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Introducing Generation C: The Connected Collective Consumer

From Nielsen’s Consumer 360 Indonesia conference presentation by Dan Pankraz, Planning Director/Youth Strategist, DDB Sydney

“I share, and therefore I am”

Just who, or what is Gen C? This question, posed by Mr. Dan Pankraz, Planning Director/Youth Strategist, DDB Sydney, speaking at Nielsen’s inaugural Consumer 360 Conference in Jakarta, Indonesia, drew curious looks and blank faces among participants. Mr. Pankraz highlighted the need for companies to understand and engage Generation C, a group he believes to be the most highly influential in the world due to their need to share their lives via social media platforms.

Unlike Gen Y or Gen Z, Gen C is not an age cohort. “Gen C are teens and 20-somethings that have been “hatched’ out of social media. What ‘C’ stands for has been widely debated. A few years ago it was about Generation ‘Content’ – now it’s about a multitude of things; constant connectivity, collaboration, change, co-creation, chameleons, cyborgs, curiosity. But most of all, Gen C is the ‘Connected Collective’ consumer,” Mr. Pankraz explained.

Gen C is not a target audience but a community of digital natives that will partner with brands. To successfully market to Gen C consumers, brands must create fresh, cultural capital for Gen C to talk about– a process which also gives them “status” within their cohorts or “tribes” and social networks.


From Nielsen’s Consumer 360 Indonesia conference presentation by Dan Pankraz, Planning Director/Youth Strategist, DDB Sydney“I share, and therefore I am”

Just who, or what is Gen C?  This question, posed by Mr. Dan Pankraz, Planning Director/Youth Strategist, DDB Sydney, speaking at Nielsen’s inaugural Consumer 360 Conference in Jakarta, Indonesia, drew curious looks and blank faces among participants. Mr. Pankraz highlighted the need for companies to understand and engage Generation C, a group he believes to be the most highly influential in the world due to their need to share their lives via social media platforms.

Unlike Gen Y or Gen Z, Gen C is not an age cohort.  “Gen C are teens and 20-somethings that have been “hatched’ out of social media. What ‘C’ stands for has been widely debated. A few years ago it was about Generation ‘Content’ – now it’s about a multitude of things; constant connectivity, collaboration, change, co-creation, chameleons, cyborgs, curiosity. But most of all, Gen C is the ‘Connected Collective’ consumer,” Mr. Pankraz explained.

Gen C is not a target audience but a community of digital natives that will partner with brands. To successfully market to Gen C consumers, brands must create fresh, cultural capital for Gen C to talk abouta process which also gives them “status” within their cohorts or “tribes” and social networks.

What makes Gen C “tick”: Leer más “Introducing Generation C: The Connected Collective Consumer”