As you know I really believe in the Generations and their relevance to how and what they purchase. When it comes to Real Estate this is particularly important because you need to identify which property would suit a certain type of person and then from there you need to work out the way that you can market to that audience the best way. And so far every aged generation has been different in general. Previously we have grouped generations by the dates they were born. Baby boomers born 1946 to 1964-ish, Gen X born around 1965 to 1975 and Gen Y born around 1977 to 2000. Why were these generations grouped by years. Generally its because they all shared the same social environment that were present at the time and therefore generally speaking have similar core values.
However now there is something else happening. And no its not a new generation of people born after the year 2000. These people will all be under 10 still and I hardly think they will be buying real estate. No. It’s a new generation named Generation C. And it is unique as this is the first generation ever that isn’t bound by demographics. It’s a psychographic generation—it’s the generation who communicate using digital technology, they like being ‘in’ digital environments and they are a growing group of people.
Generation C is the world’s first opt-in generation, with an attitude that people of any age can choose to adopt and become one of this generation. And it is clear to see how! Take for example second life, a very out of it reality internet virtual life game. The average age of people on Second Life is 35 years old. But listen to this – its the same age group that accounts for much of the activity on Facebook, and for Twitter the age group skews even higher. People are choosing to become part of Generation C, rather than merely being born into it.
What does the C stand for? Well it’s Control, Communication, Contact and all that goes with it. Generation C is the generation who are in control. Information drive this generation. And we thought generation Y wanted things now. Try this generation. We want it now, and if we don’t get it we will get it from someone or somewhere Else. Its simple really. And you as a real estate agent need to be aware of it. There’s no longer a single dominant culture shaping our thoughts. Commanding the digital environment empowers this generation to carve out their identity by taking that control and making it ‘their own’.
Marketing to generation C is the tricky part. This generation know what they weant and where to get it. This is the internet age and the internet has largely created this generation. The time has come to engage the audience and not just tell them.
1. Why should I care about Generation C?
If you in are business, you need to be on top of trends. Unlike any other generation in history – this generation is growing because it is a mindset across a wide age group rather than a tight demographic. This means that Gen C has very different demands of business, when compared to any other generation that has come before them.
2. Who are Generation C?
The Digital Natives. These are people with an active preference to communicate and express themselves through digital media – be it mobile phones, internet, cameras, e-mail and such like.
3. Isn’t that nearly anyone then?
No. There are two clear ‘types’ of Generation C. Firstly, those that are ‘born’ Gen C (21 years old and younger) and secondly, those who have adopted Gen C behaviours into their lives. Both ‘types’ of Gen C are united by a) their passion for and b) their involvement with the digital world.
4. What is this based on?
Three things:
1. We have the most comprehensive database on Gen C in the world and we are always adding to it. That means that we live Gen C every day.
2. There is some compelling data that backs up this view on Gen C. For example, the myth that social networking is a ‘young person’s thing’ is not backed up by the data. Roughly half of blogs are authored by people who are over 30 years old and the age profile on social networking sites is also ageing. This supports the view that Gen C is a choice rather than a birthright.
3. The role of the internet is changing fast. According to Nielsen buzz metrics in 2003, 46% of people were online predominantly to communicate (which by the way is very Gen Y). Whereas by 2007, 47% of people were using the internet mainly to interact in some way with content. In other words, people are shifting from seeing the net as a more functional tool for communication to an emotional channel for sharing views on as well as contributing to content.
5. What does the C stand for?
There’s a lot of speculation on this. The key ones are Community, Channel, Creativity, Co-Creativity, Content and Celebrity. While this is of interest, the challenge is that, these words describe what this generation like doing. The critical missing ingredient is that these words don’t explain why or what the underlying motivation of Gen C is. Once you know that, you can really start to consider how to plan for the Gen C factor!
6. What do we think the C stands for?
In a word – Control.Why – we believe that there is such an overwhelming choice of culture in the 21st century that Gen C wants it on their terms. So, rather than taking the culture that society gives them (eg TV, Rolling Stones, Star Wars) Gen C would rather make their own. This often comes in the form of communicating about and creating digital content. It’s theirs and they own it and they expect to have a say and be heard.
