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/