Many of our marketing efforts have been tailored and dedicated to Millennials’ unique tastes and interests. However, we can no longer lump our customers into one group and call them the M-word. This group is becoming too narrow as more consumers are becoming digitally savvy. There’s a key group that’s being overlooked and they’re called Generation C.
So Who is Generation C?
Generation C is otherwise known as the YouTube Generation and are defined as the “Connected Consumer.” Anyone who integrates technology into their daily lives, regardless of age is considered to be part of Generation C. This generation can include anyone from Generation Z (born between 1996-2010) to Baby Boomers (born between 1946-1964). All other generations in-between can also be considered part of Generation C, which includes Generation X (1965-1979) and Millennials (1980-1995). What sets Generation C apart is their connectivity and mindset of creation, curation, connection and community.
- 67% upload photos to social networks
- 85% rely on peer approvals before buying
- 40% watch hardly any TV
- 91% sleep next to their phone
Source: Marketing Tech
As you can see Generation C lives on digital media and they are connected every minute on multiple platforms. They are interacting on social media sites, streaming video and actively engaged in online communities. Generation C is important because they are the ones that decide what’s coming next and what their peers are buying.
Getting on Their Level
So how do you reach a generation that rejects conventional marketing and traditional media? You get creative!
Have an Opinion: If your marketing efforts feel fake it will only turn Generation C off. Share and create content that’s meaningful and stands for something they can get behind.
Create Transparency: You can gain a lot of trust with Generation C by allowing them to get involved with the process. Share and comment on their online reviews even if they’re negative. Showing your willing to acknowledge and fix the problem will give you credibility.
Always Offer Value: Generate and share content that connects your customers with the brands you carry. Post about what makes your products special or offer advice or insights on how to best use them.
Embrace the fact that we can no longer easily segment groups based on age and step into modern marketing. Consumer data is everywhere and you can use it to your advantage. Find out who your students are and what they believe in. Understand their values and motivations to connect with them on a deeper level.