Gestão de Pessoas

What is C Generation?


Our goal as a company

First is to understand what the market looks for and design ways to service it accordingly. To better understand the market we have performed many inquiries todevelop standard behaviors.

When we gathered people of a particularage range,it was foundcertain similarities in their behavior i.e.: their musical preferences, their dressing style, their purchase habits, their attitude toward work, and even in their communication code and channels, such as telephone, e-mail, letters or fax, all this explained by the similaritiesin behavior due to the economic, social and technological conditions in which each group is inserted.

We will illustrate this by evaluating different generations:

  • The Baby Boomer Generation comprehends the people born between 1946 and 1964. Bill Clinton, born in 1946 is an example of this group. This generation coined the term “American Way of Life” where the greatest aim was consumerism. The Boomers bought hula-hoops, frisbees, refrigerators, tailfin cars, etc.They incorporated into their culture an easier way of life by enjoying everything that could increase the quality of life. We can then denominate this generation “The Generation of Consumers”;
  • The X Generation is the generation appeared after Baby Boomer’s. It started in 1964 and extended until the end of ‘70 decade. Some anthropologists declare 1982 as the end of it. This generation dwelled in a cheerless scenario compared with the former. The world was immersed in the cold war,Vietnam War and the oil crisis, among many other problems. Many people impoverished because the raise in the price of gas and oil derivates. This generation was in opposition to the wellbeing based on superficiality imposed by the previous one. They sought their individuality without compromising the coexistence with the group. They become more critical when selecting goods, focusing on quality. There was a rupture with previous generations.Individuals of the opposite gender became more valued as it surged women’s revolution, the acceptance of divorce, the possibility of becoming a single mother without being marginalized by society. Homosexuality became tolerated as well as the union between same sex individuals. The struggle for their rights was something that characterized this generation, along with an intensive search of freedom, breaking the shackles and constraints of society. Respect due to family was lesser than in other generations.
  • The Y Generationappeared at the end of 1980 and ended at the beginning of 21st century. This generation grew within new life standards where freedom was one of the main pillars. When adding this freedom to the innumerous possibilities of Internet, emergeda new class of people who began to value interaction both as means and as a consumer good.This generation left behind the alternative of being passive recipients, preferring to be active participants in any undertaking in which they were involved. Internet begun to provide new communication resources allowing individuals to convert their relationship from local to global. The access to information with just a click made its members impatient, making time to acquire different dimensions, with intervals each time shorter. This generation unveiled a new way of life by sharing everything from a personal life to knowledge with others.

This generation started to give their opinions in blogs and social networks and begun to be heard by the governments, companies and important people.

The question is: Which is the next generation?

Much is being discussed about a new generation. Who will be those people? I call it C Generation. Why I didn’t follow the alphabet and call them Z Generation?

We will discuss about this theory to understand why the real name of this generation is C.

This generation born after 2003, can have a great impact in the world economy like it occurred after the Industrial Revolution. This generation emerged floating and surfing on the digital world.

The Internet becomes the oxygen for this generation.

If you have any doubt just make a test:give a young person from this generation any new device without manual and wait some minutes. He will give you a manual fully translated.Another test:give him a brand new notebook with the latest technology but without connection to Internet. What do you believe he will think about this device? He will reject it because the power of the processor is irrelevant. Just look which device is the best seller in this moment: the tablet which has a low performance processor compared with any regular notebook. Why? It’s mobile and has a fast Internet.

More than 95% of the young people from C Generationin Brazilowna computer. Most of them usesocial networks such as Facebook or Orkut. Orkut in Brazil is extremely popular. Young people born after 1990, including those of Y Generation are living longer in their parents’ homes than others generations.

This generation is addressing themes never discussed openly before such astranssexualism, sustainability, omnipresence and tolerance. These topics were formerly taboo or unimportant.

In 2020 the C Generation will be 40% of the population in USA, Europe and BRIC, and 10% in the rest of world.

The C Generation’s premise is to usufruct all services offered by any device making the hardware only a means that can be discarded when its services become obsolete. Such people stay connected 24 hours a day (always on).At any time, day or night they will be close to a connected device, posting messages, buying goods, watching videos, taking pictures, playing games and other activities.

Currently there are 4.6 billions of cell phone users in the world, 67% of the world population and there are 1.7 billion of Internet users. In 2020 the number of mobile phone users will reach 6 billion, or 80% of the total world population and 4.7 billion will have access to the web using mobile devices.

