Generation C
Generation C
Generation C (or Gen C) is a non-age-related generation, instead, this generation focuses all on attitude and lifestyle. The C can be referred to as Connection, Community, Customer, Creation, or Curation.
Data and age range
A new generation of people is entering the workplace, defined by their behavior and not their age. The Collins Dictionarygives definitions of Generation C as “ the people who create and publish material such as blogs, podcasts, videos, etc., on the internet.”[1]
The problem of generational classification has been appropriately described by Johana Blakley, a media-focused think tank at the University of Southern California. It is untrustworthy for media companies to assume that they are predictable if consumers fall into a specific demographic category. She cites examples of how people aggregate on the internet, where consumers do not aggregate based on their age, income, or gender. They congregate around objects based on their preferences[2]. In 2012, digital analyst Brian Solis defined it as the Connected Consumer, while Generation C was considered a synonym for a digital lifestyle; these people could be of any age. They were more than just Millennials. Solis defined "C" as "connectedness," in the sense that they are connected to everything they are interested in, not just the internet.[3]
In 2018, Brian Solis also defined Generation C by five behavioral patterns: create, connect, consume, communicate, and contribute[4]. Think with Google, a Google researching platform also addresses Generation C and brings characteristics of this subsegment based on four patterns of behavior – connection, community, creation, and curation[5]. The Integration and Automation service provider Infomentum defines the term Generation C by associated with Censuswide, surveyed 1002 UK desk-based office workers; The members of Generation C are 'digital natives,' always connected, communicating, computerized, community-oriented, and constantly clicking. They are realists and materialists in general, as well as culturally liberal, politically progressive, and upwardly mobile.[6]
In the workforce
Infomentum studies findings indicate that Generation C employees are invaluable; they are dynamic, lively, and self-motivated. They want the company they work for to succeed and will come up with ingenious solutions to overcome any obstacles.
The study discovered a clear link between the need to be constantly connected and online and the desire to do a successful job. More than half of those who describe themselves as "not needing to be connected to the internet all the time" and "not letting technology dictate their lives" say they are happiest at work when someone else directs what they do. Gen C is encouraged to enter a collaborative, flexible, and comforting work environment. They expect to respond in a way tailored to their specific requirements and on a device of their choosing. They were also proven to help value a boss who believes in them and the freedom to be creative significantly more than their non-Gen C counterparts. Effective teamwork is essential for Generation C, and this doesn't just involve working with coworkers; it could also literally turn to social networks and online communities. Instead of asking colleagues, Gen C's first port of call will be online, either through a quick internet search or by asking their own social media network. If that fails, they know how to conduct more complex searches on an internal server for the phrase that will solve their problem. To be successful with this approach, their network and IT must be able to respond quickly, and the content and information management system must be easily accessible online, ideally using semantics, with information stored in the appropriate places.
The same as Millennials, Gen C is deeply embedded in virtual and digital cultures. They have enthusiastically embraced workplace "connective" technologies, such as the growing number of digital tools that enable remote work and collaboration. The employer needs to keep adapting technologies and practices that support remote and virtual collaborative efforts to attract and keep Generation C, such as video conferencing.
Risky behaviors
Gen C people tend to value personal preference as the first factor. in looking for a job Instead of focusing on high-paying jobs. Part of this may be because the internet has given them a comprehensive view of the world. The company that will grow today is not a big company with the old-traditional corporate culture. But the new generation of startups that reduce the work process, live comfortably, no formal ceremony, working creatively.
That makes the current job competition more intense, the choice of work has been cut down to only interesting. So life has few options, it became the first starting point that caused Gen C people to be stressed.
Gen C people are ready to manage their determinations without forgetting physical and mental health and plans to support when having a physical illness. At least there must be time to exercise, have enough money to eat organic food, clean food, and buy any gadgets for a healthy lifestyle. In the end, they must have enough money to pay for health insurance and life insurance. In order to have good health as wish, Gen C people need high-paying jobs, have enough income, offer private time, have a good life management plan. With the expectation that Gen C will have to support these four aspects of life to balance with the pressure of people's well-being images on social media with the competition of people in society.
Family and social life
Generation C relies on technologies a lot. They use mobile phones to stay connected with others 24 hours a day. Some of the generation C may be living far from their hometown but long distances cannot keep them apart from their family and friends, their physical contacts may be minimal but their virtual contacts are thriving. Rather than traveling back to meet their family, they use technologies such as texting, video calling or facetiming to stay in touch when they cannot be close.
