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Abstract: There is no doubt that the modern digital age in marketing is moving forward thanks to innovations. Fast-growing digital lifestyle of the population is generating a new consumer segment which is bringing about an innovated view on consumer segmentation. It is destroying former rules of segmentation into generation cohorts which are defined on the basis of demograpic factors and is focusing mainly on psychographic characteristics which have started to play a key role in the online environment. The above mentioned segment is called Generation C or connected users and despite being firstly defined back in 2012, its importance has emerged only nowadays. It is often referred to as the consumer segment of the future. It is a cross-section group of consumers from various generation types which is mainly defined by the extent to which its members have adapted to new digital technologies. In spite of being easily targeted, this audience can also be defined as a medium whose influence is spread through other consumer generation cohorts. What is more, this segment is made of highly environmentally conscious consumers. They are aware of all the environmental issues and they are interested in solving these problems. Therefore they can be defined as a perspective segment for solving one of the most serious problems of modern society and that is environmental sustainability. However, businesses need to implement new marketing communication, communicate properly with this audience and be able to ensure discussions on environmental issues this demanding audience is asking for. The paper is going to present the innovative view on consumer segmentation in a digital era and by means of the questionnaire research it is going to define basic characteristics of consumer behaviour of Generation C, its attitude to sustainability issues and towards marketing communication of environmentally friendly products. These days such knowledge is regarded as highly important know-how for both local as well as global brands and their successful operation in the market.
Keywords: Consumer segmentation, Generation C, Connected consumer, Consumer behaviour, Sustainability
1. Introduction
Digital technologies are the main essence of society formation. They have considerably changed today's world since the last decade of the 20th century. Fast-growing technological progress is dynamizing changes in the society, which are happening faster and more often, with...