- Zillennial marketing: who are Zillenials and how to market to them
- Published 23/10/2023
- 10 min Read
- Written by Julia Shandrokha
Table of contents
Understanding the intricacies of generational behavior is paramount for any brand aiming for resonance and relevance. While many marketers have been hyper-focused on the clear-cut definitions of Baby Boomers, Gen X, Millennials, and Gen Z, a unique cohort has emerged, nestled in the gray area between the latter two: The Zillenials.
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Often feeling like the overlooked middle child in the vast family of generational categories, Zillennials represent a unique blend of old-world nostalgia and new-age digitalism. Born during the seismic shift from analog to digital, they’re neither entirely here nor there, making them a demographic with distinct values, experiences, and perspectives. In a world where every brand is clamoring for attention and loyalty, understanding the Zillennial mindset isn’t just beneficial — it’s crucial.
As we dive deep into the world of Zillennial marketing, we’ll explore who they are, what makes them tick, and how brands can craft strategies that genuinely resonate with this “forgotten” cohort. Famesters marketing agency experts are here to help you reveal the key to unlock the Zillennial enigma and craft a creative marketing strategy to win their hearts.
WHO ARE ZILLENNIALS?
The term ‘Zillennial’ (or ‘Zillenial’) may be relatively new to many, but their presence in the sociocultural fabric has been significant. Bridging the gap between Millennials and Gen Z, Zillennials find themselves at the crossroads of two very distinct generational experiences.
Source: Reddit
A generational blend
Born approximately between 1993 and 2001, Zillennials have had the unique experience of growing up during a transitional era. They’ve witnessed the dawn of the internet age yet hold memories of a world not entirely dominated by digital technology. Unlike Gen Z, who’ve always known the ubiquity of high-speed internet and smart devices, Zillennials recall the days of dial-up connections and the burgeoning days of social media platforms like early YouTube and Myspace.
Not quite Millennials, not entirely Gen Z
Characteristically, Zillennials don’t align wholly with the primary traits of either neighboring generation. They may not have the innate memory of VHS tapes or the late ’90s pop culture that Millennials fondly recall. At the same time, they didn’t grow up entirely swathed in the digital-first environment that defines Gen Z. This unique positioning gives them a blended worldview, making them adaptable and understanding of both generational perspectives.
Values and perspectives
Informed by their unique timeline, Zillennials exhibit a strong inclination towards authenticity and social responsibility. They’re conscious consumers, often prioritizing brand values over other considerations. Diversity, ethical operations, and social responsibility resonate deeply with this group, as evidenced by their purchasing behaviors and brand loyalties. They are driven by a desire to see positive change in the world and often align with brands that reflect this ethos.
Navigating the digital space
Though they remember a world without it, Zillennials are comfortably immersed in the digital realm. They’ve evolved with the rise of social media, from the days of Facebook and Instagram to the current dominance of TikTok and Snapchat. They appreciate the curated aesthetics that Millennials brought to platforms like Instagram while also embracing the raw, real-time content favored by Gen Z.
CRAFTING THE PERFECT ZILLENNIAL MARKETING STRATEGY
Understanding Zillennials is half the battle. The next step is tailoring your marketing efforts to resonate with this hybrid generation. With their unique blend of values, experiences, and preferences, a one-size-fits-all approach won’t cut it. Here are six practical tips about how to craft the perfect marketing strategy for Zillennials.
1. Authenticity is key
Zillennials have a finely tuned radar for inauthenticity. Growing up amidst the rise of influencer culture and brand activism, they’ve become adept at distinguishing genuine messages from performative gestures. It’s crucial for brands to ensure their messages are rooted in genuine values and missions. Token gestures or “jumping on the bandwagon” can be spotted from miles away and are likely to do more harm than good.
