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. 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. A 2024 survey conducted by
YouGov among 13,083 U.S. adults found that 31 percent of Millennials relate to their own generation the most, while 19 percent relate to Gen Z. On the other hand, 31 percent of Gen Zers relate to their own generation the most, while 15 percent relate to Millennials. The survey also found that most Millennials and Gen Zers do not consider themselves to be part of the generation they're officially a part of. Members of this cohort were children in the 2000s, during events such as the
9/11 terrorist attacks. 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. Jason Dorsey, president of The Center for Generational Kinetics, described zillennials as "equal parts idealistic and skeptical, analog roots with digital instincts" and that "they probably remember life before smartphones, but not before the internet." According to authors Trompenaars and Woolliams, Zennials "were born digital and do not know a world without social media or the internet. They don't consider they have a born right to owning property with a mortgage or a career where they have the same job at the beginning and end of their working life. They like sharing their feelings with friends."
Arts and culture The advent of "Zillennialcore" to describe the cultural backdrop of this micro-generation references music, media, and fashion. They are seen as "cultural tastemakers", particularly in
youth subcultures for both younger Millennials and older members of Generation Z. Their creative content is marked by an emphasis on authenticity, relatability, and
social consciousness, rejecting curated programming typical of the Millennial generation. Charlotte Hilton, from ''Reader's Digest,'' wrote that zillennials "are fluent in both sarcasm and memes" and that "they witnessed the dawn of influencer culture and probably tried to become one during quarantine." Zillennials are cultural hybrids of both Millennials and Gen Z according to a definition from Power Thesaurus.
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". They rebranded between 2020 and 2022 to capitalize around what they perceived to be the micro-generation's ethos: fulfillment and
self-actualization.
Game Boy Advance,
Nintendo DS, 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." 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. Chris Molanphy, writing for
Slate, said that
Justin Bieber,
Miley Cyrus and
Ariana Grande are a "tier of Millennial-slash-Z cuspers well past a decade of hitmaking and still scoring giant hits".
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. An analysis by
Morgan Stanley found that members of this cohort helped sustain the
luxury good sector during periods of economic downturn. 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." Payment processing researcher
PYMNTS conducted a study on this cohort of U.S. consumers in 2023. 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. According to Mike Wiseman, writing for Personnel Today, UK's leading free-access HR website, Zillennials "overwhelmingly prefer working in an office but demand environments that justify the effort to get there. They expect their workspace to offer access to green spaces, lots of light, fresh air, wellness and leisure facilities, great restaurants with health-conscious menus, and culture." He added, "Zillennials are reluctant to waste unnecessary time commuting long distances and are put off by sterile, soulless corporate environments. They want a straightforward route to the office, on foot, bike or ideally one form of public transport." Zillennials have higher
brand loyalty and less
price sensitivity than Millennials, leading to more stable purchasing patterns. 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. Zillennials are discerning shoppers, many place a high value on social and environmental factors when picking where to shop. For them, budgeting is also a key priority when making decisions about where and how to shop. Consumers in this age group are more likely to live paycheck to paycheck than the population overall. Plus, they are likelier to have outstanding balances from student loans, credit cards, store cards and personal loans, among others. Zillennials are less likely than older consumers to own a motor vehicle as their primary means of transportation, instead, they are embracing alternatives such as leasing, public transit and ridesharing services. They are also more likely than any other generation to name the lack of
down payment funds as their top obstacle to home ownership.
Health The onset of the
COVID-19 pandemic disrupted certain
social markers for zillennials. They are less likely than Generation Z to use
online pharmacies. A
PYMNTS Intelligence's Generational Pulse survey shows that "digital-first Gen Zers and zillennials are racing ahead on
virtual doctor's visits, health tracking apps, with alternative payment methods."
Personal values According to
CNN, zillennials are more aligned with
Generation Z on social issues.
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."
Glamour UK noted their general political outlook as more
socialist than Millennials. 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.
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. 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. According to authors Hannah Ubl, Lisa Walden and Debra Arbit, what really divides Millennial/Gen Edge (Gen Z) cuspers from the Millennial bunch is their use of technology and social media, "while Millennials may pride themselves on their know-how of social media, the Millennial/Edger cuspers are social media mavens". == See also ==