POSTED BY: | March 8, 2017

While Millennials make up the largest segment of our US population and even a significant portion of my own group of employees, it’s time to take notice of real opportunity for economic prosperity—Generation C. Around 2012, digital expert Brian Solis defined Generation C as the “Connected Consumer.” “Defined by how people embrace technology, from social networks to smartphones to intelligent appliances, that contributes to the digital lifestyle that is now synonymous with Gen C.” He pointed out that anyone who integrates technology into their daily lifestyle, regardless of age, belongs to this segment.

Here’s the critical fact, however: Gen C is not an age-defined segment; it’s a mindset. From 15 to 85, individuals are full-fledged members. What sets Gen C apart from all others is their level of connectivity. Members are actively engaged in global online communities. Gen C seeks a lifestyle of interaction and collaboration—eagerly seeking and providing input with an ever-expanding network of global friends. They move effortlessly from laptop to tablet to smartphone, connecting on multiple platforms simultaneously. Rather than relying on traditional news sources, they get their desired information from personalized social media feeds and trusted advisors on Facebook, Twitter, LinkedIn and other networks that aggregate preferences from both friends and followers. Everything is customized, personalized and optimized. Accessing Gen C depends on one’s ability to gain entry within their informational lifestyle … by understanding how they want to learn. Traditional media is out!

Gen C trusts, above all, the content shared by their personal networks. For businesses, the highest stamp of approval is a word-of-mouth recommendation within one’s network of trusted advisors or a thumbs up from a trusted influencer. Reaching Gen C means having a keen understanding of click-worthy shareable, entertaining, useful and highly visual content. In an era of information-rich media, hijacking attention spans is the challenge. Above all, connecting with Gen C rests on a deep investment in social media, understanding how and when Gen C gauges and engages the world, both close to home and across the globe. The Millennial era of domination is ending. Live Long and Prosper.

This article was originally published in the March 2017 issue of the Hendricks County Business Leaders publication.