2. Influencer marketing: collaboration over promotion
Zillennials value relatability. Instead of opting for mega-influencers, brands should look towards micro and nano-influencers who hold sway within niche communities. These influencers, while having smaller followings, often boast higher engagement rates and foster a sense of trust and intimacy with their audiences. Collaborations should feel organic, emphasizing mutual values and genuine appreciation for the brand or product. Remember, Zillennials can differentiate between authentic endorsements and paid promotions.
3. Diverse and inclusive messaging
As mentioned, 60% of Zillennials believe that increasing racial and ethnic diversity is beneficial for society. Brands need to ensure that their campaigns are diverse and inclusive, not just in terms of ethnicity but across all spectra, including gender, sexuality, and more. This commitment to diversity should not only be visible in outward campaigns but also in the company’s internal culture and practices.
4. Blend the aesthetics
Marry the polished aesthetics of the Millennials with the raw, unfiltered vibe of Gen Z. This could mean a blend of well-curated posts with spontaneous, in-the-moment stories or reels. Platforms like Instagram, which cater to both styles, can be particularly effective for this.
5. Engage, don’t just promote
Zillennials crave connection. Instead of constant promotional content, brands should aim to foster genuine engagement. This can be achieved through interactive content, Q&A sessions, community-building initiatives, or even spotlighting loyal customers. Remember, Zillennials are looking for brands that they can relate to and grow with.
6. Prioritize social responsibility
70% of Zillennials try to buy from brands they consider ethical. This emphasizes the need for brands to communicate their CSR (Corporate Social Responsibility) initiatives clearly. Whether it’s sustainability, community outreach, or any other cause, showing genuine commitment can go a long way in building trust and loyalty.
In the world of Zillennial marketing, understanding and authenticity reign supreme. Brands that can genuinely connect with this demographic’s values and experiences will find themselves at an advantage in the evolving digital marketplace.
THE POWER OF INFLUENCER MARKETING WHEN TARGETING ZILLENIALS
Navigating the complex landscape of marketing to Zillennials requires a nuanced understanding of their preferences and habits. One standout trend among this demographic is the undeniable power of influencer marketing. Here’s a deep dive into why it’s essential and how best to utilize it for Zillennials.
Why it matters: Zillennials’ trust in peer recommendations and relatable figures
Zillennials grew up in an age where digital personalities became cultural mainstays. Unlike traditional celebrities, digital influencers often build their brand on relatability and genuine connection with their audience. Zillennials gravitate towards these figures because they see them as peers, or at the very least, as individuals who understand their experiences, challenges, and joys. This peer-like relationship means that Zillennials often trust and value recommendations from influencers as they would from close friends or family.
Choosing the right influencers: prioritizing authenticity
It’s not just about numbers. Brands must recognize that the most significant follower count doesn’t necessarily equate to the most substantial influence, especially with Zillennials. It’s vital to prioritize authenticity over popularity. Brands should seek influencers who genuinely resonate with their product or message. A forced or mismatched collaboration can be easily spotted and can erode trust in the brand.
Collaborative content: engaging the Zillennial audience
Modern influencer marketing goes beyond simple product placements. Collaborative content, where brands and influencers co-create, can lead to more engaging and authentic content. Platforms like TikTok offer immense opportunities, from creating viral challenges that highlight a product to authentic behind-the-scenes looks in Instagram Stories. By co-creating, brands can tap into the influencer’s understanding of their audience, ensuring content that genuinely resonates.
Micro-influencers & niche communities: the uncharted goldmine
While mega-influencers have their place, micro-influencers often hold more sway within specific communities. These influencers, typically with follower counts ranging from 1,000 to 100,000, often have higher engagement rates. Their smaller follower base often means a more tight-knit community and a deeper connection with their audience. Brands can leverage these micro-influencers to tap into niche communities, ensuring genuine endorsements and a more targeted reach.
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Influencer marketing is not just a buzzword when it comes to Zillennials. It’s a powerful tool that, when wielded correctly, can lead to genuine connections, increased brand loyalty, and meaningful engagements. Brands that understand and respect the intricacies of influencer marketing will undoubtedly find success in the Zillennial market.
