Generation C, the connected collective, is more social in their buying habits. Young adults do not respond well to the mass marketing efforts that worked so well in the 20th century. Gen C'ers are much more relational and more likely to respond to socially recommended advertising. Google AdWords ads that have been +1'd are seeing higher click-thru-rates and conversions than standard AdWords. Facebook ads that show that a brand was liked by a friend are resulting in higher recall rates than standard Facebook ads.
What does this mean for the Church? It means that mass marketing doesn't work for us either. If we want to reach young adults, we have to become more relational. In the latter half of the 20th century, we learned how to use mass marketing to evangelize without getting to know people very well. With Generation C, relationships validate information. So, if we try to reach people without getting into their lives, they are less likely to believe our message. What are your thoughts?