Gen C

What Is Gen C?

Generation C is a cohort of “connected consumers.” More specifically, they’re digital natives who use the internet and technology in virtually all aspects of their lives.

Who Is Included in Generation C?

This is a psychographic group as opposed to a demographic group, so there is no Gen C age range. While other cohorts (e.g., Baby Boomers, Generation X, Millennials, Generation Z) are defined by age brackets, Gen C is defined by its members’ digital-first lifestyle and mindset. So whether someone is 10 or 82 years old, they can still be a part of Gen C.

In 2012, world-renowned digital analyst Brian Solis coined the term “Generation C: The Connected Customer.” In recent years, this group has also been dubbed Generation COVID since children and young adults growing up during the pandemic had to rely on technology even more than previous generations. Remote learning, telehealth visits, and socializing with friends online became “the new normal” in efforts to prevent the virus from spreading.

Common Traits in Gen C

Those in Gen C are deeply integrated into the digital world. Here are some key characteristics of this group:

Connectivity

While Millennials and Gen Zers are considered digital natives, those in Gen C extensively use technology in their daily lives. For instance, connected consumers may use a smartwatch to track their daily steps, an app to order groceries, and a smart mattress to track sleep patterns, such as their body movement, heart rate, breathing rate, and sleep quality.

Content Creation and Consumption

Compared to demographic groups that consume digital media to some degree, those in Gen C consume content but also actively create their own digital content. For example, they may produce YouTube vlogs documenting their vacations, create new TikTok dance challenges in hopes of going viral, or make Instagram accounts to share their political views.

Communication

Older generations may prefer traditional means of communication, such as phone calls or face-to-face meetings. On the other hand, Gen C prioritizes digital communication methods, such as texting, social media messaging, and video calls.

Community

Gen C values digital interactions as much as, if not more than, physical ones. They can join countless digital forums and groups on platforms like Facebook, Discord, and Reddit to connect with people all over the world over their common interests.

Customization

Those in Gen C value convenience, which often goes hand in hand with customization. They prefer personalized experiences and products, using technology to tailor content, services, and goods based on their personal preferences. For example, they may rate each Netflix show they watch in order to help the algorithm suggest relevant shows for them to check out next.

Tips for Working with Employees from Generation C

To effectively recruit and retain Gen C employees, consider the following strategies:

Leverage Digital Communication

According to a CareerArc survey, 65% of active job seekers have discovered work opportunities on social media. So in addition to posting open positions on your career site, broadcast them on platforms like LinkedIn, Facebook, Instagram, and X (formerly known as Twitter) to better connect with job seekers.

Offer Remote or Hybrid Work

Gen C members prefer to do virtually everything online; their work is no exception. Providing a flexible workplace that allows people to choose when and where they’ll work best can do wonders for their work-life balance and, in turn, employee satisfaction and retention.

Encourage Collaboration

When employees work remotely, it’s key to use the right collaboration tools to prevent things from falling through the cracks. For example, instead of emailing documents back and forth, Google Docs allows authorized users to work efficiently within the same document.

Prioritize Mental Health

While being able to work anytime from anywhere can be convenient, it can also lead to burnout. Encourage employees to log off after work hours and empower them to protect their mental health by offering resources, such as online meditation sessions or counseling.

Provide Mobile-Friendly HR Experiences

Accommodate Gen C employees by allowing them to self-serve regarding HR-related offerings. They’ll appreciate the convenience of requesting time off, selecting their benefits, and reviewing their pay stub right on their cell phone.