Trendwatching

JUNE 2004 | Our GENERATION C continues to make waves. It was recently featured on the Today Show in the U.S., and continues to get coverage in many offline and online publications. And it won't slow down for a long time. So how about another update, or should we say, extension of this mega-consumer trend!?

In this update, we'd like to focus on the link between the broad theme -- content creation -- and four other 'C's: Creativity, Casual Collapse, Control, and Celebrity. A brief introduction...

Creativity: let's face it, we're all creatives, if not artists! (Notice we didn't say talented artists ;-). And as creativity normally leads to content, the link with GENERATION C is obvious. Which then brings us to Casual Collapse: the ongoing demise of many beliefs, rituals, formal requirements and laws modern societies have held dear, which continue to 'collapse' without causing the apocalyptic aftermath often predicted by conservative minds. From women's rights to gay marriage to not wearing a tie to work if you don't feel like it!

What does this have to do with GENERATION C? Well, as a new generation of parents is slowly abandoning its obsession with children becoming doctors, lawyers or business executives, they are realizing that creative careers are not necessarily a dead-end road to poverty and family scandal. Creativity is about to be unleashed full force, following a classicCasual Collapse path to mainstream acceptance.

In fact, as Richard Florida, professor of Regional Economic Development eloquently argues in his book 'The Rise of the Creative Class', a society in which the creative ethos is increasingly dominant is already emerging, with tens of millions of professionals in the US, Europe and Asia leading the way.

(Yes, TRENDWATCHING.COM realizes Casual Collapse warrants a full trend description by itself, so stay tuned!)

Moving on to the C for Control: besides the need to be creative, control is one of mans' other fundamental needs. To be in charge, to be master of one's own destiny (or at least have the illusion of control ;-), is a holy grail for many. So... to make a big leap to the world of business: consumers happily find they increasingly have control over what they buy and who they buy it from.

If we link this to GENERATION C, we'll see a shift from straight forward consumption to customization, or even co-production. The latter already takes place in a big way in the online world: just think of how Microsoft 'invites' millions to download beta versions of its software to test and improve it, or how a Google community aptly named 'What Should Google Do', attracts hundreds of devotees who will share their smart suggestions, if not ready-to-use content contributions, for all Google employees to read.

And how about www.ipodlounge.com (yes, yet another iPod example)? This is where GEN C-ers post iPod concepts they would like to see in stores one day, or have already created in their basement or garage (source: Steve Portigal).

Last but not least, C for Celebrity. Not much has changed since Warhol's 15 minutes of fame. Most people still entertain the thought of being a celebrity, even a minor one. What has changed though, is that the implied waiting-time to get one's precious (and short lived) celebrity moment is over: members of GENERATION C can produce, display and then distribute to millions their own images, their creations, their 'content'.

In fact, Borders -- the US book retailer -- recently launched a GENERATION C trial withXlibris ('where writers become authors'), a print-on-demand company that offers writers a USD 500 starters kit, providing them with everything they need to get a paperback to market, including all phases of production and a cover (source: NYT). Borders will sell the Xlibris kit to its customers, and after publication of a paperback, will sell the books (which are printed on demand, not in bulk) in its stores in the author's local market.

OPPORTUNITIES
So what does the above mean? In order to profit from the GENERATION C trend, as a professional or organization, make sure you not only provide consumers with the means to create and distribute content (from USD 999 professional cameras to the free global distribution network that is the internet), but also acknowledge deep human needs for control and for exposure. Get your customers involved with the design of your goods and services, have them deliver input on your processes, allow them to customize and personalize your offerings. And above all, never underestimate how much creativity is hidden deep down in all of them. Only 10 years ago, to most companies, the C in GENERATION C would most likely represent consumption. Times have changed. So... be creative!