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 set has led to their characterization as a "micro-generation."[2][3] They are generally the children of younger Baby Boomers and Generation X.[4] Estimates of the U.S. population in this cohort range from 30 million to 48 million.[5][6]
In early childhood during the September 11 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 sudden global Digital Revolution of the late 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.
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