Generation C: The Future Generation

Andi Adiprasetyo

http://about.me/andiadiprasetyo

The avalanche of consumer generated 'content' that is building on the Web, adding tera-peta bytes of new text, images, audio and video on an ongoing basis. -Trendwatching, 2004

Gen C is a powerful new force in consumer culture. Sixty-five percent are under 35 but they span the generations, empowered by technology to search out authentic content that they consume across all platforms and all screens, whenever and wherever they want.

-Google’s Meet Gen C: The YouTube Generation, 2013

From those descriptions, we can deduce that Gen C are all connected to 2 things…

and

They are familiar with technology

They rely on mobile communications

They have the desire to remain in contact

They are content-centric

They seek control of their world and culture

Gen C will transform how we work and how we consume.

Connection Technology is seamlessly integrated throughout Gen C life. They live in

the present tense, connecting across all screens, all the time, everywhere.

Creativity Not only passively consuming contents, Gen C is on the race to get them

to create, to produce, and to participate with the help of advancing technology.

Control As one of human’s fundamental needs, Gen C have the desire to be in charge and control over what they own (the product and the brand).

Communication The development of its own pervasive culture of communication has led

some observers to dub this group “the silent generation,” as digital communication channels have replaced much of the physical interaction

typical of prior generations.

Celebrity The members of Gen C have the power to produce, display and then

distribute their own images, their creations, their content to millions and become a sensation.

Community Gen C feels an urgent need to engage with the world, satisfying that

hunger via community – both the real community of select friends and family and the virtual community of far-flung followers, fans and

acquaintances.

Generation X The generation born after the

Western post-World War II baby boom describing a generational change from the Baby Boomers

Generation X Generation Y the generation born after the

Western post-World War II baby boom describing a generational change from the Baby Boomers

The demographic cohort following Generation X. There are no precise dates when the generation starts

and ends. Commentators use beginning birth years from the early

1980s to the early 2000s

Generation X Generation Y

Generation Z

the generation born after the Western post-World War II baby boom describing a generational change from the Baby Boomers

the demographic cohort following Generation X. There are no precise dates when the generation starts

and ends. Commentators use beginning birth years from the early

1980s to the early 2000s

Generation Z is one name used for the cohort of people born after the

Millennial Generation. Some sources starting it at the late 1990s or from the mid 2000s to the present day

Generation X Generation Y

Generation Z

the generation born after the Western post-World War II baby boom describing a generational change from the Baby Boomers

the demographic cohort following Generation X. There are no precise dates when the generation starts

and ends. Commentators use beginning birth years from the early

1980s to the early 2000s

Generation Z is one name used for the cohort of people born after the

Millennial Generation. Some sources starting it at the late 1990s or from the mid 2000s to the present day.

While other generations, like generation X, Y, and Z are represented by their demographic , generation C is represented by their psychographic,

which means they are ageless

Generation C

Everybody can be a generation C member, whether you are born as a generation X, Y, or Z as long as they choose to be active ‘digital natives’

who love digital media.

Most people believed that generation Y/Z and generation C is the same.

However….

The differentiation between generation Y/Z and C is the need of sharing and having control.

Intel & Toshiba

The Beauty Inside Social-powered movie. Generation C involved in the creation process and

got a chance to starred on it.

Rob Thomas, Creator of Veronica Mars

The Veronica Mars Movie Project The fans backed the creator of

Veronica Mars to bring back the series into wide screen format.

AXE/Lynx

AXE Anarchy The Graphic Novel The first comic to be created in real time

with the content crowdsourced from Facebook, Twitter, and Youtube.

Hewlett Packard

Pictures Of You HP told the consumers that it’s all about ‘you’ and ‘you’ should be taking pictures, sharing them, forwarding

them, printing them and posting them on a HP website

Apple

Think Different Apple told their consumers that they have control to

change and influence their lives by creating personalized products such as iPhoto, iMovie, iPod, iTouch, iMac, etc.

START FROM THEM Try to understand the generation C. Don’t start with the question “what can they do with our brand?” but start

with “what can our brand do for them?”

LET THEM HAVE CONTROL Give generation C the freedom to do what they want.

After all you’re doing it for them.

SPARK THEIR CREATIVITY Generation C is creative at heart. Help them find their

inner Andy Warhol.

LET THEM SHARE Generation C will share things they made or find

interesting. Give them the hub as the place to curate.

Are you ready to tap into

To be continued in…

C

Stay tuned!

Do you have something in mind? Let’s discuss it in the comment!

Andi Adiprasetyo

Digital Planner/Enthusiast

[email protected]

@moonayyy Andi Adiprasetyo

Andi Adiprasetyo

Thanks!