Generation C refers to a new generation that is constantly connected through technology and consumes content across various platforms and devices. They can be difficult to reach through traditional media, but brands that take the time to understand them and properly engage with them on their terms will find a willing audience. The document discusses how Generation C is always connected through social networks and sharing content online. It also notes that having the internet anywhere allows people to be constantly informed, though there are risks of spreading misinformation. Brands like Starwood hotels are given as a good example of properly engaging this generation through using digital platforms like YouTube, apps and Instagram to promote their hotels.