Between 'Generations': Meet The Zillennials

The world is moving at the pace of generative AI – so why are we still segmenting consumers into 10–15-year age cohorts?

At B12, we speak to humans of all ages – from Bristol to China. And one thing we find again and again, is that older Gen Z just don’t feel all that… Gen Z. Not to us. And not, more importantly, to them.

Born somewhere between 1993 – 1998, these are the Zillennials - a hybrid microgeneration that grew up in the transition from non-digital to digital first. They can’t remember Myspace but they’re not all about TikTok. They want kids, marriage and a career - but they also want to live their values. They may own both wide AND skinny jeans. Crazy, right?

 Age cohorts are an established tool for tracking generational trajectories, rooted in the interaction between collective experiences (from 9/11 to Harry Potter) and life stage.

They’re useful – but, wow, they’re broad. Not to mention struggling to keep up with the rate of digital evolution and all that means.

We know FIRST-HAND that the needs and desires of a member of Gen Z in Chicago are radically different from those of someone in St Petersburg. Age is, after all, one of just many intersects. Wealth, gender and ethnicity are equally powerful determiners of identity and aspiration.

So what does that mean? Just this – if you’re looking for human reality, you may need to go deeper. We work closely with our clients to help them identify consumer targets that go beyond generation to span multiple intersects – powering better research and better results.

If age is just a number, who are you REALLY trying to talk to???

More Food For Thought:

Reality BiteJUDITH MIZRAHI