From the Silent Generation to Generation Alpha, one common way to categorize demographics is to break them down by birth year. This tactic assumes that grouped individuals will share similar traits. However, another approach classifies people by psychographic characteristics rather than just age. Sago, a leading market research company, recently completed a study of Generation C, a cohort defined by its native exposure to digital technologies essentially from birth, also known as connected consumers. While not tied to a specific age demographic, 65% of Gen C is under 35. This group also uniquely experienced the volatile impact of the COVID-19 pandemic at formative periods in their lives, giving a double meaning to the “C” in Gen C.
During a recent webinar, the Sago research team presented their findings on leveraging technology for brands to connect with this digitally-minded group of consumers. According to Diane Hessan, Sago board director and C Space chair, “We are embarking on a journey into the heart of a generation that has come of age in, of course, the most unique and bizarre ways, and it has affected their hopes, dreams, behaviors, preferences, lifestyle, and more.” Understanding these consumers’ mindsets can give brands a competitive advantage as they seek ways to create lasting relationships that yield reliable revenue.
Sago’s Research Reveals What Respondents Value Most
With Gen C’s unique reliance on technology, from virtual classrooms to online dating, they engage with consumer brands differently. Sago’s research explored what respondents value most, and 61% indicated that enjoying life is a strong personal value, with 29% citing the pandemic as a reason. While delighting in material things may be important, this group has yet to cast off altruistic efforts. Instead, the study revealed that issues like world peace, social justice, and environmental concerns are even more pronounced with Gen C than with Generation Z.
This mirrors a hybrid approach that permeates the demographic: a balance between materialism and altruism, in-person and digital interactions, or physical and online shopping. Rather than being an all-or-nothing group, this balance brings resilience to a conglomerate that’s learned how uncertain the world can be. That ambiguity has also led Gen C consumers to look to brands for authenticity. Lisa Morales Freed, vice president of research strategy at Sago, explained, “Younger people are wanting for these companies to peel back all of their layers and be as transparent as possible.”
Fostering a Sense of Community
Brands can jointly appeal to these consumers through higher-quality digital interactions that cultivate trust. Hessan said, “Gen C might value brands that foster a sense of community and belonging both online and offline.” While this digitally entrenched cohort expects omnichannel brand experiences that cater to more personalized experiences, Sago’s research shows that Gen C is also wary of the ethical implications of artificial intelligence, putting them on guard with brands that forgo genuine connection for more streamlined, automated interactions. Hessan further explained, “They might prefer AI as an initial touch point but might also want access to a human representative for more complex issues.”
Overall, brands prioritizing Generation C’s unique consumer preferences may be better poised for success moving forward. As reliance on technologies skyrockets and continues to change how consumers consider and purchase products and services, balance seems to be the focus for those targeting Gen C. While consumers expect brands to leverage digital strategies for engagement and expedited shopping experiences, they ultimately seek to develop relationships with brands that understand not only their shopping preferences, but also their personal ethos.
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