#30 Mini Series – How to influence Generation C “10″
May 30, 2010 by Jake Pearce
Hi there! Welcome back to the Gen C mini series on influence
In Mini Series “1″ we explored Malcolm Gladwell’s “Tipping Point” as a way to get a few influencing ‘the many’ with Mavens, Connectors and Sales people.
In Mini Series “2″ I identified that Connectors are only half of the picture when it comes to broadcasting a message – you also need Conductors,which I define in overview.
In Mini Series “3″ I broke down the four types of Conductors briefly to start to understand how they can influence people – naturally including Generation C
In Mini Series “4″ we investigated further the key differences between Connectors and Conductors and their relative regularity and visibility of influence
In Mini Series “5″ we reviewed the 4 types of Conductors (Information, Debate, Social and Club) and what kind of people they are how they influence their networks
In Mini Series “6″ we consider how Conductors and Connectors fit onto a map so we can effectively target particular groups
In Mini Series “7″ we had Christmas (!) and defined the map of human networks as looking like an airport with particular strong hubs of influence that are irregularly placed. Further we noted that the 80/20 rule applies when finding those influencer hubs.
In Mini Series “8″ we confirmed that the good ole airport map is the ‘right’ map for human networks – so it’s about unevenly powerful hubs that we need to find in order influence Generation. Once again the 80/20 rule applies when looking at relative importance of hubs. We also busted 6 degrees of separation as a global myth to help understand how message flow in human networks.
In Mini Series “9″ we looked at the number of links required between social groups to make information travel fast.
This week (video of 3 mins 55 seconds) we are looking at how to use these links to speed the passage of information and what that means for us a marketeers.
How do you think we should engage different social hubs to drive the speed of information movement?
I look forward to your answers
Jake
#19 Sarah Newton on the differences between Generation Y and Generation C
August 12, 2009 by Jake Pearce
Sarah Newton, Generation Y expert and writer of GenYGuide comments on the differences between Generation Y and Generation C.
In summary Sarah covers:
- A clear rebuttal of the ’selfish’ label for Generation Y
- An exploration of how Generation Y is a product of its upbringing – e.g. embracing a more balanced life where work is less important
- Generation Y are not ‘all into digital’ media
My thoughts are:
- I have a different view on the social implications of Generation C
- Essentially Generation C have become the ‘leaders’ of Generation Y in terms of an online opinion and have a significant social and marketing impact on our world.
- Technology is a key factor in Generation C’s profile and leadership is a defining characteristic, hence Generation C is the 10% who leave a comment etc
Thanks again to Sarah Newton for taking the time to do this video for us – we really welcome the conversation.
So – what do you think are the key differences between Generation Y and Generation C?
#17 Generational motivations – Baby Boomers and Generation X, Y and C
July 25, 2009 by Jake Pearce
Today we are talking about the motivations of generations and talking about why it’s important to look at what motivates a generation (as human beings) rather than what their behaviour is (as human doings).
This video is 3 minutes 46 seconds long and covers the following:
- A quick definition of Generation C
- Why we need to understand the motivations of different Generations – Baby Boomers, Generation X, Y and C in order to be target generations effectively
- A summary of the motivations of Baby Boomers, Generation X, Y and C
What do you think are the motivations of these generations and does it matter?
#15 Quick definitions – Generation Y, X, Z, Boomers & Generation C
July 13, 2009 by Jake Pearce
This video is 4minutes 30 seconds long.
There is a lot of confusion over the the differences between all the different generations and how Generation C fits with them.
To start defining them, I look at the demographic/age based generations briefly, Boomers, Generation X, Generation Y and Generation Z. Unlike Generation C, which is a psychographic generation that is ageless, the following generations are typically defined in generational studies based on common experiences in their late teens/early twenties.
A quick and useful start to check what generation someone belongs to, is to ask them what their formative music format was 
- Boomers – Vinyl was their format 33’s and 45’s
- Gen X – Tapes were dominant format
- Gen Y – CD’s for older Gen Y
- Gen Y – mp3’s/itunes for younger Gen Y
- Gen Z – Work In Progress as they are ‘generationally’ born from 2001 onwards and haven’t hit late teens yet!
- Gen C – like digital online formats and enjoy sharing and comparing for example to Last FM
Generation C is the global, ageless Digital Generation – no accident then that they love Twitter
In short, Generation C is more important than any other generation because it’s not defined by a narrow demographic – do you agree or disagree?
#14 Generation Y versus Generation C – what’s the difference?
July 6, 2009 by Jake Pearce
This week I’m looking at the difference between Generation C and Generation Y, with some big implications for marketing and society at large.
The video is 5 mins 53 seconds long and covers the following:
- A recap of a definition of Generation C itself
- Defining Generation Y commenting on two authorities: Peter Sheahan and Howe & Strauss
- Looking at why these two authorities have radically different views on the characteristics of Generation Y
- Explaining how Generation Y relates to Generation C
- The implications for marketing and society in general.
So – what do you think – is Generation Y selfish or selfless?
I look forward to your comments.
#13 What does the “C” stand for in Generation C
June 26, 2009 by Jake Pearce
It’s time to clear up the confusion about what the “C” in Generation C stands for:
Some very learned people from Digital Hive, Saatchi and Saatchi and more have come up with their thoughts on defining the “C”.
This video is 3 mins 30 secs long and deals with:
- Various views on what the “C” stands for
- The impact of defining a generation based on what they do rather than what motivates them
- What I believe the “C” stands for and why
What do you think the “C” stands for?
#12 Generation C – who are they and why are they so important?
June 22, 2009 by Jake Pearce
Check out this video and find out more on these 3 reasons why Generation C is so important:
1. They are a psychographic not a demographic generation – this is the first time a generation isn’t bounded by just age
2. It’s a growing generation as people are both born and adopted Generation C – both born and adopted Generation C love communicating digitally
3. They are digital influencers and it’s vital marketeers understand them – in Malcolm Gladwell terms – they are the generation that will make change happen
What are you doing to understand Generation C and how it will affect your organisation?
#7 Generation C steals share from other Generations – but they still talk more than they type…
April 6, 2009 by Jake Pearce
Generation C is a growth Generation stealing share from Generation X, Y, Z and Boomers.
Why?
Well that’s because more and more people use a range of digital media and become ‘adopted GenC’. The Pew research shows that effectively a wide range of demographic generations are ‘converting’ and debunks the myths that Generation C is all about the ‘young’. For example….
• Gen X – are most likely to bank, shop on line
• Boomers are most likely to book travel on line
• Silent Generation (64-72 years old) are up there with Gen Y on e-mail
• The biggest increase in internet use since 2005 is in the 70-75 age group
Check out Pew Research on generations online – it’s great info.
In effect – Generation C started out being those who were really into matters digital and were young but that’s rapidly changing. For example Mitch Olson co-founder of
Small Worlds – told us the average age of those in Second Life is 35. The net result is that those who were the digital influencers are becoming cross generational influencers – and ironically influencers used to be hard to find and now are often openly accessible on digital mediums like twitter.
So what are the implications? Well I feel one will come – a digital backlash because of the demographic blurring inherent in Generation C. One key point that seems to be forgotten is that 80% of all ‘Word-of-Mouth’ comes from the gob not the keyboard.
In short the importance of ‘matters digital’ for marketing people is growing but right now may be overhyped. Generation C talk more than they type and that’s a fact that has been lost on many people.
Watch this space for video footage exploring this fascinating ‘non-demographic’ generation.
#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/