Characteristics of Generation C: How Generation Covid Differs From Gen Z

As if business owners didn’t have enough generations to decipher and market to, there’s another generation being added to the mix. Meet Generation C (Gen C)—also known as Generation Covid. Molded by the global upheaval of the pandemic, 84% of this cohort has faced pandemic-induced stress and yet are resilient with a capacity to adapt.

A recent report, What Makes Generation C(ovid) Tick: Characteristics That Drive Gen C Consumers, from Sago, a global market research firm, highlights Gen C’s “profound shift in consumer priorities.”

To learn more about Generation C, I talked to Lisa Morales Freed, Sago’s VP of research strategy.

Getting to know Generation C

Who is Gen C?

Rieva Lesonsky: You define Generation C as a subsegment of Gen Z. Is there a specific age breakdown?

Lisa Morales: When the study was conducted, we sought participants ages 14 to 21. We then compared 14 to 17-year-olds with 18 to 21-year-olds during the data analysis. This translates to birth years 2002 to 2009.

Gen C as consumers

Lesonsky: You say, “This generation, forged amidst lockdowns and social distancing, is poised to revolutionize consumer behavior, workplace dynamics, educational systems, and societal norms.” Let’s tackle consumer behaviors first. What makes Gen C a different type of consumer?

Morales: Gen C’s points of reference are different, especially among those whose parents were directly impacted by employment due to the pandemic. Gen C had a front-row view of risk, financial change, and supply pressures for basic goods. We anticipate these unusual conditions will have a long-term impact, but Gen C spending and savings postures must be observed longitudinally. We use the word “poised” in anticipation of the lasting effects.

Lesonsky: One stat that stood out to me was that 38% of Gen C teens aged 14 to 17 are actually savers instead of spenders. That sounds different from other generations of teens. Why are they saving? What are their motivators?

Morales: It can be assumed they [started] saving based on what they experienced through the pandemic and continued [due] to today’s economic pressures—the impact on employment, financial conditions, supply, and presumably the resulting inflation across markets.

Key characteristics of Gen C

Lesonsky: Does Gen C share any characteristic behaviors with their broader generation—Gen Z?

Morales: Yes! They share most characteristics, but Gen C is a super concentrated version of Gen Z. They’re like the proverbial diamonds formed under pandemic pressure. They are more impatient, anxious, and resilient than the broader generation.

Lesonsky: You note that Gen C has four key characteristics. Can you tell me a little more about these?

Morales: Yes:

1. They’re resilient. Gen Cers took each day at face value during the pandemic, focusing on the present instead of the past or future. They believe they had to demonstrate acceptance, adaptability, maturity, and emotional resilience. This is the type of resilience we see from people experiencing ongoing trauma, so it is not surprising. Yet, knowing that trauma typically leads to deeply entrenched attitudes and behaviors, it is a characteristic that will have a lasting impact.

2. They’re empathetic and just. Gen C critically observed people in leadership or decision-making positions and used these observations to decide who they would become. They do not want to be unjust leaders or participate in exploitative systems. Unlike older members of Gen Z, Gen Cers still believe they can influence unjust environments and systems rather than simply opting out of them.

3. They’re fiscally responsible. Having witnessed how Covid financially impacted their family, friends, and the world around them, Gen Cers place greater importance on saving than the rest of Gen Z. They are willing to spend—but only when they believe that spending aligns with their values and larger goals.

4. They’re genuine, unapologetic, and true-self-affirming. Seeking mental health support is a norm in this group, with little, if any, social stigma. An increased dialogue exists about setting and keeping boundaries, establishing work-life balance, and regulating emotions. In fact, Gen Cers see being true to themselves as a potential antidote to anxiety. Life is too short to hide who they really are.

Gen C in the business world

Lesonsky: You mention Gen C is revolutionizing workplace dynamics. How will they be different types of employees?

Morales: Gen Cs will have less patience for employers who seem out of touch with the world around them and employers who are slow to adapt or change. Gen C saw the world change overnight. They are prepared for any type of change to occur rapidly, and they, therefore, demand the same from others.

Lesonsky: The report says Gen C consists of digital natives who are not just consuming content, but they’re creators, critics, and curators of their digital ecosystems. Sounds to me like you’re saying they’re more entrepreneurial. Yes? If so, how can we encourage their entrepreneurial proclivities?

Morales: We are hesitant to believe that these gifts will be limited to entrepreneurialism and wonder how intent Gen C is to building or driving business and industry. If they find a way to combine altruism with profit, they may be stronger business leaders than we think. This would suggest that reshaping what it means to be an entrepreneur is in order.

Lesonsky: Do you believe Gen C will retain these differences as they age?

Morales: As lasting trends are most often the result of sudden and systemic upheaval in populations due to climatic events, technological distribution, disease/illness, or population redistribution, we do expect Gen C to remain a more concentrated version of the broader Gen Z generation due to the Covid-19 pandemic. We also expect to see these characteristics in their younger counterparts—the rising Gen Alpha.

Selling to Gen C

Lesonsky: How can small businesses best connect with Gen C as consumers?

Morales: The best advice for small businesses looking to attract this consumer base is to understand the characteristics that make up this unique generation subset and act in ways that appeal to those characteristics. For example, they value transparency and authenticity, so communications with them should be genuine and honest.