The next generation of young adults will be a distinct marketing prospect from the young people advertisers have become accustomed to in recent years, it has been claimed.
In an article for washingtonpost.com, the technology resource VentureBeat labelled people born after 1998 'Gen C' - with the 'C' standing for 'connected' - and described how these consumers will have a different view of technology as they will have never known a time before the internet.
When it comes to an email marketing campaign, Gen C individuals will want things to be hyper-personalised and may also insist that anything they read is completely relevant to their own interests, which could entail giving them power to decide what they are sent.
"This generation will push even farther the principles we are just starting to master to connect with Millennials. This group turns 18 in just 4 years. Will you be ready to reach them?" asked VentureBeat.
The current generation of adults known as Millennials are those currently aged between 18 and 29. Their attitude towards online marketing was the subject of a recent study by Dr Tina McCorkindale, an assistant professor at Appalachian State University's Department of Communication.
According to marketingpilgrim.com, the researcher found that this generation consistently like organisations that "give something back to them", making it all the more important for brands to respond when such consumers interact with a company.