Moreover, the Generation C attend lectures, school activities, do research and tutoring with friends through these digital devices. These devices keep them occupied in public when they go out alone, instead of having interactions with the strangers around them, they stay connected with the people on social media. The Generation C are more likely to interact with new people and make friends online because they prefer to express their attitudes and opinions freely which social media allows them to do, meanwhile, doing that offline could be pressured. This generation is always up for challenges and changes, yet they live with their parents longer than any previous generations.
Use of information and communications technologies
As mentioned above, Generation C is digital natives and the use of technologies are drastically inclining. The internet allows the contents, topics, creations to be exchanged immediately, resulting in fresh and real-time new arguments and perspectives. The use of radio and television are declining, because the generation C are not interested in what is being shown or aired to them but rather searching for what they want to see instead because they have their own opinions and preferences which the internet could provide them with endlessly. However, with the faster traveling of the information and communication, newer contents are being released all the time causing the previous contents to become outdated faster.
This generation, they keep in touch with people around them and interact with strangers via text, voice, video, data, everything is pretty much virtual. Instead of paying with cash, online banking is the preferred option for the majority of the Generation C. This banking technology raises the rate of consumption among Generation C, regardless of the distance between them and the shop, they can still make purchases even with the bus tickets or vending machines.
In 2020, during the Covid-19 pandemic in which the schools and workplaces are closed, the use of technologies rocketed among Generation C. They not only use technology to research information or exchange contents but they also use virtual meetings to attend classes or gather for work and they are being assigned to do online work.
Despite the fact that technology allows them to access information globally, the generation C are satisfied with it only if it is fast enough and the information is easily searchable.
Statistics
According to the survey by Think with Google published in January 2014.
Top 5 countries that consist of Generation C, classified in criteria.
Criteria 1: Creation - largest number of contents being created
99% Poland
98% Finland
98% Indonesia
97% Hong Kong
97% Germany
Criteria 2: Curation - largest number of active curators
83% Brazil
81% Israel
81% Italy
78% Hong Kong
78% The United States
Criteria 3: Connection - largest number of online connectors
65% Korea
55% Japan
45% The United States
45% The United Kingdom
40% Australia
79% South Africa
78% Brazil
77% Mexico
77% Canada
76% Australia
The Generation C as a consumer
According to Think with Google article
90% of the Generation C create online content at least once a month
66% tends to give the brand they love a shoutout
56% are active consumers
Compared to the non-Gen C, their consuming behavior is different.
They are 3.6 times more likely to buy electronics devices
3.2 times more likely to attend live events
2.1 times more likely to buy fitness products
2.1 times more likely to travel for leisure
1.6 times more likely to buy clothes and shoes
1.3 times more likely to buy personal care products or cosmetics
Demographic
39% of the Generation C are aged 35 or over
According to the survey from Circles of Innovation published in October 2015.
Online Habits of the Generation C
59% of Generation C entertain themselves using the internet
66% prefer online videos over television
46% prefer YouTube as an alternative for television
83% have posted picture that they took before
42% post pictures weekly
65% have posted video that they created
25% post video weekly
55% interact with over 100 people online
15% interact with over 500 people online
References
- ↑ "Generation C definition and meaning | Collins English Dictionary". www.collinsdictionary.com. Retrieved 2021-10-28.
- ↑ Blakley, Johanna (1296660480), Social media and the end of gender, retrieved 2021-10-28 Check date values in:
|date=(help) - ↑ "Meet Generation C: The Connected Customer". Brian Solis. 2012-04-09. Retrieved 2021-10-28.
- ↑ "Defying Demographics: Generation-C, Today's Hyperconnected Consumer 'Generation'". Brian Solis. 2018-01-25. Retrieved 2021-10-28.
- ↑ "LAS VEGAS SANDS CORP., a Nevada corporation, Plaintiff, v. UKNOWN REGISTRANTS OF www.wn0000.com, www.wn1111.com, www.wn2222.com, www.wn3333.com, www.wn4444.com, www.wn5555.com, www.wn6666.com, www.wn7777.com, www.wn8888.com, www.wn9999.com, www.112211.com, www.4456888.com, www.4489888.com, www.001148.com, and www.2289888.com, Defendants". Gaming Law Review and Economics. 20 (10): 859–868. December 2016. doi:10.1089/glre.2016.201011. ISSN 1097-5349.
- ↑ "Generating Success with Generation C" (PDF). infomentum: 2–18. March 2014.
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