Generation C: The Connected Ones

There has been an emerging class of people over the last 5 years. They come from different generations including Millennials, iGen, Baby Boomers, Yuppies, and maybe even a few Silents. This new generation breaks free from the stereotypical age-constrained limit and fuels a market so connected to it, it’s a hard thing not to write about. Are you a part of Generation C? If so, then you may not need to read this post.

The Land of Connected Things

Whether or not you leverage technology to buy products, connect with your friends, or consume media, it’s here! And it connects us. It connects us to each other as well as entities we wouldn’t normally be connected to. Think superstore execs, or the pizza shop around the corner. There’s a way to interact with these entities that allow us to become intimate with them.

connected things

You can create direct links with a number of different businesses (and people). The Generation C environment is a content-centric computerized connected community. Simply put, we live in the age of connected things.

Generation C behavior

Ubiquity is at the center of Generation C behavior. With the advent of smartphones, we take the world with us wherever we go. We are connected all the time. The considered norm is to always be available. This behavior is known as Always On the Grid.

Digital Information Assimilation is here. Generation C loyalists consume a boat-ton of information. And some of it (okay, okay, a lot of it) is not necessarily accurate. With social media feeds being the “go-to news” outlets, we are seeing an increase in unsubstantiated information.

Which leads into the next behavior of Social Animals 2.0. We hang out online, we are more concerned with our Twitter feeds and hashtags then we are with our real friends. Facebook, Instagram, LinkedIn, Twitter, Snapchat, Pinterest, Tumblr, and new ones like Ello and Imzy (Imzy is super cool, btw!!) are keeping us more and more connected. We can find communities that we belong to and feel appreciated in.

social animals
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iEverywhere is the interconnected world. Now, Apple obviously has a claim to the “iWhatevs” but Generation C is living in a fully interconnected world. A world where personal data including identity, shopping preferences, interests and more all reside in the cloud. Services too! Big data, services, social networks—the “i” is here forever.

Millennials and Generation C

As stated before, Generation C can be any age group. It can mean your father or mother, your child at at 12, your friends from the Womens’ Council. But Millennials are setting the tone. They shape the consumer experience. According to BazaarVoice, it’s estimated that the group will have more spending power than any other generation this upcoming year. They’ll use that power to change the way retailers are thinking about shopping experiences.

Millennials paved the way for OmniChannels. Having a seamless experience across devices and platforms is critical for brands to compete in the Generation C landscape. We want personalized experiences. Being able to take a picture of a pair of pants in a store and then buying it online when we get home is an option we want. We also want to start the buying process on our laptops, but end up paying for it with our smartphones.

Most Millennials are Generation C, but not all Generation C are Millennials.

Mobile: The Medium of Generation C

Smartphones are the devices of Generation C. We use them to do just about everything in our lives. From social networking to sending emails to saving documents to buying products, can you imagine your life without one? Probably not, which is kinda sad, but I get it!

Commerce on smartphones has increased dramatically in the last 5 years. It’s expected to continue rising. I hear all the time “think mobile first” and “mobile-ready” — these terms just emphasize the true nature of Generation C’s connection to mobile. There’s an opportunity for brands to increase their standing by making their mobile experiences shine. Gen C people will bounce from a site that has a bad mobile experience. They’ll even bounce from a site that has a mediocre mobile experience. Brands should be putting time, money, and thought into the mobile side of their business.

The Gen C Direction

Generation C are just as prevalent as Millennials and other living generations, maybe even more so. More and more we are living our lives out through technology. Our circles are our social networks. Our experiences are mobile. We will just continue to see technology consume more of our lives and our interactions. Wait for it, if you’re not fully connected yet….you will be!

Special thanks to…

I’d like to thank Strategy& and PwC for their incredibly insightful PDF on The Rise of Generation C, which I referred to for Gen C behaviors. And BazaarVoice for their insight into retailer trends.

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