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You could say Sabrina Grimaldi is the ultimate middle child. The 23-year-old Phoenix native’s older brother and sister are millennials, a tech savvy and supposedly fickle generation born between the years 1981 and 1996. Her younger sister is a Gen Zer, known for being an ambitious yet open and accepting group born between 1997 and 2012.
Grimaldi knew those date ranges were fuzzy at best, and she certainly didn’t feel as if they applied to her. In fact, when people asked which group she fit into, she struggled to answer because few of the attributes and life experiences typically attributed to each of these generations described her…. then she heard the term “Zillennial”.
“It wasn’t until I decided to start my own magazine dedicated to zillennials that I really claimed the label and wore it proudly,” says Grimaldi, who launched Zillennial Zine as a publication for “The In Between”.
What is a Zillennial?
Zillennials are a micro-generation of people born between 1992 and 2002.
Too old to be called Gen Z and too young to be considered a Millennial, Urban Dictionary defines zillennials as “too young to relate to the core of millennials but too old to relate to the core of Generation Z. They were 2000’s kids and transitioned from teenagers to adults during the 2010’s.”
So what’s this generation about, and what do businesses and employers need to know?
Say what? Zillennials are real, but few know it
The fact that Grimaldi built a business around those who consider themselves part of this micro-generation is remarkable, considering few people know it’s a thing.
In fact, if you type “zillennial” into Microsoft Word, it will autocorrect to “millennial.” If you ask a journalist’s AP Stylebook whether zillennial should be capitalized, it responds, “Sorry, there are no results for your search query.”
ChatGPT, meantime, knows all about this micro-generation. But the AI tool says: “The concept of Zillennials is not universally recognized or formally defined, and opinions may vary on where the generational boundaries lie.”
Heck, even Zillennials themselves may not know they exist, notes Deborah Carr, professor of sociology and director of the Center for Innovation in Social Science at Boston University.
“I bet most aren’t aware of it,” she says. “They probably identify more with the neighboring cohorts they’re closer to. Older zillennials probably think they’re millennials, and younger ones identify more with Gen Z.”
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So, given this lack of awareness, should anyone care? “Absolutely, say experts who estimate there may be 30 million Zillennials out there, of which 54% are fully employed and ready to spend their money, according to a PYMNTS study.
Given this, Carr says brands and employers would be wise to understand how this young generation ticks. Here are a few attributes she associates with Zillennials:
- Zillennials have grown up online and are one of the most tech-savvy generations on the planet. They’ve spent their whole lives getting quick answers, being able to order products in the blink of an eye, and having them shipped fast. Expectations of immediacy define them.
- They are more ethnically and racially diverse than previous generations.
- Because gay rights issues progressed considerably during their lifetimes, large numbers of them identify as being part of the LGBTQ and gender non-conforming communities.
- Their world views have also likely been adversely affected by tragic events that have occurred during their lifetimes, including 9/11 and subsequent wars on terror, mass shootings since Columbine, and COVID.
- As post-pandemic employees, they prefer remote work and often expect it. They’re also less likely to feel long-term loyalty to an employer. Indeed, given financial pressures, they pose a flight risk. Zillennial households also are apt to include dual-income couples.
- Because of the adversity they’ve faced in their lifetimes, Zillennials may have higher rates of depression, anxiety, and other mental health issues – something HR personnel should be aware of.
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What businesses should know about Zillennials
Given all of this, experts say businesses seeking to hire members of this micro-demographic should keep a few things in mind:
- Tap their tech. Engage this generation where they are willing to be reached. They’re buying products through TikTok and BeReal. They play games on mobile devices. They have little patience for slow, wonky tech. More than 80% engage with video and music streaming, social media, and mobile games platforms, the PYMNTS study found.
- Respect their frugality. Not only did this generation watch as their parents struggled during the Great Recession (2007 to 2009), but they’re now watching prices skyrocket on just about everything. So while some observers talk about increased spending power and this cohort purchasing high-ticket items at younger ages than previous generations, nearly half (48%) of adult Zillennials reportedly live with their parents.
- Have purpose. This is a young group that’s faced a ton of adversity in their lives. They also have genuine concerns about the future. As such, brands that authentically and empathetically tackle social ills – such as racism, gender inequality, global warming, poverty, and sexual harassment – are more likely to resonate with this generation.
“Zillennials love relatability and authenticity,” says Grimaldi. “If you’re trying to market toward us, be honest and open.”
- Embrace nostalgia. Zillennials, like many generations, have the warm and fuzzies for good things that remind them of their childhoods. Tapping into images from those good ‘ol days can help marketers capture their attention. Grimaldi, for example, fondly recalls having VHS video players, Gameboys, and handheld CD players as a child.
- Have flexible work models. Zillennials tend to view remote or hybrid work as their right, which makes sense since they’ve grown up with technology. Carr says this means employers have two choices: accept that or find a way to prove to prospective talent that their careers and lives will be much better working in offices than sitting in front of web cams all day long. This could involve educating workers on the advantages of in-person engagement, offering perks for being in the office, or even higher pay.
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Beyond labels: Creating a community
At the end of the day, Carr notes that attaching labels to generations only goes so far toward being able to understand them. People are complex, and no business should assume everyone fits into a neat box.
That said, Carr adds generational labels do create a sense of community among individuals who share time-based commonalities, like historical events, novel products, movies, and songs.
Grimaldi agrees.
“We don’t need all of these subcategories, but they are fun,” she says. “Terms like Zillennial help form community and camaraderie. These labels aren’t real, but why not embrace them? Why not find other people who relate to you and understand you to the core?”
