The year is 2016.
You're listening to Arctic Monkeys' AM album on repeat (and on vinyl, duh). Your cherry-red Doc Martens are laced tight on your feet. You’re editing photos you took of your best friend smoking a cigarette on your point-and-shoot camera before uploading them to Tumblr with seven filters stacked on top. Your Instagram has maybe 100 followers, and that's perfect. It’s only a place you post your work – you’re a 17-year-old aspiring photographer after all. You are peak indie, and you are free.
If this resonates with you, you, just like me, are a Zillennial.
The overlooked micro-generation born roughly between 1993 and 2001. You're caught between Millennial optimism and Gen Z's digital nihilism. And that liminal position is finally having its moment.
Why, you ask?
Because Gen Z is currently and has been obsessed with 2016 Tumblr aesthetics for a while. We saw this with the renaissance of the indie sleaze movement, but it didn’t die there like I thought it would. It evolved into soft grunge looks, making 2013-inspired playlists, and romanticising a time they didn’t ever really experience (not like we did anyway).
Which may seem strange. How are you nostalgic for something you weren’t even there for?
My guess, is that 2016 represents something they desperately crave: a world that didn't feel endlessly bleak, where internet culture felt creative rather than commodified, and "influencer" wasn't yet a career path.
But Zillennials, we lived this moment authentically. We’ve never merely "performed" 2016. We were 2016. We MADE 2016.
And as Gen Z commodifies our teenage years, Zillennial culture is finally getting mainstream recognition, which means it's time for marketers to pay attention to the 30-39 million consumers in the U.S. who identify as such.
So then, who are Zillennials?
Let me introduce you.
Zillennials are uniquely positioned as cultural translators. According to PYMNTS Intelligence research, 76% are budget-minded or wealth builders, shaped by early access to apps like Robinhood and Venmo. Yet 82% carry debt, and nearly half live pay cheque to pay cheque (guilty) despite their financial literacy.
Digital natives with analogue souls, the cohort spends 5 hours daily on smartphones while also remembering dial-up internet. They’re also highly social: 39% make purchases based on peer recommendations (vs. 30% general population), yet only 22% buy based on influencer recommendations, so they’re clearly sceptical of obvious marketing.
Price sensitivity is critical: 41% prioritise price over brand, the highest among all generations. They're values-driven too, with 68% preferring brands aligned with their values, particularly around sustainability and social responsibility. But they quickly spot performative activism.
How to market to them
1. Lean into nostalgic authenticity (but don’t commodify it).
Zillennials have finely tuned detectors for inauthenticity (I call it my bullshit radar, and it works very well.) The 2016 revival works when it feels organic. Collaborate with micro-influencers who actually lived the moment. Use desaturated photography that evokes film cameras. Feature the artists of the time in soundtracks (Regina Spektor, Arctic Monkeys, Crystal Castles, Two Door Cinema Club.)
But don't recklessly plaster "2016 vibes" across campaigns without understanding. This reads as costume, not culture. Knorr's #EffortisEverything campaign celebrated cooking fails instead of perfection. And this resonates with 87% of Zillennials who admit failures and 86% who believe effort matters as much as outcome. That’s how you do it. Tap into their worldview. It’s not just all eyeliner and moustaches.
2. Bridge the analogue-digital divide.
Offer physical products with digital integration, like limited-edition zines with QR codes to exclusive playlists. Create vintage-aesthetic campaigns (film grain, Polaroid borders) distributed through modern channels. Emphasise craftsmanship while ensuring seamless e-commerce. Trust me, we’ll eat that sh*t up.
3. Prioritise peer influence over celeb endorsements.
Work with relatable micro- and nano-influencers with niche communities. User-generated content outperforms polished ads. Remember: Zillennials trust friends over influencers.
4. Lead with values, not virtue signalling.
For the love of god, don't just slap a pride flag on your logo in June. Integrate diverse voices year-round. Back sustainability claims with supply chain transparency. Demonstrate values through action, not just messaging.
5. Make it affordable but worth it.
Offer transparent pricing, flexible payment options (Buy Now, Pay Later resonates, for obvious reasons), loyalty programs, and clear value propositions. Explain why premium prices are justified.
6. Embrace imperfection.
The shift from Millennial perfection (curated Instagram grids) to Zillennial messiness (BeReal, photo dumps) is significant. Show behind-the-scenes chaos, admit mistakes, engage conversationally. This generation values honesty over aspiration.
7. Build community, not just audience.
Remember Tumblr? It was about creation, curation, and connection. Create platforms for user-generated content. Build Discord servers. Host events fostering genuine connection. Give Zillennials spaces to collaborate, and they'll become loyal advocates.
The opportunity
If you're a Zillennial marketer, you're uniquely equipped to translate between generations. You understand Millennial ambition and Gen Z authenticity. You can speak to analogue nostalgia and digital innovation. You lived through 2016, so you know what made it special, and what was problematic.
You want to recognise Zillennials as distinct, not Millennials 2.0 or Gen Z's older siblings. We experienced a unique cultural moment: pre-algorithm internet, coming of age during multiple crises, and developing coping mechanisms that blend digital fluency with analogue yearning.
This Tumblr-esque Tumblr revival is a rejection of what internet culture has become, not mere nostalgia. It represents longing for creativity over commodification, authenticity over algorithms, and genuine connection over performative engagement.
These are fundamentally Zillennial values.
We're 30 million strong, and we're finally having our moment. It's time for marketing to catch up.
-Sophie Randell, Writer
Not going viral yet?
We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.