Social networkswill allow more collaboration between people, increasing intensively the environment of personal relationship. Friends will no longer be exclusively those made at school or at the neighborhood. There will be no borders, cultures, creeds or race to make new friends. Currently with the use of social networks you can have almost 300 friends to give their opinion about yours pictures, posts, etc. Our lives are becoming public.

The viral marketing will be essential to the success for any company. This generation wants life quality, challenges and emotion.

But why to call them of C Generation?

Of Because the key word is Connection.

Connectivity in German, Connectivitéin French, Cysylltedd in Welsh, Connectiviteit in Dutch, Connettività in Italian, Conectivitate in Romanian, Conectividad in Spanish, Connectivity in English or Conectividade in Portuguese. Everyone start with “C”.

This generation is breaking the paradigms, changing the world and rebuilding relationships.

This is the new revolution and we can call it the “Connection Revolution”.

We are starting the new story that will be told on the screen of a computer, or a mobile phone, or a tablet or any other connected device.

Welcome C Generation.

Fernando Arbache

Fernando Arbache

Doutorando ITA. Mestre em Engenharia Industrial PUC/Rio. Independent Education Consultant working with MIT Professional Education. Graduado em Engenharia Civil, UFJF. Data and Models in Engineering, Science, and Business/MIT, Cambridge, MA (USA). Challenges of Leadership in Teams/MIT, Cambridge, MA (USA). Data Science: Data to Insights/MIT, Cambridge, MA (USA). AnyLogic Advanced Program of Simulation Modeling/Hampton, NJ (USA).: Educational Consultant working with MIT. Coordenador da FGV em cursos de Gestão (curso de MBA em Gestão das Casas Bahia). Professor FGV, nas cadeiras e Logística, Estatística, Gestão de Riscos e Sistemas de Informação. Professor da HSM Educação nas cadeiras e Logística e Estatística. Professor IBMEC, Professor concursado na FATEC/São José dos Campos. Obras: ARBACHE, F. Gestão da Logística, Distribuição e Trade Marketing. São Paulo: Ed. FGV, 2004. ARBACHE, F. Logística Empresarial. Rio de Janeiro: Ed. Petrobras, 2005. ARBACHE, A. P. e ARBACHE, F. Sustentabilidade Empresarial no Brasil: Cenários e Projetos. São José do Rio Preto- SP: Raízes Gráfica e Editora, 2012. Pesquisa: Desenvolvimento de modelos de mapeamento de Competências Comportamentais e Técnicas, por meio de gamificação com uso de Inteligência Artificial, utilizando Deep Learning e Machine Learning ( Desenvolvimento de pesquisa de modelos para geração de indicadores de aprendizados para inovação, assim como de competências essenciais para inovação (curva de aprendizado e gaps de competências) e obtenção de ROI (Return Over Investment). As pesquisas que estão em desenvolvimento, têm como hipótese que existem modelos inovadores, para mapeamento de aprendizado adaptativo, com o uso de inteligência artificial, para atendimento em empresa e pessoas. Esses indicadores estão em uso, em um dos maiores programas de inovação para o cooperativismo da América Latina, que é fruto de pesquisas realizadas, desenvolvido e concebido por minhas pesquisas ( Atualmente são 75 cooperativas de diversas áreas de atuação e aproximadamente 500 participantes. Estudos acima impactam no desenvolvimento do conceito RH 4.0 ou RH de Precisão, assim como no entendimento do impacto da Gestão por competências em um ambiente de inovador. Desenvolvimento de Inteligências nos dados e métricas - Big data e precisão nas tomadas de decisões na gestão de pessoas. Com os elementos anteriores, estuda-se a estratégia de negócios e estoque de talentos - o que os números revelam para o sucesso nas organizações. Estatística e inteligência estratégica para negócios em ambientes inovadores. Experiência Profissional: CIO (Chief Innovations Officer) da empresa Arbache Innovations especializada em simulação, inovação com foro em HRTech e EduTech – empresa premiada no programa Conecta ( como uma das 5 entre 500 startups mais inovadoras da América Latina. Empresa Acelerada pela Plug&Play ( em Sunnyvale, CA – Vale do Silício entre novembro e dezembro de 2018. Desenvolvimento de parceria com o MIT – Massachusetts Institute of Technology para cursos presenciais e digitais –, &

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