Marketers just love to use labels to define different market segments or generations: influencers, early adopters, tribes, Baby Boomers, Xers, Gen Y – you know what I mean. But one that has emerged as vital to online businesses is Gen C.
Gen C was originally a term coined by Nielsen and Booz Allen Consulting in 2010 to describe millennials. But it has now emerged as a not so much a demographic, but instead a psychographic that crosses most generations.
A snapshot of your average Gen C shows a group whose members
- do not just consume online content, but create and curate it
- are avid consumers
- are very vocal brand advocates, but equally vocal when dissatisfied
- almost always have the ability to go online – sometimes the FOMO (fear of missing out) drives them
They are people who leverage whatever technology they have (smart phones, tablets, laptops, etc) to engage with their online communities, often through social media, networks, forums. These Consumers thrive on a powerful bunch of Cs
Research commissioned by Google and conducted by IpsosMediaCT and TNS (Google undertook several qualitative research initiatives, including findings based on diary, mobile and digital-based methods, as well as in-home ethnographies conducted in 2011 and 2013.) revealed that Gen C was “up to 3.6x more likely to purchase”.
Perhaps this is because they are online so much and are quick to act on the recommendation of their cohort. But whatever the reasons, they could likely be your best customers, so…..
How are you connecting with Gen C? Are you creating the type of content that they will curate and share? Are you giving them service they will tell their communities about? Do you know where they hang out and are you connecting with them there?
When looking at your own target market, Gen C is a good example why you should be looking at their habits and not just their generation.