The document discusses how to market to the "new consumer", referred to as Generation C. Generation C is always connected, communicative, content-centric, computerized, community-oriented, and always clicking. They thrive on community and want to engage with brands everywhere. They are energized by sharing content and want to become trusted advisors by providing valuable information to their specialized communities. Generation C craves authenticity from brands and seeks brands that provide meaningful content and opportunities to discover themselves and help others. The key to marketing to Generation C is to maximize reach by engaging loyal customers through a community of authentic content they will share.