Tapping the Generation C Market






Just when you thought you’d heard the last of quirky names
for demographic groups — like Generation X, Generation i,
and Echo Boomers — along comes Generation C.

But Generation C is a little different. It has nothing to do
with when you were born. Instead, it’s defined by an
activity: the people of Generation C are content
generators.

At least that’s the take of Trendwatching.com, a monthly
publication that scans the globe for the latest and hottest
trends. It coined the phrase Generation C in early 2004 and
has been following the phenomenon ever since.

The people of Gen C are consumers who produce and share
content. They mix their own music, edit their own videos,
post their photography to the Internet, or publish a blog or
a book.

They are a big group, and one that’s constantly growing.
More than 53 million adults in the US have created online
content, according to a recent report from the Pew Internet
and American Life Project.

Although Trendwatching.com doesn’t specifically say so, it
appears the difference between Gen C and information
producers like you and me is the profit motive.

My view is that Gen C is more interested in expressing
themselves, getting their 15 minutes of fame, or sharing
with friends or family than really making a buck. They post
poetry to their web site for the fun of it, or put together
a slideshow of photos to email to family members.

So what does the Gen C trend mean for information producers?
Smart companies are already tapping into this huge market.
Fido offers mobile phones that can capture video. Apple
includes free audio and video editing software on all their
new computers.

What can you do to cater to, or capitalize on, Generation
C?

Anthologies

With their Chicken Soup for the Soul book series, Mark
Victor Hansen and Jack Canfield have brilliantly (although
perhaps unwittingly) tapped Generation C. Their books are
written entirely by contributors, who get to share their
story and experience the satisfaction that comes from being
internationally published. Can you solicit content from avid
Gen C’ers to compile into a book or other product?

Subscription-Based Web Sites

The Internet is the easiest and cheapest publishing medium
around. Think about ways you can help others publish their
content online. For example, TrekShare.com lets travelers
post their stories and photos, create maps and use a message
board to keep those back home apprised of their trip
progress. Of course, you have to be a paying member to use
their services.

How-to Guides

As people jump into activities they may not have a lot of
experience with — such as photography, music composition,
video editing or blogging — they’ll need help. Can you
provide direction by way of how-to guides for novices? Can
you review and track the latest consumer gadgets as they’re
released to the market, and help people pick and choose
what’s right for them?

Use your creativity (Gen C always does) to think of other
ways to reach this dynamic market.

Resources:
For a free copy of the report from the Pew Internet and
American Life Project go to http://www.pewinternet.org/reports/toc.asp?Report=113

For more information on Generation C and other trends that
Trendwatching.com has identified — such as Feeder
Businesses, Massclusivity, and Daily Lubricants — visit
www.trendwatching.com.

© 2004 Juiced Consulting—Turn your expertise into money-making information products like books, audio tapes and teleclasses! Juiced Consulting shows you how. For a free e-zine and other resources, visit www.juicedconsulting.com