A Wider Generation in Focus – Meet Gen C

Gen C is a generation undefined by their age, location or typical demographics.  

Understanding audiences of today requires more than the broad filters and generalized pigeonholes we normally restrict them to – context and clarity are needed to truly understand what makes minds and hearts tick.  

Last year, FleishmanHillard’s Youth & Culture specialism produced the ‘Gen C – A New Virtual Sanity’ research report, exploring the new cultural phenomenon of “Gen C” and researching the passions, communities and culture that connected them through the wider context of the COVID-19 pandemic.  

“The lines between consumption and culture continue to blur as our ways of life become hybrid. From digital to physical, remote to office, how we see and approach the world is being reimagined at its core.

The past year has accelerated the growth at which we’re seeing Gen C play out and affect us as a society – from the important issues we protest on the streets, to the products we’re putting our money and word of mouth behind.

As a team we strive to always understand and stay informed on what truly matters to audiences. Keeping our eyes and ears to the ground and surveying the cultural landscape, the more we listen the more we know how we can help and push consumer culture forward.” 

Lauren Winter, Head of Brand and Consumer Marketing, EMEA

A year on, the Y&C team have continued their dialogue with both audiences and brandsexploring and re-examining what makes Gen C tick. 

While they continued to re-learn, they also adapted to continued changes – how is Gen C’s culture of connection evolving through lockdown and where do they stand now looking forward? 

Read the full ‘Meet Gen C’ article, authored by our very own Gen C Elliot Rylance, on The Drum website.


Check out our ‘Cultural Rate of Covid’ culture trends report



Check out our ‘Gen C – A New Virtual Sanity’ report


Get in touch with the Youth & Culture team here.

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