New technologies and social media provide us with the means to better fulfill us and make us better as individuals and consumers.
Today, thanks to new technologies, we can exercise an undeniable power over brands and organizations.
The tremendous power of influence, which we could not even suspect was possible a few years ago, now extends to many aspects of our existence.
This is the great power of influence of ¨prosumers¨; connected consumers of what we call now the new Generation C.
The Power of Social Media Influence
Of course, not every generation reacts the same way when interacting with brands and organizations. However, the act of consumption online seems to occur among individuals of all ages.
Each generation, from seniors and baby boomers to Gen Yers, benefits in their own way, according to their needs and interests, as connected and informed consumers (or “Gen C”). This is where all generations meet, and become ¨prosumers.¨
These are the nine spheres of influence of Generation C in social networks.
1 – Generation C includes all generations of consumers connected
Contrary to popular belief, Generation C is not limited to new generations (Y and Z), but encompasses all generations of connected consumers.
This notion was introduced more than 10 years ago by the international magazine Trendwatching which conducted a study on the behavior of new consumers connected to the Internet and social media; from baby boomers to Generation Z.
Today, it is no longer a question of age, but connections.
2 – Generation C changes the economic rules and changing the world of business
Both at the individual level and the community level, consumer reviews can greatly influence the online reputation of a brand or organization.
Consumers now reject many forms of intrusive advertising, which forces companies to adopt new ways of sharing information.
The sharing economy, mobile payments, and virtual currency earn followers, while local marketing and outreach extend into local businesses as well. Social media and content have become crucial elements of branding.
Online reputation has become key to any business’s existence and growth. Now that anyone can publicly share their experience with a brand, developing effective digital business cards is important for controlling online sentiment.
3 – Generation C requires adapting to new paradigms of work
Both in terms of technological innovation as well as productivity in the workplace, companies, and organizations must now meet the new expectations of the new generations.
Organizations are forced to adopt BYOD and teleworking, and HR must adopt its role and recruitment methods. Ambassadors in business arise, and customers now become of much higher priority.
4 – Generation C influences policy and requires more social governance
Since the popular Occupy Wall Street movement, the Arab Spring strikes, and student movements, social and political crises have happened worldwide and forced governments and organizations to adopt new forms of governance that are more social, fair, and transparent.
Worldwide, corruption and dictatorship are exposed and come to light more vividly than ever before.
5 – Generation C adopts new lifestyles geared towards cooperation and environmental sustainability
With access to better information through social media, consumers can carry out concrete actions for a healthier and more sustainable environment.
The ¨prosumer¨ is contributing more and more towards a sharing economy and raising awareness about the planet’s and humanity’s problems.
Electric cars are gaining popularity, and recent revelations have shaken the pharmaceutical and food industries.
6 – Generation C brings new ways to learn and process information
With the use of virtual encyclopedias and search engines, there are new ways to process information and learn. In recent years, the world of education has major transformed.
Education and vocational training have undergone a profound change, and recruiting organizations are greatly influenced by this, too.
There is a new science in the digital age, and it deserves to be taught in the early years of education, as well as mathematics, biology, and languages.
7 – Generation C encourages innovation and the development of science
The wide dissemination and exchange of scientific information via the Internet and social media encourage brands to develop new more advanced technologies to serve consumers.
Things like mobile technologies, augmented reality, and artificial intelligence offer new opportunities for companies and organizations to meet the expectations of connected consumers.
8 – Generation C changes the relational frameworks to ¨gamify¨ its existence
The use of the Internet and social media by new consumers profoundly modifies personal relationships, love, and even family. At the same time, it promotes the emergence of new forms of leisure and entertainment.
The market for games and online entertainment is proving to be one of the most lucrative, and the average user spends several more hours per week on these activities. Gamification also is present in business and often replaces tutorials in vocational training.
9 – Generation C consumes culture in digital ways
Cultural industries have also undergone a major revolution where connected consumers adopt the culture through the Internet and social media. All industries must adapt to this new form of consumer culture and the arts, from music to movies to books and visual arts.
The rise of Generation C – connected consumers of all ages – has transformed many aspects of society through the use of new technologies and social media. This has changed economic models, business practices, governance, lifestyle habits, education, scientific advancement, personal relationships, and cultural consumption. The influence of the prosumer now extends into most areas of modern life.
