MBA 1B – Group 1

DIGITAL FLUENCY

Marine CAILLETMarine BOURGES

DefinitionThe Generation C is the generation of people born between 1987 and 1996.

They are interested in:

- Connection: they need internet and use all devices

- Community: they are connected to social networks and share their likes, wants and personal lives

- Creation: they want to decide of their lives and create a new way of life, create buzzes

- Curation: they want to know how people think, to find answers to their questions, solutions to their problems

Concepts we agree

• Need of internetInternet has taken an important place in our lives. It is a source of information and communication that we now need in the everyday life.

• Help people to find a job A lots of industries use internet to share a job, so people can put their application to get it. They can contact their recruiters more easily when you want to get a job in foreign countries.

• Need of contact (phone, messages)Through phone, internet and social networks, we have created a strong communicating

system. Nowadays, for both of us, it will be really hard to do not keep an immediate contact with friends and relatives.

• Create their own community by choosing their friends The important thing is that you can manage your contacts. By adding and accepting friends,

you can create your own community and share and exchange with this particular community, more safer than wide online community.

• This generation represents a powerful new force in culture and commerce

This generation recreates the codes of the culture. You do not ever need the book in paper to read it, you can do it online, or on tablets. Also in commerce, because it creates new segments so new markets.

• We turn to the phone first when we want to be entertained When we have to spend waiting time, our first reflex is to go on our smartphones

no matter what to do, we go online, we play games…

• This generation wants creationWe are used to new technologies: we see new technologies on the market each

year. By this way, we switch to something else really quickly, we lose interest rapidly, so we need creation.

Concepts we agree

• The time lostFor us, it is quite difficult to understand how you can spend all your time on social networks to tell personal stories and to share personal photo to the community.

We must focus on the real life, the living one.

• The relevanceHow can it be relevant for other to see all your life spread on the Internet? We can understand that for your close friend and relatives, it can be relevant but usually, people do not just have their close people into their online communities.

• The risk for your careerBecause of the growth of the social networks, more and more recruiters go on

social networks to look at you and your way of life through your personal account, then also employers go on these to watch you.

Concepts we disagree

• The purpose We think that the purpose is not about hearing your own voice, is more to keep

contact with people you care about. It means that you stay connected, in link with people you have met and appreciated, and that the time and the life put far from you and your real life.

• The interest of certain buzzesWe can talk about the Harlem shake but we can also talk about the Lip dub or the

Flash mob, they are all creations of the Generation C. Those buzzes made online are based on entertainment and nothing else. We measure the impact of these buzzes but the

relevance is still limited.

Concepts we disagree

Example

Please follow the link below:http://www.strategy-business.com/article/11110?pg=all

This article talks about the Generation C in a different way because it present the background of one Generation C men and the example is kept through the article.

And it regroups the keys tools to prepare your company to the transformation it will need in the business to attract this new generation.