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Editor at Large

Generation C: Know it, understand it, sell to it

- Last modified: March 6, 2014 at 2:53 PM

Meet Generation C – the generation that could hold the key to the success of your business.

This generation is loosely defined as those born after 1990 and having lived their adolescent years after 2000, according to an article in strategy+business.

The C stands for any number of words: "connected, communicating, concent-centric, computerized, community oriented, always clicking," the article says.

It's the "first generation that has never known any reality other than that defined and enabled by the Internet, mobile devices and social networking," the article continues, and by 2020, it will make up 50 percent of America's population.

That, of course, is a big chunk of consumers, and one that must be understood and targeted via marketing.

A business can take the Generation C concept a step further, and have it include those born before 1990. In other words, it can be someone of any age who has technology at the center of his or her life.

That's the concept in this article from D Magazine in Dallas.

"It might most simplistically be described as a group of people who have altered their lifestyle based upon the flexibility offered by mobile and fixed technology and its integration into every aspect of life," the article says. "For Gen C, technology transcends simple facilitation, and becomes a driver, predictor and influencer of behavior."

The article also calls Gen C the "most powerful and growing consumer demographic."

So, no matter how it is defined, Gen C appears to be like the baby boomer generation of the last half-century. It could very well drive the economy and many aspects of our lives for the next half-century.

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