Educational Session

Forget Boomers, Xers, and Millennials: It’s All About Generation C! (Part 1)

Date: Wednesday, April 19th, 8:30 - 9:30am

This is part one of a two-part session. We are no longer defined by the year we were born. Now, thanks to a number of converging forces, we have become members of Generation C—the generation defined by choice! It’s time to get to know Generation C so you can better know your customers. In the movie “Dead Poet’s Society¸” Mr. Keating (played by Robin Williams) has his students stand on their desks to see things differently. This is what the NAMA industry needs to do. Generation C holds tremendous potential for each and every NAMA brand if we, like Mr. Keating’s students, look at things differently. As the American social writer and philosopher, Eric Hoffer, said, “In a time of drastic change, it is the learners who inherit the future.” When you become the learner for your business, it can prepare for the future.



Bonnie Knutson, PhD
Professor, Michigan State University

Bonnie J. Knutson is a professor in The School of Hospitality Business in the Broad College of Business. Widely known as an authority on emerging lifestyle trends and creative marketing strategies, she often consults with business leaders who want to understand and take advantage of changing consumer demands. Her work has been featured in publications such as The Wall Street Journal, USA Today, and on CNN. She has also had articles appear in numerous business publications, and is editor of The Journal of Hospitality and Leisure Marketing.

About NAMA - Founded in 1936, NAMA is the association representing the $25 billion U.S. convenience services industry. With more than 1,000 member companies – including many of the world’s most recognized brands – NAMA provides advocacy, education and research for its membership. Visit

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