IN CONCLUSION: EMBRACING THE ZILLENNIAL ZEITGEIST
In the midst of generational divides, the Zillennial stands out as a unique bridge between the analog past and the digital future. Marketing to this demographic isn’t about merely repackaging old strategies or blindly adopting new trends. It’s about understanding the nuanced experiences and values that shape this cohort. They are digital natives who have also felt the warmth of analog nostalgia. They crave authenticity, value social responsibility, and are adept at filtering out inauthentic content.
The power of influencer marketing, especially when approached with genuine collaboration and authenticity, underscores the Zillennial desire for relatable and trustworthy connections. But it’s not just about the influencers; it’s about establishing clear brand values, fostering communities, and creating content that genuinely resonates with their lived experiences.
Zillennials may represent a narrow age range, but their impact is profound. They exemplify rapid change, adaptation, and the blending of two worlds. If you can truly understand and cater to their unique position, you will not only capture their attention but also earn their loyalty to your brand. Contact the Famesters influencer marketing agency to attract Zillenials and make them love your product or service as soon as possible! We know what this audience needs and values the most, and we are here to share our experience and expertise with you.
Frequently asked questions about Zillenials
Who are Zillenials?
Zillenials are those born approximately between 1993 and 2001, sitting at the intersection of two highly influential generations — Millennials and Gen Z, so zillennial age is always an approximate number.
Zillennials are often defined by their experience growing up during a critical shift from the analog to the digital world. This cohort remembers a time before smartphones were ubiquitous but has adapted seamlessly to modern digital platforms like Instagram and TikTok. Their formative years were shaped by rapid technological change, giving them a dual perspective that blends a sense of nostalgia with comfort in navigating fast-paced digital environments. This unique positioning makes them adaptable, digitally savvy, and often more conscious of the consequences of technology than either Millennials or Gen Z alone.
How are Zillennials different from Millennials and Gen Z? What are zillennial characteristics?
While Millennials (born between 1981 and 1996) grew up during the rise of the internet, Zillennials experienced this shift more acutely during their childhood/teenage years, making them particularly adaptable. Unlike Gen Z (born after 1997), who were fully immersed in a digital-first world from birth, Zillennials recall the early days of Myspace, MSN Messenger, and dial-up internet. They didn’t have constant access to smartphones or social media growing up but became early adopters as these technologies emerged. As a result, Zillennials are not only tech-savvy but also appreciate the offline world, often craving a balance between their digital lives and more traditional experiences. This duality gives them a distinct perspective on media, culture, and consumption.
Why is marketing to Zillenials important for brands?
Zillenials represent a crucial demographic because they combine traits of both Millennials and Gen Z, making them a bridge between the two generations. This gives them influence over both younger and older consumers. As a group that values both authenticity and innovation, they seek out brands that align with their values and life experiences. Zillenials have significant buying power and are trendsetters, influencing not just their peers but also the broader marketplace. Brands that ignore this cohort risk missing out on a key demographic that values ethical practices, sustainability, and a more personalized consumer experience. Understanding Zillenials allows brands to tap into a group that appreciates both nostalgia and cutting-edge technology, making them prime targets for hybrid marketing strategies.
What kind of content resonates most with Zillennials?
Zillennials are drawn to content that feels real and authentic but also aesthetically pleasing. This means balancing the polished, curated style of Millennials with the more raw, in-the-moment authenticity that defines Gen Z. On platforms like Instagram, Zillennials appreciate visually cohesive feeds, but they also engage deeply with spontaneous, behind-the-scenes content on stories or reels. TikTok’s unfiltered, fast-paced nature also appeals to them, as long as the content remains genuine and relatable. They favor storytelling that reflects their own experiences — whether it’s nostalgia for early 2000s culture or commentary on the latest social issues. For brands, it’s essential to mix high-quality, professionally crafted content with organic, user-generated pieces to create a blend that feels relatable yet aspirational.
