Zillennial Women: Secrets to Connecting to this Unique Cusp Generation

Too young for Millennials, but too old for Gen Z is a common experience felt amongst Zillennials. This micro generation roughly born between 1992 and 2002 can be defined through experiences such as growing up in a post 9/11 world, using iPods, and browsing through Tumblr after school. Similar to the generational cusp they sit on, their lives can be described as a crossroads between navigating through the beginning years of their professional careers while also trying to build strong social connections with those around them. 

Zillennial women in particular have a unique perspective due to coming of age during a major social shift. During the 00s thin was in, with tabloids and gossip blogs closely monitoring the physiques of various female starlets. In the early 2010s body positivity gradually rose in popularity with magazines and clothing brands being more inclusive of different types of figures. This time period is also marked by growing conversations of other social causes such as feminism, racial inequality, and environmentalism

These dynamics have shaped the way Zillennial women move through different aspects of life, including how they chose to engage as consumers. These are key values that are necessary when connecting with the women of this unique generation:

Focus on community building

There is a strong desire for Zillennials to form bonds with likeminded individuals. Weather it's based on politics, hobbies, or career paths having a space to feel heard conveys a strong sense of togetherness that can be enriching. The traditional approach to marketing where brands are faceless entities that only serve to hawk products to consumers can ring a bit hollow to a demographic that appreciates engagement and participation. Creating interactive Instagram stories, regularly responding to comments, and keeping your audience updated through SMS marketing are a few simple ways to lay the groundwork for forming a community for your brand. Some brands and influencers have even taken an extra step and formed Discord servers and Instagram groups where they can provide discussions, announcements, and other exclusive content.

Authenticity and messaging is everything

Zillennial women want to support brands that are willing to tell it like it is. Remember that this is the micro generation that entered their teen and young adult years during a time where being true to self and outspoken about your beliefs was heavily encouraged. They're conscious consumers and want to know if a brand they're purchasing from has ideals that they closely align with. Earnestly prioritizing social responsibility is one of the greatest ways to gain the trust of Zillennials. Lush Cosmetics is an examples of a company that's been steadfast in this by having a clear mission that involves ecofriendly practices. 

Lead with quality

With many single Zillennials living at home and married ones opting to be child free, these cuspers have more disposable income than you would think. They're very open to trying new brands, but you have to make the experience worth while. Be transparent on how your products are produced. What are the benefits and how does it compare to similar brands? Topicals does an excellent job of this with their ingredient breakdowns and before and after photos. This might seem like a lot, but the good news is that once these thought buyers become attached to a brand you have a loyal costumer in them.