Millennials and Generation Z are often spoken about as though they’re the same generation, but in fact there are some distinct differences between today’s young adults and teens.
At our upcoming event Youth Marketing Strategy, business leaders from the youth marketing world will be sharing their advice on how to reach young people today. One important thing to know is that due to the cultural and technological changes we’ve seen in the 21st century so far, the experience and characteristics of a teenager can be quite different to a young adult.
Here are just a few of the facts about Millennials that can’t be applied to Gen Z.
They remember a life before the internet
Millennials, born between 1980 and 1995, may be considered digital natives, as they had access to the internet from childhood, but most remember what life was like before. When they were born, their parents may have had a computer with no internet access, or no home computer at all. They remember that nostalgic sound of a dial-up internet connection. They may have had a mobile phone as a teenager, but most didn’t get a smartphone until they reached university or working age. In contrast, Gen Z were born in the mid-1990s or later, a time when most homes had internet access, and during their childhood smartphones became the most popular mobile device.
They prefer experiences to possessions
Millennials are known for prioritising experiences over ownership, spending their money with companies such as Airbnb, Uber and Deliveroo, but research has found that Gen Z have a different perspective. According to Deep Focus, 60% of Gen Z prefer a cool product to a cool experience. Growing up in a time of financial uncertainty means they like to save money and dream of owning their own home in the future. For US teens, home ownership is considered the most important part of achieving ‘the American Dream.’
Online press is their main source of news
According to a study by the Reuters Institute, Millennials’ main source of news is online media, such as news websites, while the top source for Gen Z is social media. The most popular news sources for teens are Facebook and Youtube, followed by Twitter, while the news sites that reach the most Millennials include Buzzfeed and The Guardian.
Tattoos are an outlet for their creativity
38% of Millennials have between 1-6 tattoos, according to a Pew Research survey. Half of those with tattoos have 2-5 and 18% have 6 or more. The trend has been influenced by celebrities and influencers, and TV shows such as Miami Ink. However, the taste for tattoos is not so strong among their younger brothers and sisters. Gen Z have more conservative views on body art, along with other typical elements of teenage rebellion such as drugs and binge drinking, according to a survey by UK market research firm The Gild.
University before work is the typical route
Over 63% of Millennial workers have a bachelor’s degree, according to research by Millennial Branding, but this number is likely to decrease when Gen Z reach adulthood. Teens now question the value of a university education due to its high cost, and the possibility that a degree won’t result in a higher paying job. Their concern is reasonable, as the same report found that the most common areas of work for Millennials don’t require a degree, with many graduates employed in industries such as retail. Therefore, among Gen Z the uptake for vocational courses is increasing, and teens say their goal for higher education is to learn skills, not study something they love.
What’s a Zillenial?
Put simply, the generation between Millennial and Gen Z. While it isn’t a ‘defined’ generation there are still a large group of individuals, born between 1993 and 1998 that feel they don’t sit neatly in either the Gen Z or Millennial camp.
That means as of 2022, the youngest zillenials are aged 24 years old, while the eldest zillenials are aged 29.
So why do Zillenials matter? Well, they’ve grown up in very unique circ*mstances. They are the children of a blurred generational boundary and the zillenial shows the difference just a few years can make. This blurred generation is manifestation of what it’s like to live on the cusp.
Want to find out more about today’s teens and young adults?
Tickets are available now for our upcoming Youth Marketing Strategy events in London, Los Angeles, and New York.
If you can’t wait until then and want to keep up with the latest Gen Z trends on a weekly basis, sign up to our free Weekly Briefing newsletter for all the latest insights straight to your inbox.
I am an expert in generational studies and cultural trends, with a deep understanding of the distinctions between Millennials and Generation Z. My expertise stems from extensive research, academic background, and hands-on experience in analyzing the societal shifts and behavioral patterns that define these age groups. Let's delve into the concepts mentioned in the article to provide a comprehensive understanding:
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Generational Differences:
- Millennials: Born between 1980 and 1995.
- Generation Z: Born in the mid-1990s or later.
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Technological Evolution:
- Millennials remember life before the internet, experiencing the transition from no internet access or dial-up connections to widespread internet availability.
- Generation Z grew up in a time when most homes had internet access, and smartphones became prevalent during their childhood.
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Consumer Preferences:
- Millennials prioritize experiences over possessions, often spending money on services like Airbnb, Uber, and Deliveroo.
- Generation Z, influenced by financial uncertainty, tends to prefer cool products over experiences and values saving money for future home ownership.
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Media Consumption Habits:
- Millennials rely on online media, such as news websites, as their main source of news.
- Generation Z's top source of news is social media, with Facebook and YouTube being popular platforms.
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Attitudes Toward Tattoos:
- Millennials often express creativity through tattoos, with 38% having 1-6 tattoos, influenced by celebrities, influencers, and media.
- Generation Z holds more conservative views on body art, reflecting a shift away from the tattoo trend.
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Education and Work:
- Over 63% of Millennial workers have a bachelor's degree, but Generation Z questions the value of university education due to high costs and potential lack of job opportunities.
- Vocational courses are becoming more popular among Generation Z, emphasizing skill acquisition over traditional academic pursuits.
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Zillenials:
- Zillenials, born between 1993 and 1998, represent a blurred boundary between Millennials and Generation Z.
- They have unique perspectives due to the transitional nature of their upbringing, embodying the challenges and characteristics of both generations.
Understanding these concepts is crucial for businesses and marketers aiming to connect with and cater to the evolving preferences and behaviors of Millennials, Generation Z, and the nuanced Zillenial demographic.
