Preparing for Generation C | Roman Friedrich, Michael Peterson, and Alex K | Commentary | Business Spectator

Who is Colin? He is a member of a new generation that will be coming into its own over the next decade. Its members are typically realists and materialists. They are culturally liberal, though not necessarily politically progressive. They are upwardly mobile, yet they live with their parents longer than earlier generations ever did. Many of their social interactions take place on the Internet, where they feel free to express their opinions and attitudes. They’ve grown up under the influence of Harry Potter, Barack Obama, and iEverything — iPods, iTunes, iPhones. Technology is so intimately woven into their lives that the baby boom–era concept of “early adopters” is essentially meaningless.

We call them Generation C — connected, communicating, content-centric, computerised, community-oriented, always clicking. As a rule, they were born after 1990 and lived their adolescent years after 2000. In the developed world, Generation C encompasses everyone in this age group; in the BRIC countries (Brazil, Russia, India, and China), they are primarily urban and suburban. By 2020, they will make up 40 per cent of the population in the US, Europe, and the BRIC countries, and 10 per cent of the rest of the world — and by then, they will constitute the largest single cohort of consumers worldwide.

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