What do Zillenials find important for brands?
Social responsibility is a non-negotiable factor for Zillenials when it comes to brand loyalty. They are part of a generation that’s highly aware of the social, environmental, and political challenges facing the world. Brands that prioritize ethical practices, sustainability, and diversity are far more likely to capture Zillenial attention and loyalty. Whether it’s through reducing carbon footprints, practicing fair trade, or advocating for social justice, brands need to make their values clear — and act on them. Zillenials can easily spot “performative activism,” so it’s essential for companies to be authentic in their CSR (Corporate Social Responsibility) initiatives. Engaging with causes that matter to Zillenials isn’t just about marketing — it’s about building trust through genuine action.
What role does influencer marketing play in reaching Zillennials?
Influencer marketing is a powerful tool for engaging with Zillennials, but it must be done thoughtfully. Zillennials are highly skeptical of celebrity endorsements that feel too commercial or disconnected from their reality. Instead, they gravitate toward micro and nano-influencers — those with smaller but more engaged followings — who share their values and interests. These influencers often create content that feels organic, whether it’s a casual Instagram story or a TikTok video showcasing how a product fits naturally into their lifestyle. Zillennials want to see real people, with real stories, using products they genuinely love. Brands that collaborate with influencers who have built trust within niche communities will see stronger engagement and higher conversion rates.
How can brands create authentic connections with Zillenials?
To create meaningful connections with Zillenials, brands need to focus on building relationships, not just pushing products. Zillenials value brands that engage with them on a personal level, whether that’s through interactive social media campaigns, user-generated content, or thoughtful responses to customer feedback. Rather than constantly promoting products, brands should create spaces where Zillenials feel heard and valued. This could be through Q&A sessions, behind-the-scenes insights, or even community initiatives that allow customers to co-create content with the brand. Brands that are transparent about their values, acknowledge customer input, and foster a sense of belonging will resonate more deeply with this audience.
Which platforms are best for marketing to Zillennials?
Zillennials are active across a variety of digital platforms, but Instagram and TikTok stand out as the most effective for reaching this demographic. Instagram’s blend of curated posts, stories, and reels allows brands to balance polished content with real-time engagement. Meanwhile, TikTok’s fast-paced, video-first environment appeals to Zillennials’ love for spontaneous, unfiltered content. That said, brands shouldn’t ignore platforms like Twitter or YouTube, where Zillennials also engage with deeper, more conversation-driven content. Ultimately, a multi-platform strategy that leverages the strengths of each medium is the most effective way to connect with Zillennials in their digital ecosystem.
Do Zillenials prefer traditional advertising?
Zillenials are generally turned off by traditional advertising that feels intrusive or overly promotional. They grew up in an era of banner ads, pop-ups, and pre-roll YouTube ads, which they have learned to tune out or avoid. Instead, Zillenials respond better to native advertising that feels integrated into their digital experience — such as sponsored content that aligns with their interests or influencer partnerships that feel genuine. They also value interactive and immersive experiences, like branded challenges on TikTok or Instagram’s “swipe-up” features that lead to meaningful content. Brands that focus on creating authentic, value-driven advertising will capture their attention far more effectively than traditional ad campaigns.
What are Zillennials looking for in a brand?
Zillennials are looking for more than just products — they want brands that stand for something. They seek out companies that are aligned with their values, whether that’s environmental sustainability, diversity and inclusion, or social activism. Zillennials also prioritize transparency — brands that are open about their business practices, sourcing, and supply chains will gain their trust. In addition to ethical concerns, Zillennials value brands that can balance both nostalgia and innovation. They are drawn to brands that can evoke a sense of the past while also looking toward the future, blending retro aesthetics with cutting-edge technology. Ultimately, Zillennials are loyal to brands that reflect their own evolving identity, making authenticity the most valuable currency.
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