In 2012, during his time as partner and principal analyst at Altimeter, Brian Solis coined Generation-C (Gen-C), a psychographic profile of ‘connected’ customers who align by digital behaviors vs. age groups. His books, research, and keynote presentations helped leaders understand how to reimagine brand, marketing, customer experiences, employee experiences, and product innovation around this incredibly influential generation.

His work was recently revisited in the article, “Gen C: Understanding the Connected Generation and Their Digital Impact.” Generation-C is more important today than ever.

In today’s hyper-connected world, the term “Gen C” has surfaced with more complexity than traditional generational labels. It doesn’t neatly align with birth years like Millennials or Gen Z. Instead, it captures a mindset—of people constantly plugged into digital life, shaping culture through connection and content. Unpacking Gen C isn’t just about demographics; it’s about behaviors, influences, and expectations driven by near-constant connectivity.

What Defines Gen C? A Psychographic Profile, Not an Age Bracket

Traditional generational segments—Baby Boomers, Gen X, Millennials—rely on birth year ranges. Gen C breaks that mold. Coined by digital analysts such as Brian Solis and embraced by marketing thinkers like Forbes and Nielsen, Gen C refers to a psychographic group defined by lifestyle and attitude. It’s not about age, but being always-on, digitally savvy, and behavior-driven .

This means someone in their teens and someone in their thirties may both be Gen C if they share this digital-first outlook. That mindset includes a reliance on social media, multitasking among devices, and a proclivity for real-time content creation and consumption .

Overview

Gen C represents not an age group, but a digitally native mindset—fluid, influential, and always connected. Their behavior rewrites expectations: they value authenticity, prioritize seamless experiences, and transform passive consumption into active participation. Brands, institutions, and media must pivot from demographic assumptions and embrace this connected generation’s demand for personalization, community, and immediacy.

Facing them with outdated digital strategies is a misstep. Instead, organizations can engage by listening, co-creating, and delivering value that feels personal and trusted. That’s where true influence lies.

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FAQs

What exactly is Gen C?

Gen C stands for the “connected generation”—a mindset-defined group of individuals who are always online, digitally savvy, and driven by behavior rather than birth cohorts. It’s characterized by constant connectivity and content creation.

How does Gen C differ from Millennials or Gen Z?

Unlike Millennials or Gen Z, Gen C isn’t tied to specific birth years. It spans across traditional generations, focusing on digital habits and attitudes—how people connect, create, and consume content.

Why should marketers focus on Gen C?

Gen C holds disproportionate influence in digital spheres—watching videos, engaging on social platforms, and shaping trends. Understanding this group helps marketers craft more authentic, personalized, and community-driven strategies.

What do Gen C consumers expect from brands?

They look for mobile-first, convenient interactions, transparency, and personalization. Brands that facilitate community involvement and build trust resonate more effectively.

Can Gen C be found in different age groups?

Absolutely. Anyone exhibiting an always-connected mindset—creating content, curating their digital presence, engaging socially—could be considered part of Gen C, regardless of age.

How can wider society adapt to Gen C’s influence?

By recognizing their power as connectors and content creators. Institutions should prioritize digital-first strategies, social collaboration, and voice that aligns with authenticity and experience.