#2 response to Jaffe Juice ‘talking about my generation’
October 14, 2008 by Jake Pearce
Hi there!
After a few technical challenges (getting used to my new website back end!!) here’s my posting which is our podcast response to Jaffe Juice #111 ‘talking about my generation’ http://www.acrossthesound.net/
Many thanks to my co-creators:
http://simonyoung.co.nz/generation-c-changes-the-world-part-3/ – Simon Young
http://www.bridgeellis.com/Pages/home.htm – Provider of Gen C datatrawl for deep web (99% of web unseen by Google)
Here’s a quick summary of what’s in this 12 minute podcast:
- Generations – It goes Boomers, Gen X and then gets as confusing as drunken bird song
- ‘GenY’ is after X and is also known as Millennials, Generation Next and Generation Why. What they are like depends on who you talk to but they are all the same demographic 1982-2002 roughly. (See References and links below)
- Gen Z http://en.wikipedia.org/wiki/Generation_C – is a demographic after GenY
- GenC – digital natives – is a psychograpic generation (like gen-i) and it is growing as people get into living digitally.
- There are lots of C’s describing what C ‘do’ being banded about – their motivation is CONTROL
- We want to clarify with Joseph Jaffe what the i in gen-i means – Joseph???
- Wikipedia has erroneously lumped GenC into GenZ – we’ll be tackling that soon!
- The implications of GenC are, in our view (Simon Young and myself) profound – it means in the future people will have a both psychographic generation and a demographic one – in other words, DUAL PASSPORTS
- So people will describe themselves as X/C or Boomer/C or C/C
- This psychographic generation (GenC) is more than being part of Apple tribe or VW tribe. It means people will be harder and harder to target as the fragmentation of media creates even more complexity around generations. And of course, this makes marketing much tougher
- The role of this blog is to debate the implications of GenC. In other words, find out who they are, what their needs are, relate to them and ultimately know how to converse with them. And, critically, from there, know the opportunities and threats for marketing that flow from that.
Our references for this podcast include…
Gen C versus Gen Y
- Peter Sheehan GenY – http://www.petersheahan.com.au/cpa/htm/htm_home.asp
- Howe and Strauss http://en.wikipedia.org/wiki/Bill_Strauss also known as ‘don’t label us’, Generation Y, Why, Generation Tech, Generation Next, Generation.com, Generation 2000, Echo Boom, Boomer Babies and Generation XX (p7 Howe and Strauss Millennials rising)
- Then comes in GenC first identified by trendwatching.com – a forward thinking outfit who identify trends http://trendwatching.com/trends/GENERATION_C.htm
- Eric Chester Generation Why http://generationwhy.com/
- Don Tapscott Gen N – Growing Up digital http://www.growingupdigital.com/
- Organisations showing interest in geny http://www.jakepearce.com/trendgate/
- Wikipedia : http://en.wikipedia.org/wiki/Generation_Z
- Wikepedia: http://en.wikipedia.org/wiki/Generation_Y
- Wikepedia: http://en.wikipedia.org/wiki/Generation_X
- Wikipedia: http://en.wikipedia.org/wiki/Baby_boomer
Gen C
- Simon Young http://simonyoung.co.nz/generation-c-changes-the-world-part-3/
- Jake Pearce GenC books http://www.jakepearce.com/gen-c-centre/key-books/
- Jake Pearce GenC articles http://www.jakepearce.com/gen-c-centre/key-articles/
- Jake Pearce bloggers with an interest in GenC http://www.jakepearce.com/gen-c-centre/key-blogs/
- GenC podcasts http://www.jakepearce.com/gen-c-centre/podcasts/
- GenC interest groups http://www.jakepearce.com/gen-c-centre/organisations-with-an-interest-in-gen-c/
Enjoy!
#1 Welcome to my dedicated Generation C blog
October 7, 2008 by Jake Pearce
Hi!
Please allow me to introduce myself. You can then assess whether this blog is for you! My name is Jake Pearce. Since I was a kid I’ve been obsessed by the future and figuring it out. It drove my mother nuts and I’ve been lucky enough to turn this obsession into a a career. I love it. I am a breakthrough strategist and people come to me for lateral marketing solutions, innovation and trend knowledge.
My full credentials are here (be careful what you read 
) – http://www.jakepearce.com/who/
I think we are on the edge of a revolution in how human society works in many ways – and a key one is how people are grouped in generations. Most people are clear about Boomers and Generation X. Beyond that – it starts getting fuzzy .
GenC (digital natives) is the first generation in history that is actively growing – and doesn’t rely on birth/having stuff in common but attitude. It is a psychographic not a demographic generation; it’s a choice. In the future people will have multiple generational identities – like immigrants in a new country.
In my opinion this will create a revolution in marketing because the notion of national and generational identity will have changed forever. This issue, it seems to me, is going largely unnoticed. Marketing works because we use age as a means to access common marketing needs and experience. Yet generation dual, triple and quadruple identity is about to happen – making targeting in marketing harder than ever. (And much more interesting).
The issue is as big as ‘new marketing’. We need to understand GenC better – this blog is an attempt to gather debate and opionion on this to help us all make sense of the world. GenC is an attitude and crosses over into existing demographic Generations. There is Boomer/C , Silent/C, X/C (me), Y/C , Z/C and C/C. We’ve got a lot of work to do. It’s going to be contentious, challenging and good fun. Let’s C.
Watch out for the next posting which will be a response to Jaffe Juice #111 ‘talking about my generation’ http://www.acrossthesound.net/