Gen C values transparency and authenticity, so brands should, too. These individuals appreciate when brands tell them hard truths, helping them discern fact from fallacy. So, honesty leads to respect. Remember, Gen Cers are comfortable with the idea of not blending in, and organizations that understand this will likely do a better job of building and sustaining more lasting relationships with them.

As employers, brands should provide channels for associates to have respectful discourse about all topics in a way that lets them be who they are. And, companies should reconsider traditional educational requirements, as many Gen Cers educate themselves through more affordable means or in ways that give them flexibility with their time. They don’t believe in just going along with the status quo because the status quo has failed them before.

Brands that choose to ignore the implications of Gen C becoming adults should prepare for disruption. We predict the following impacts for the education, wellness, fashion, tech and media industries:

Driving the Learning Revolution

Gen C’s pandemic-forged perspective on education demands flexibility, innovation and a digital-first approach. Traditional methods won’t cut it anymore. Virtual classrooms, interactive online courses and state-of-the-art educational tools are not only a reality. They’re a necessity. Gen C expects a return on their financial investment throughout their educational journey— and after they graduate.

Prioritizing Their Total Wellness

Gen Cers embrace teletherapy, mental health apps and wellness services unlike other generations. Their openness about mental health is a transformative movement for not just their group — but for everyone. Gen C believes mental wellness is part of total wellness, and resources that reflect this philosophy will have a greater impact with this group. Opportunities abound for both existing and new brands to engage Gen C in the development of these elements.

Redefining Authenticity

Generation C challenges convention through self-expression. Fashion brands can no longer bank on their legacies to dictate trends and expect these individuals to follow. And, these houses can’t continue to spend lavishly without concern for waste. In an era of rapid change, they must provide an inclusive platform for sustainability (both financially and environmentally) while amplifying personal expression. For brands, ethical practices and personalized experiences aren’t optional. They’re the keys to winning over this influential group.

Making Tech More Human

The future belongs to brands that build genuine connections without exploiting relationships. Gen C naturally treats AI as a team member and not as a surrogate for human expertise. Tech platforms should stimulate in-person gatherings, wholesome dialogues and the exchange of expertise so that all participants evolve and engage as the best version of themselves. This is about creating personal, community-driven platforms that resonate with a generation all about authentic interaction.

Demanding New Media Narratives

Gen C’s hunger for representative content is driving entertainment and media toward a seismic shift. This is a generation that understands how hurtful common stereotypes are to people they love. Consequently, Gen Cers want to see their entertainment reflecting the diversity they experience every day. Their preferences will shape the future of films, television and music.