Raymond Morin
January 27, 2015

10 Ways That Generation C Impact Us

Generation C: At the Center of Social Transformations

At the dawn of 2015, a trend already stands out in social media for the coming months. The new generation of connected consumers, which we now call Generation C, is definitely registering as a hub in the transition from the industrial era to the digital age.

Already in recent years, thanks to the impact of peer-to-peer recommendations, and viral videos and media, the prosumers of Generation C exert a substantial and growing power of influence with companies and organizations.

In 2015, Generation Connected continues to make its mark in social media, and its influence will only increase in businesses and organizations. Consequently, businesses need to be focused on the consumer experience and service management. Going forward, customer relations will be integrated into marketing strategies. Further, working environments and organizations will adapt to the new paradigms, habits and needs of the new millennium generations. Mastering digital technology will become a prerequisite for job candidates and staff, and a major challenge for organizations.

The Ten Impacts of Generation C

In recent years, the growing influence of connected consumers has not only been felt in the workplace and in the economy, but also in many other spheres of business activities: from education to health, to the environment, family, leisure, culture, politics and the media. These are what I call theTen Impacts of Generation C“.

1 – Generation C affects all of society

In general, the connected consumers of Generation C influence each demographic, including seniors and the baby boomers, as well as generations X, Y and Z. Each generation does not react the same way to new technologies, nor do they have the same needs or the same habits of life and consumption. However, with the increasing adoption of mobile technologies in 2015, the gap in digital learning between generations will decrease significantly.

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2 – The Connected Consumer alters the Rules of Marketing

By focusing increasingly on a shared or collaborative economy (barters, exchanges, loans and rentals), connected consumers profoundly alter the rules of trade and marketing. Rejecting all forms of intrusive advertising, they require brands to adopt new ways of relating to customers. Mobile payment and virtual currency will continue to make further inroads in 2015, and local marketing and outreach will become ever more pervasive and important among traders.

3 – Generation C accelerates Social Change in organizations

Both in terms of technological innovation and productivity in the workplace, companies and organizations are forced to restructure their processes and to adapt to the new paradigms of digital generations (BYOD, teleworking, flexible hours). In 2015, HR departments must adapt their recruitment methods and focus more on staff retention and their best ambassadors. The employability of new generations will prove a major challenge for organizations.

4 – Connected Consumers adopt the Sharing Economy

The increased accessibility and ease of sharing information via social media encourages consumers to adopt new connected lifestyles, with more focus on collaboration and cooperation. The prosumer is better informed and is more likely to share services and promote the popularity of products that reflect their values. We are heading towards a more sustainable economic system. In the coming years, we will start to talk about a non-market economy.

5 – Generation C continues to call for Political and Social Change

From popular movements like Occupy Wall Street, the Arab Spring and student strikes, popular pressure from the new generations on governments and organizations has not ceased. All over the world, corruption and dictatorship are on the defensive and forced to govern more transparently, fairly, and equitably. In 2015, new movements are arising through and harnessing the power of social media, just as demonstrated with ¨Je suis Charlie¨.


6 – Connected Consumers become more aware of the environment

Consequently, their new habits are more focused on sharing and exchange. Therefore, we will see Generation C become even more involved in ecological and environmental social movements. New connected consumers, being better informed, are already influencing the agenda of polluting industries that are threatening the environment, ecology and biosphere. We see this with the controversies involving shale gas and oil sands, for instance. Similarly, food and pharmaceutical companies also continue to get scolded by the public via social media.

7 – Generation C encourages the emergence of new technologies

Consumer habits of Generation C also promote the growth of new technologies. The Internet of Things, 3D printing, simulated reality and advanced portable technologies are all trends that will bring major changes. Electric cars and solar energy systems are experiencing a lot of popularity among consumers. Alone, the market for data analysis via the Internet of the Things will represent a market of several billion dollars over the next few years.

8 – The Connected Consumer’s demand for Health Care Reforms

The market for new advanced technologies represents many opportunities for companies. However, connected consumers who adopt technology increasingly require the companies they patronize to improve their living conditions, especially when it comes to health. Advanced portable technology and 3D printing have practical applications that will bring significant changes in the health system. The medical sector will experience significant changes in the coming years thanks to new technologies.

9 – Digital Generations shall inform and learn differently

With the use of virtual encyclopedias and search engines, Generation C has introduced new ways to process highed-mooc_475x300_0information and learn. After distance education and MOOCs (Massive Open Online Courses), vocational training and digital learning will prove major challenges for organizations. In the coming years, new generations will become more involved in the social transformation of educational institutions, and will begin to demand practical solutions that best meet their needs and their natural curiosity.

10 – Generation C consumes Culture in kilobits / second

In the digital age, all cultural industries are confronting the new paradigms of Generation C. From music to movies, through literature and the visual arts, the culture of consumption is now done in kilobits/second, via the web and social media. Artists must now integrate new distribution channels into their creative approach in order to reach their customers. Several artists and groups, including music (Radiohead, Arcade Fire, Arctic Monkeys) have integrated these new methods. In other areas, such as film, artists have opted for online public financing campaigns online.


Image attribution: Copyright: ‘http://www.123rf.com/profile_madpixblue‘ / 123RF Stock Photo




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Raymond Morin

SMO Senior Consultant, Author/Blogger and Speaker at Virage 2.0
Strategic analyst / consultant for over 20 years, specializing in optimizing Web marketing / social media for businesses and organizations, Raymond Morin is also the author of three reference guides (in French), and co-author of three other books about digital marketing, public relations and human resources management. A recognized professional blogger, in both languages, he regularly presents and facilitates conferences for organizations, as well as in-house training workshops. In English, he contributes monthly to various platforms of professional bloggers and social media influencers. His next book, Generation C - Confluence Marketing at the Era of Connected Consumers, will be published next fall on Friesen Press Publishing.