7. How will we really know what C stands for?
One way is that we are facilitating a world first with a volunteer organisation where Gen C is creating its own docu-film to demonstrate what Gen C really is. It’s mass scale research without the directive questioning. Further, we will then be using the science of semiotics to understand what’s being said. So, what’s semiotics? We think of it like this – psychology is about understanding your head and semiotics is about understanding how the stuff in your head (culture) got there in the first place. In other words, semiotics is the analysis of culture. And culture is a software program we all understand, which uses signs and conventions so we can get it. For example, we all have expectations of what a fashion show will look like or a magazine etc….
8. So what is going to be the impact of this Generation?
It’s going to be significant. For an immediate example of our view of how Gen C will impact one just one category – the future of music – listen to our podcast. In brief, the podcast shows a future for the music industry that you may not recognise and it’s not the only category like this! We anticipate that the future of music retailing will look like the cross between a library, hotel, university and high street recording studio. People will be able to get music education, customised collections, DJing and Violin playing in one place. If you think that sounds a bit crazy – remember that pre 1997 – having an email address wasn’t even mainstream beyond the workplace…never mind what you could or could not do with a very chunky mobile phone….
9. What does that mean for marketing and advertising?
The head of P&G said this is the end of ‘telling and selling’. The old way of marketing was basically: make a product, put a label on it, make sexy ads to promote it, then repeat The new way is more tricky. Gen C like interacting, they like talking, they like being heard and they are turning off the TV and radio globally and/or enjoying many media at the same time.Bottom line. They will want to feel genuinely consulted when products are developed and have the option to communicate with companies through open channels to air their ideas and also to contribute to ideas for doing ‘real things’.This means we will move from brand management to creating brand movements, in which rather than ‘controlling messaging, controlling the consumer’ customers are so much more involved. If you think the answer is just to do blogging and a website you are wrong.
Old way – New Way
Old wayWe come up with the product/service ideas then go and research them.
New wayWe have an ongoing conversation about products/services with people and co-create product/service ideas online before taking them to customers.
OR
Old way We control brand messaging and push ads at audiences to get them to purchase. We claim this is consumer focussed and that the consumer owns the brand – not us. We all know that this is a myth.
New way We walk the talk. There is a shift from communication by telling and selling to doing. Doing is about the brand being actively engaged with consumers and co-creating ideas for issues they care about. E.g. Tescos in the UK has 60% of all expectant mothers on its site where it’s created a community about how to have a good pregnancy.
10. What does that mean for my industry?
In a word, change. The more you understand the change, the better you will be able to see it as an opportunity versus a threat.
Your view of Gen C will affect how you approach your future. In order to make an informed decision and understand Generation C and its impact for you, please get in touch. We run special courses, talks, workshops & seminars tailored to your industry which will allow you to manage Gen C in your organisation and profit from its behaviour.
2 thoughts on “this generation will change everything”
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great stuff Deon. As a generation Xer in my early 40’s I don’t fit into the Gen C category by birth, but I have definitely adopted the ethos behind it whole heartedly. I am a digital native in that my formative years were spent playing spacies which led into early computers.
I remember learning “basic” on the first prototype PC that hit NZ called a zx81 which came with 1kb of memory (!) http://en.wikipedia.org/wiki/ZX81.
At 11 yrs of age, I was the first of my friends to own one and thought I was pretty cool to be able to get it to write programs that scrolled my name continuously across the screen.
It has been a marvel to watch how this organism we call the web began and has continued to evolve at lightening speed. Where will it all end? No idea.
But one thing I do know, we are already hugely reliant on the internet and computer technology. It will continue to merge with our reality and become even more a part of our hourly existence as we move forward.
For those who have still yet to turn on a screen or type a password on a computer keyboard, learn or die!
Hi David.
Fist of all – ur in your 40’s! hell! Na kidding.
Your so right though about the evolution of the web. It has been the the single most amazing creation in terms of communication on the planet. It open so many doors and there is no way that you can ignore the possibilities that it holds for us going forward. I was watching some program last night that was a futuristic type of movie. In the movie they had a devise that interfaced with there brain and it was a computer system in which they could download everything they ever needed from it directly into their head.
Imagine the possibility of this though. But in effect thats the digital age. we are in control of what we need and want to know. And no one can really stop us any more.