IRL: Engaging Generation Zennial

Recent research from BCG shows that while Gen Z grew up immersed in digital content, they’re now looking for real, authentic connections to brands. Recently, we’ve been working to target Zennials, the consumers that were born around 1993-1998 that represent the overlap between the Millennial and Generation Z generations.

At Aha, we know that the best way to reach this micro-generation isn’t always through big events or street team sampling, but through the trusted voices of professionals they already admire. We’ve found that Zennials are particularly drawn to personal, face-to-face interactions that build trust and deliver genuine value. That means professionals like personal trainers, educators, and other respected experts are the perfect people to share samples and branded materials (like special offers) in a way that feels natural and sincere—and results in authentic brand interactions.

The Trusted Professional Difference:

When a respected professional talks about a product, it isn’t just another sales pitch. It’s a personal recommendation. These one-on-one interactions allow consumers to ask questions, gain insights, and truly understand how a product fits into their lives. The result is more than just an introduction to a new product—it’s an experience that feels both personal and informative.

Because our approach is centered around creating meaningful experiences, placing trusted professionals at the heart of these interactions helps brands share valuable information in a way that feels real. Whether it’s a sample shared during a routine consultation or an interactive activity booklet shared at drop-off and pick-up, every interaction is designed to build lasting trust.

Here are some of the key characteristics to keep in mind when targeting Zennials: 

An Affinity for Both Digital + Physical - As a generation, Zennials are in the unique position of experiencing both pre and post-smartphone worlds. This gives them an appreciation for the nostalgia of analog experiences while being digitally savvy. They appreciate the convenience of digital solutions but still value meaningful in-person experiences and tangible products.

Decisions Driven By Value and Authenticity - Having entered adulthood during economic uncertainty has made Zennials pragmatic when it comes to spending. This leads to a focus on quality, durability, and meaningful purchases. In addition, their strong value for genuine brands, messaging, and experiences means marketing needs to be transparent and purpose-driven. 

The Use of Meta- The cross-platform social media usage of Zennials includes Facebook as well as newer platforms, making them accessible across a broader range of channels than generations on either side. With Meta increasingly growing into a ‘one stop shop’, there are many efficiencies in targeting this generation through and across these platforms. 

In a world where digital feels like the be-all and end-all of brand marketing, it's the real, hand-to-hand interactions that make all the difference. Zennials crave the authenticity and personal engagement that only trusted professionals can provide. If your brand is ready for a sampling program that ensures every consumer interaction is intentional, informative, and above all, genuine, we’re here to help!