Skinny Jeans vs Middle Parts: The Researcher’s Dilemma
You’ve probably seen the memes: Millennials clinging to skinny jeans and side parts while Gen Z champions middle parts and baggy trousers. It’s a bit of fun, but behind the jokes lies a serious question for market researchers: when it comes to recruitment, can we treat these generations the same?
Millennials, typically born between 1981 and 1996, are now aged between their late twenties and early forties. Gen Z, defined by research agency McCrindle as those born from 1997 to 2012, includes teens, students and young professionals just entering the workforce. That’s a big age span. One group might be juggling a mortgage and nursery drop-offs, while the other is revising for exams or navigating graduate schemes. And yet, we often talk about them together as a single "younger generation".
So, can we really recruit Gen Z and Millennials in the same way? Or does successful fieldwork require a more nuanced approach?
What These Generations Have in Common
Despite their age differences, Gen Z and Millennials do share some important traits, which are useful to consider when recruiting them for research:
1. Values Matter
Both generations care deeply about the values of the brands they engage with. They expect companies to be ethical, inclusive and socially responsible. A study by Deloitte found that climate change, mental health and social justice are among their top concerns. When a research topic aligns with these values, it’s more likely to generate real engagement.
2. They’re Digitally Comfortable
While Millennials remember the rise of the internet, Gen Z was born into it. They might use different platforms, but both are extremely comfortable in digital spaces. This makes them ideal for online qual research, so long as the platforms and formats feel natural to them.
3. Community Connection
Whether it’s through social groups, shared causes or online communities, both generations seek connection. They want to belong, contribute and feel heard. Research formats that allow them to interact with others, share their views and see their feedback reflected in real outcomes can be particularly powerful.
How They Differ — And Why That Matters
While there are shared characteristics, there are also key differences between these two cohorts that impact how we should approach recruitment and research design.
1. Platform and Format Preferences
Millennials often still use Facebook and Instagram, and are generally comfortable with email or forum-style discussions. Gen Z are more likely to spend time on TikTok, Snapchat and BeReal, and are used to fast-paced, visual content. This means the format of your research should be flexible.
For example, both groups may engage in online communities, but Millennials might prefer written responses and topic-led threads, particularly on subjects like parenting or work-life balance. Gen Z may feel more comfortable contributing through video diaries, voice notes or memes. The format might be similar, but the execution needs to reflect how each group communicates best.
2. Stage of Life
A 35-year-old Millennial may be in a very different life stage to an 18-year-old Gen Z participant. That doesn’t mean one is more valuable than the other, but it does mean their time, priorities and attention spans are likely to differ. Recruitment messaging, incentives and scheduling should reflect this.
3. Motivations to Participate
Gen Z often seek platforms to express their identities, challenge the status quo and create change. According to Research Live, many feel a strong desire to take control in a world that can feel unpredictable. They are more likely to take part in research that offers a sense of purpose or personal relevance.
Millennials, particularly older ones, may be more motivated by practical benefits, career relevance or family-focused topics. Recognising these drivers can help you frame your project in a way that connects.
Angelfish’s Tips for Recruiting Gen Z and Millennials in Market Research
So, how can you make sure your recruitment strategy speaks to both generations?
1. Don’t Rely Solely on Age Brackets
Just knowing someone is 28 or 22 doesn’t tell you much. Consider their lifestyle, digital habits and values. Screening for behaviours and motivations can be more effective than using age alone.
2. Match the Format to the Participant
Use flexible platforms that support written, visual and audio input. Offer different ways to contribute. A Gen Z participant might be more likely to upload a video diary, while a Millennial may prefer responding to structured discussion threads.
3. Keep Outreach Platform-Specific
Millennials might respond well to email, LinkedIn or Facebook groups. Gen Z may need to be approached on Instagram, TikTok or even via student communities. Tailor your approach based on where they spend time online.
4. Be Clear on the Value of Taking Part
Both generations want their voices to count, but they need to see how participating in research will make a difference. Be upfront about how their input will be used, and where possible, share results or follow-up insights.
5. Offer Relevant Incentives
Think about what each generation would value. Career-focused rewards or flexible gift vouchers might appeal to Millennials, while Gen Z could be motivated by creative opportunities, social causes or unique brand experiences.
Final Thoughts: Similar, But Not the Same
While Gen Z and Millennials share digital fluency and a values-led mindset, they engage with the world—and with research—in different ways. If you treat them as a single, homogeneous group, you risk missing the nuances that make their insights so valuable.
By designing recruitment strategies that reflect their unique traits, motivations and preferences, you can ensure your research truly resonates. And when participants feel seen and heard, that’s when you get the most powerful insights of all.
At Angelfish Fieldwork, we specialise in recruiting high-quality participants across generations—so you get insights that reflect the real world, not just the brief. If you're looking to run research with Gen Z, Millennials, or both, we can help you get it right from the start. Let’s talk.
Real People. Real Opinions. Real Insight.
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