How To Market to the Next Crop of Digital Natives
Today’s culture has a number of ways of understanding generational divides. According to recent reporting, people who are currently under 35 fall into a special category known as Generation C, or the Connected Generation. This age group is unlike any other because the internet became a central source of communication and information as they were growing up, which means they have never lived in a pre-Internet world. Understanding this generation is key for marketers looking to make a splash with younger audiences today. When content does not land with this group, it fails miserably. What this generation craves is genuine community connection.
Generation C has taken part in the rise and saturation of social media. They tend to be ‘always online,’ even if they love to hate the social media platforms they rely on. Their digital lives can be creative if they choose to be active contributors to social channels. For those who prefer to ‘lurk,’ their experience is highly curated.
When it comes to reaching this generation with marketing, brands are up against some lofty challenges. Gen C-ers are more inclined to follow their feelings than anything else and reject salesy or gimmicky marketing. No Gen C-er wants to feel cajoled into buying something; instead, they want to feel like they’re a part of a movement or a community. Marketers should find direct ways to build online communities around their younger audience base to meet their desires and interact with them personally. Humor, bold content, and material that engages with current cultural phenomena are likely to land well with this group. Content marketers who can spin up clear guidance and educational material around a product or service have a unique opportunity to connect with Generation C, as this group is hungry for niche information and compelling expertise.
At ASTRALCOM, we are experts at connecting cultural trends with businesses’ everyday needs. Learn more about how we work with brands to build lasting affinity with their customers.
