Haven’t heard of Gen C yet? They’re probably already your customers, so you’d better get to know them. Not a “generation” so much as a mind-set, about 65 percent of Gen C is under the age of 35. Named Gen C because of their dedication to Connection, Community, Creation and Curation, Gen Cers are outspoken and engaged. Major influencers, they are shaping opinions and leading new trains of thought. How do you reach these inspired and inspiring consumers? Think about the way they lead their lives. Empowered by technology, they are living in the moment and always on. Because constant communication makes fraud easy to spot, they are motivated by honesty and integrity. Finally, they are proud to give back more than they take.