Gen C decoded: Who they are & what drives them

Nowadays, you might have noticed that how people are connected to the digital world like always scrolling or streaming. Such traits define a new world of Gen C means connected generation.

The purpose of writing this blog is to make you aware of who Gen C are and what makes them unique compared to other generations. Also will discuss their impacts on the future and share tips for parents to raise their Gen C kids in a healthy environment. So continue reading!

What is Gen C?

“Gen C is short for Connected generation, in which people are categorized by their shared mindset or lifestyle, especially immersed in the digital world.”

You know this term was basically popularized in 2010 by the strategy consultants at Booz & Company (now part of PwCs Strategy&) in their report “The Rise of Generation C: Implications for the World of 2020.” In their report they said that Gen C are the people who are now re-shaping the business or consumer world with their digital behaviour.

Later on in 2012, a digital analyst named Brian Solis formally coined the term “Generation C as the Connected Customer.” By using this term he describes a group of consumers whose lives revolve around digital connectivity.

The core characteristics of Gen C   

• Digital fluency

Gen C people actually spend most of their time online and are fully familiar with apps & digital devices. So even a little disconnectivity makes them frustrated. That’s because they are used to instant messaging and real-time updates about the world. For instance such people mostly have the habit of checking social media notifications first thing in the morning. Or also they use multiple apps simultaneously to stay updated.

• Community-oriented

Moreover, Gen C people also value online forums or communities. For instance, they usually participate in Facebook groups or other communities like Reddit, Discord, etc. From there, they get advice on purchases, or discuss hobbies and interests.

• On-demand mindset

Also one of the prominent characteristics of all Gen C people is that they don’t have patience in their lives. That’s because using digital media they gain access to all information within seconds. So, they expect the quick results in almost every aspect of life. For instance, they stream their favorite movies instantly on Netflix instead of waiting for TV schedules. Also one of their digital habits is is that they reading news via apps instead of newspapers.

• Tech-savvy and data-driven

Furthermore, remaining socially active also influences their brand perception or purchasing decisions. For instance they prefer to read online reviews or social media insights before making any decision. Thus you’ll see them following a very new trend online or are more especially aware compared to others.

• Content creators and consumers

Last but not least, Gen C people not only just scroll or read the content online but they also create it.  For instance, Blogs, vlogs, social media posts and reviews are all part of their daily lives.

How is Generation C different from Generation Z?

Gen C: As mentioned earlier, it’s actually a psychographic group that you can define by digital behavior and mindset not by age.

Gen Z: On the other hand Gen Z are the 2nd youngest generation people who were usually born between 1990-2010. You know informally, you call them as Zoomers.

Social media and Gen C: what is the effect?

Positive Impacts

• Connectivity and community: Being digitally active, even if they remain apart from their family, friends, still always remain updated about them. For instance, via video calling or messaging apps, they share their moments and remain involved in each other’s lives.  Thus, it feels like they are close to them despite of distance. Also, there are many social media platforms that allow them to join communities based on their hobbies, or interests. Thus they allow them to collaborate with the like-minded people worldwide and can polish themselves.
• Access to information: Furthermore, Gen C people join many informative or news groups from which they get reports about what’s going around instantly. Thus they can also cross-check the facts or expand their knowledge without relying on the traditional news on TV.
• Creative expression: Furthermore, social media platforms like TikTok, Facebook and Instagram also allow them to showcase their talents before the world. Thus they always remain in search of ways to create content that attracts the attention of others. This creative freedom, over time, gives them the chance to even collaborate with the brands.

Negative Impacts

• Mental health risks: However, if anyone remains online for several hours, then it would negatively impact their brains. For instance, they may start comparing their lives with other people online, and they may also face cyberbullying issues. This may lead them to anxiety or depression. According to a survey report of the U.S Department of Health and Human Services almost 95% of teens use social media. The surprising thing is that 1/3rd+ of them says that they use social media constantly. This survey report also reveals that kids or teens who spend 3+ hours/day online face double mental health risks including anxiety or depression.
• Shortened attention spans: Furthermore, Gen C people mostly prefer to read short pieces of information. And usually feel bored on reading detailed work like books. However this reduced patience for deep focus can limit knowledge and may also hinder imagination and critical thinking.
• Overreliance on digital validation: Also, this high engagement with the digital world makes Gen C people would set a different measure to judge themselves. Like, based on how many likes, shares, or comments they receive on their digital content.

Thus, in this race they lost their own personality and just copy others to became an ideal online personality.

How Gen C is reshaping marketing and consumer behavior?

