Discussions on reaching Millennials and Gen Z have become commonplace in the finance world, but a micro-demographic group including individuals from both groups is establishing itself as a unique market for credit unions to reach: The Zillennial.
Whereas Millennials consist of those born roughly between 1981-1996, and Gen Z consists of those born between 1997-2012, Zillennials are those born between the early 1990s and the early 2000s. Sociologists estimate this micro-demographic makes up 30 million people in the US. So how can credit unions reach this demographic, and how does marketing toward Zillennials differ from marketing solely toward Millennials or Gen Z?
Here’s a closer look at strategies for capturing the attention and loyalty of this dynamic group.
1. Addressing savings and security concerns
Zillennials have grown up during turbulent economic times, witnessing both the Great Recessions in 2008 and the COVID-19 pandemic. As a result, they are particularly focused on financial stability and preparedness. Credit unions can appeal to this savings mindset by: