Being able to identify different generations in the workplace is exceptionally convenient. Knowing their characteristics, habits, and demographics makes it easier to hire them as employees and sell them products as consumers.
But if you are only paying attention to Baby boomers and Millennials, you’re missing out on the biggest group of all – Generation C.
Knowing what makes Generation C different will make sure you can appeal to the traits that define them.
1. Introducing Generation C
Generation C is a uniquely defined generation that gathers all those who are “connected consumers”. This label makes it seems that Generation C falls into the same definition as Millennials. But ‘Gen C’ is not bound by age.
They are a psychographic group (instead of a demographic group) bound by values, interests, personality traits, attitudes, and lifestyles – not when they were born.
Members of Generation C are “digital natives” who have integrated technology into every aspect of their daily routine. They turn to the internet instinctively and extensively to do any number of things.
2. Age doesn’t matter to Generation C
Generation C isn’t about an age bracket, it’s about a mindset. You can be 12 years old, or 105, and still be part of this group. It is not defined by age, wealth, geography, nor ethnicity. It is defined solely by connectivity.
Its members are not just consuming content – they are creating it. They are not only online – they are actively engaged with online communities. And though these traits may apply to Millennials, Generation C embodies them.
They are fully immersed in content creation, social networks, online videos, product review sites, and smart technology.
3. They interact with the world digitally
Generation C lives in a digital world and gives little to no attention to traditional media like tv, radio, and print. They move from smartphone to laptop to tablet seamlessly and are often found using multiple devices at once.
Generation C stays up to date on current events through videos, apps, and social media sites. They buy groceries and pay bills online. Their decision making is often based on review sites and online opinion. They never truly disconnect.
4. They are growing
In 2012, when digital analyst Brian Solis defined Generation C, they were still a small group, despite not being bound by an age demographic. The group consisted of early adopters back then.
However, with recent developments in mobile technology and high-speed internet access, this group is getting exponentially. You can find people from every generation in Generation C.
5. Attract their attention
Above all else, Generation C trusts content shared within their own personal networks. They trust a post that Bob shared about XYZ company more than they trust the actual post from XYZ company.
Shared content is the holy grail for reaching Generation C. If you are trying to attract their attention, you should be where they are – online. As a company, you need to be heavily investing in your company’s online presence.
Start by leveraging your employees who love the work you do. Allow them to share positive, relevant messages on their private social media accounts and your corporate ones. Make sure all your open positions are posted in online job boards, as well as your own website.
Create value in the content you create – you want it to be something that people want to click on and share. Make sure it provides help and assistance instead of just asking for business.
6. Stay up to date and meet their demands
Attracting and keeping Generation C is not only about having a carefully curated online message, but also about the technology your company uses.
If you are rolling out a new training program, make sure to incorporate mobile and digital options. Make sure that any online tools and technology you use actually work. You don’t need to be cutting edge, but no one wants to be working in MS-DOS.
Generation C understands that with technology they have more control than ever. And with this control comes expectations.
With their connected lifestyle, they are looking for personalised service, individual attention, instant gratification. It is the end of business as usual for them, and the start of more connected business practises. Generation C wants an experience.
But with this sense of entitlement comes a passion for what they love. If they love your company or the experience they have had, they will let everyone know. When you engage with them in the right way, Generation C will become your biggest supporters and best customers.
Are you ready?
In reality, Generation C is everywhere. The push for connectivity has cut across all traditional demographics. Age is becoming an arbitrary factor in defining a specific group of people.
Make sure that you are factoring this information into your business, recruitment and hiring discussions. Open yourself up to reaching more people by leveraging this knowledge.
Understand that Generation C is not an age group – it’s a way of life.