“Why don’t we just use social media?” Clients, after conceiving a small-scale initiative or discovering a news story about their brand, often pose this question to us. And that's when we give them the "throwing seeds at a patch of dirt" analogy.
Just seven years ago, anyone asked to go a full 24 hours without looking at a single screen would struggle but manage. Today, that same request could prove impossible. The trend has resulted in the emergence of Generation C, a state of mind rather than a demographic. The question for marketers is whether Gen C is just another name for Millennials or something much more.