Gen C, a term describing active social media users, transcends age and encompasses Gen Y, Gen Z, and parts of Gen X. This generation thrives on connectedness, casual living, and co-creation, leveraging their social media influence to address social issues. To engage with Gen C, brands must understand their unique traits and needs, fostering a sense of community and creativity to win their loyalty.

1. Gen C
Gen C = Social Media Generation
Be A Plus | Copyright © February 2014
Their new Hierarchy of Needs
Their new Ritual
Their Power to move the world

2. The rising popularity of ‘social media’
Has seen the rising population of ‘social media generation’
“Gen C”
Who are they?
What are their needs?
Why they spend so much time on social media?
How to win their hearts?

3. Gen C
is not about age
Forget about
Baby Boomers : born roughly 1946 – 1964
Generation X : born early to mid 1960s to early 1980s
Generation Y “Millennial”: born 1980 to late 1990s
Generation Z : born early 2000s and on
Gen C is not about age
It is about how people who are active in social media live
All Gen Y and Gen Z are Gen C
As well as‘social-media user’Gen X
© Be A Plus

4. Gen C is
Social Urbanista
Urban lifestyle
Social-Media Citizen
(first thing when wake up | Last thing before sleep | Most of the time awake)
Multi-screen consumption
Smart phone is like 3rd hand
Driven by ‘Social Metrics’
View | follow | like | comment | share | retweet
© Be A Plus

5. Gen C is
The Most…
The Most Populated Generation
Gen X + Gen Y + Gen Z + the next Gen
(The Citizens of) The Most Populated Cities
Cities like Facebook, Instagram, Twitter, LINE, etc.
The Most Powerful ‘Social Mover’
Highest awareness on social issues & responsibilities
Highest capabilities in social networking
© Be A Plus

6. To win over
Gen C
It’s like Your Brand is…
winning the majority of consumers,
having‘brand ambassadors’with high convincing power
and having the team to move the world with you
© Be A Plus

7. Win Over Gen C
By understanding…
Their Traits
&
Their new Hierarchy of Needs

8. Gen C
Traits
1. Casual Life
No line between work & play
Work & Play on the same devices
Work & Play Wherever | Whenever | However
2. Connected
6. Creative
Being creative is
admiring & inspiring
and what they ‘Wannabe’
6Cs
of Gen C
Online Connection is like
breathing, you cannot live
without it
Always On, Always In
5. Captured by sec
3. Community
Shorter attention span
Shorter storytelling
Belongs to
multi-community
4. Celeb
Everyday activities become“great effects”
And can make someone famous
© Be A Plus
“In the future, everyone will be world-famous for 15 minutes”
Andy Warhol (1968)

9. Gen C
Needs
1. Casual Life
No line between work & play
Work & Play on the same devices
Work & Play Wherever | Whenever | However
2. Connected
6. Creative
Online Connection is like
breathing, you cannot live
without it
Always On, Always In
Being creative is
admiring & inspiring
and what they ‘Wannabe’
5. Captured by sec
3. Community
Shorter attention span
Shorter storytelling
Belongs to
multi-community
4. Celeb
Everyday activities become“great effects”
And can make someone famous
© Be A Plus
“In the future, everyone will be world-famous for 15 minutes”
Andy Warhol (1968)

10. The New Hierarchy of Needs
Desired Concept of Living
“Co-Creation”
Ritual
“Co-Create”
- Fulfilled to be/act creative
- Be a part of…
- Can be called as creative
6. Creative
Self-Fulfillment
4. Celeb
- Win over short attention span
- Be famous (even for awhile)
3. Community
From anybody to somebody in
the community
Catalyst: 5. Captured by sec
Esteem
Belonging
Security
Living
© Be A Plus
2. Connected
1. Casual Life
As long as you are
connected / living a casual
life, then you wanna be
somebody once in awhile

11. Gen C
Ritual
“Co-Create”
Is the Ritual to make Gen C become ‘SOMEBODY’
This is why Gen C are addicted to
Social
*Thai people spend averagely 8.7 hrs/day on social media

12. Because Social gives them…
1. Space to co-create
2. Freedom to co-create
Broader
Deeper
Closer
Connecting The Dots
3. Speed to co-create
Wherever
Whenever
Whatever
Whoever
However
Real-time
Fresh
Shared feeling
Trend
Movement
4. Level to co-create
View
Like
Follow
Comment
Share
Retweet
Post
© Be A Plus
5. Reward to co-create
View
Like
Follow
Comment
Share
Retweet

13. Gen C
Power
“Co-Creation” & “Social”
The new power to move the world
Something created
Power of Social
S
(X + C) = MORE
Co-Creation
© Be A Plus
-
-
-
-
-
-
Fresher
Newer
Better
Wider
Deeper
More real than ever

14. With their new ritual
“Co-Creation”
combined with the power of “Social”
Gen C is ready to move the world
Are you ready?