Diversity: Making the Different Generations on Your Team a Competitive Advantage. Simon and Schuster. ISBN   9798887100012 . Retrieved 7 August 2023– via Google Books.
  36. ↑ Mussen, Maddy (6 August 2025). "It's time to admit it: Zillennials are the only normal Gen Zers". The Standard. Retrieved 7 August 2025.
  37. ↑ "Zillennials: the influential, in-between generation driving engagement across our platforms. | TMB (Trusted Media Brands) posted on the topic | LinkedIn". www.linkedin.com. Retrieved 12 August 2025.
  38. ↑ "How these three Zillennial media leaders approach management in multigenerational newsrooms | Reuters Institute for the Study of Journalism". reutersinstitute.politics.ox.ac.uk. 14 June 2024. Retrieved 14 August 2025.
  39. ↑ ZILLENNIAL Definition & Meaning – Explained
  40. 1 2 3 Obolenskaya, Christina (24 October 2022). "Q&A: How Abercrombie rebranded on TikTok". eMarketer . Retrieved 24 October 2022.
  41. 1 2 Neither Gen Z nor Millennials, are Zillennials a thing?
  42. ↑ Zillennials: Understanding the Generation Caught Between Millennials and Gen Z
  43. 1 2 Quirk, Molly (12 August 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 25 August 2023.
  44. ↑ "'Lilo & Stitch' and the Power of Zillennial Nostalgia at the Movie Theater". The Hollywood Reporter . 27 May 2025.
  45. ↑ The American Blockbuster: Movies That Defined Their Generations. Bloomsbury Publishing USA. 18 October 2022. ISBN   979-8-216-18418-8.
  46. ↑ "What are the most loved movie genres for each generation?". Parrot Analytics. Retrieved 20 August 2025.
  47. ↑ Alim, Arjun Neil (23 August 2023). "The transfer of wealth from boomers to 'zennials' will reshape the global economy". Financial Times. Retrieved 26 August 2023.
  48. ↑ Ossinger, Joanna (19 November 2020). "Zillennials Are Going to Change Investing Forever, BofA Says". Bloomberg.com. Retrieved 25 August 2023.
  49. ↑ "How these three Zillennial media leaders approach management in multigenerational newsrooms | Reuters Institute for the Study of Journalism". reutersinstitute.politics.ox.ac.uk. 14 June 2024. Retrieved 15 August 2025.
  50. ↑ "75% of Zillennials Shop Both Online and In-Store". 13 February 2025.
  51. ↑ "72% of Zillennials Trust Recommendations More Than Ads when Shopping". 5 February 2025.
  52. ↑ "The Zillennial Paradox: Big Debt, Big Spending and a Conscience to Rule It All". PYMNTS.com. Retrieved 18 August 2025.
  53. ↑ https://www.seatrade-cruise.com/marketing/new-arrivia-report-finds-growing-cruise-interest-among-zillennials
  54. ↑ https://resources.arrivia.com/hubfs/Reports/arrivia%20-%20Report%20-%20Loyalty%20and%20the%20Changing%20Traveler%20Q2%202025.pdf?hsLang=en
  55. ↑ Williams, Jim (10 May 2023). "Zillennials: A new name for a generation". CBS Chicago. Retrieved 23 August 2023.
  56. ↑ Varley, Laura (3 December 2024). "Are organisations in the midst of a 'Zillennial dilemma'?". Silicon Republic.
  57. ↑ Nadeem, Reem (26 May 2021). "Gen Z, Millennials Stand Out for Climate Change Activism, Social Media Engagement With Issue". Pew Research Center Science & Society. Retrieved 25 August 2023.
  58. ↑ Peck, Patrice (30 September 2022). "2022 Midterms Guide: The 7 Key States Where Zillennials Have the Power to Sway the Vote". Cosmo . Retrieved 12 November 2022.
  59. ↑ Haselhorst, Sarah (2 June 2020). "The faces of protesters are mostly millennials: Who are they and what do they think?". Cincinnati Enquirer. Retrieved 29 December 2023.
  60. ↑ "The nation's racial justice protests are a pivotal moment for millennials and Gen Z". Brookings. Retrieved 21 February 2024.
  61. ↑ Russonello, Giovanni (5 June 2020). "Why Most Americans Support the Protests". The New York Times. ISSN   0362-4331 . Retrieved 21 February 2024.
  62. ↑ Weaver, Courtney; Manson, Katrina (12 June 2020). "Pandemic helps 'Generation Z' ignite a movement". www.ft.com. Retrieved 21 February 2024.
  63. ↑ "Are we 'Generation Screwed'? Not necessarily: coming of age amid COVID-19". Magazine. 13 October 2020. Retrieved 21 February 2024.
  64. ↑ "68% of Zillennials Use Voice Technology for Daily Tasks". 24 February 2025.
  65. ↑ PYMNTS (29 April 2025). "66% of Zillennials Use Their Phones as Bank Branch". PYMNTS.com. Retrieved 16 August 2025.

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