Why do people only read things that back up their way of thinking?

Remember when the internet was in its infancy? We all had to put up with little 468 x 90 banner ads everywhere you looked – and sometimes we clicked them because we didn’t know better.

As time went on we grew smarter, we were able to tell the bad adverts from the good, and the emergence of online advertising  bumped the ugly out of the marketplace entirely. And now, our brains automatically blank out adverts to keep us focused on the content we went to the site in the first place for. Many of us use ad-blocking tools so our brains don’t even need to perform the mental airbrushing.

But what if those adverts were trying to tell us something really important?

What if the Emergency Broadcast System was hooked into those banner ads trying to give us forewarning of an avoidable cataclysm?

Social Engineering

Social Engineering refers to psychological manipulation of people into performing actions or divulging confidential information.

It is becoming increasingly common by malicious actors (bank and identity fraud, for example), but is also becoming a core part of many companies’ business models.

It all started innocently enough with the Social Graph. The ability to link people with other people, events, photos and products via rich, meaningful relationships turned the one-size-fits-all internet into a personalised window where the chaos suddenly started to shape itself into something we recognised and could engage with on a more emotional level.

Instant social gratification through ‘likes’ and ‘follows’ became our norm, information relevant to us started to travel at a speed that made some high school students, even back in 2008, say “email is too slow“. The relevancy-engine that is the Social Graph began to play on our most base motivations. Continue Reading “Why do people only read things that back up their way of thinking?”

Generation C

gen_cThe new leaders of the free world are Generation C. They aren’t an age group, people born between certain arbitrary years such as Generation X or Y, instead it is a mind-set and an attitude. But the really interesting thing is that they don’t know they’re in charge.

The C Word

The “C” in Generation C stands for many things: curation, community-oriented, connected, creation, computerised, communication and the most important one: content.

Even Google acknowledges that this group exists, synonymously calling them “The YouTube Generation“. They attribute this glossy, if somewhat somewhat proprietary, title to people with a focus on production rather than consumption because they are “YouTube’s core audience”. Elsewhere, Generation C is being acknowledged as a powerful force that can decide the success or failure of commercial and political initiatives. Generation C has replaced the celebrity-endorsement deal.

 

Did you know there are more voters in the USA born 1980-1995 than all other voters combined? Imagine if they realised what collective political power they had over the systems currently in place which is punishing them for the failures of their forefathers.

 

The first generation of digital natives

Generation C almost encompasses an age group known as the Millennials – those born between 1984 and 2000 who have no understanding of the world without the Internet, Google, Amazon, smartphones, real-time chat, etc. Forrester estimate that 80% of Millennials embody the attitude of Generation C, but are keen to stress that it really is a mindset not an age group.

Once you start to quantify the attributes of Generation C you begin to see why they are important and realise there is some astonishing human behaviour emerging within this group. Behaviour that is flipping tradition and accepted wisdom on their heads.

Their importance can be seen in the statistics published by Nielsen in 2012 (Nielsen choose to categorise Generation C as 18-34 year olds):

digital-consumer-large

 

The prevalence of 18-34 year olds using tablets, smartphones, social media, etc. puts them in a position of data-wealth and amazing connectivity. They are opinionated and can share their black-or-white opinions instantly with the rest of the world. They have the same reach as hundred-million-dollar marketing programmes had in the 1990s and many are turning their digital soapboxes into well-cultivated media microbrands. Promoters really promote – they become champions of companies or products – while detractors can be extremely hostile.  Continue Reading “Generation C”