One of the major impacts of Gen C on todays society is that their habits or lifestyles are actually turning the market trend or consumer behaviors. For instance;

• Peer-driven purchasing: As mentioned earlier, before purchasing anything online or offline Gen C mostly go to social media platforms to get people’s reviews or experts’ recommendations. So, if they get positive reviews, only then they would purchase such things. Thus, this behaviour raises the importance of good reputation for brands. As positive reviews will boost their sales and soon.
• Demand for personalization: Also Gen C expects brands to offer them the products based on their personal design or needs. That’s why many brands or companies are focusing on this. For instance Spotify first analyzes what you like to listen to, then creates a personalized song playlist according to your taste.
• Content-first marketing: Moreover, Gen c react better towards the engaging ads as compared to the traditional ones. For instance, memes or storytelling type promotional ads would grab their attention more effectively.
• Faster market feedback: In addition, social media platforms like Twitter, Tiktok, etc allow people to share their feedback about the products or pricing. So, brands must quickly adapt their designs according to customers’ feedback for better results.
• Sustainability matters: Lastly, Gen C people mostly prefer the barnds that resonate with eco-friendly practices. Like use of shopping bags instaed of shoppers, etc.

How Gen C is shaping the future?

Gen C becasue of their mindset and lifestyle also play a role in shaping the future in many ways!

Key ways Gen C is shaping the future

• Redefining work and education: Unlike the previous generations, which had limited to no awareness about social media or technology. Gen C embraces all tools that help them in both educational and professional fields. For instance, they use many e-learning apps ike Coursera or Khan Academy to improve their knowledge. Also in the workplaces, they expect the different digital platforms such as Slack, Zoom, or Microsoft Teams to boost their collaboration and increased productivity. Also, instead of physical work, such tech-savvy people now prefer remote work at home.
• Driving innovation and technology adoption: As they always find shortcuts, this demand for quick response allow them to adaps all technology like AI.
• Promoting social change and awareness: Also, social media gives the Gen C a platform to raise their voices against any social issue. Thus they collectively can drive a trend and influence the policies globally.

Tips for parents: raising a healthy Gen C child

If you are a parent reading this blog, then we understand how challenging it would be to raise the Gen C kids. Although the technology has smoothed our lives, everything has a dark aspect too. Like overreliance on social media would affect kids’ personality or they also have to suffer from mental risks.

But dont worry with a proper guide, you can raise your gen c child in a healthy environment. Here are  some tips from child development specialists and psychologists that you must follow on!

• Set boundaries around screen time: The very first thing is that you must control the time your kids spend online. For this, you can set small rules in the home, like no one is allowed to use the mobile phones before sleeping or also at the dining table. Also, you can make use of the built-in parental control features available in smartphones to set time limitations.
• Encourage balanced digital and offline activities: As today’s kids prefer playing video games online for entertainment. But it would hinder their physical growth. So, encourage kids to develop other hobbies like sports, arts, reading books, etc.
• Model healthy digital behavior: Also, always keep one thing in mind that kids are copycats of their elders. So, you have to change your attitude first like being mindful of screen time, thus kids would automatically follows you.
• Teach critical thinking and digital literacy: Furthermore, you also have to guide kids that before following any online trend, they have to think deeply or consult an elder. Also, tell them not to believe in the news online, they always have to cross–check.

How to safeguard Gen C from online risks?   

However, for added protection against spreading online risks like cyberbullying, exposure to inappropriate content. I would recommend leveraging third-party parental control apps. But not all apps are 100% reliable. Happy to share with you FlashGet Kids is the most parents favorite app owing to its advanced monitoring features.

• Screen time management: Excessive screen time is the main cause of exposure to online risks. So, using FlashGet Kids you can set time limitations on the usage of specific social media apps to ensure a balanced atmosphere.
• App/website blocker: Also owing to this app, you can block the inappropriate apps or websites. Thus, ensuring that Gen C kids explore the internet safely.
• Social app detection: FlashGet Kids also enables you to set keywords related to explicit content in the social media apps. Thus, if kids try to use them, you’ll instantly get an alert. Thus, preventing kids from getting engaged in risky conversations.
• Notifications tracker: Moreover, it also allows you to sync the notifications from kids devices to your own. Thus you would see with whom your kids are interacting online.

Bottom line

In summary, the Gen C are the people who are characterized by their digital mindset, habits, and lifestyles. However, their habit of always being digitally connected with social media, may raise different problems for them, including cyberbullying risks. Thus, the role of parents, educators and overall society matters a lot in developing healthy habits and responsible online behaviour.

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