Generation Jones

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Generation Jones is a term coined by Jonathan Pontell to describe the generation of people born between 1954 and 1965. The term is used primarily in English-speaking countries and Western Europe^[1], although it is used to some degree globally.^[2][3][4] The birth years typically used in the U.S. are 1954-1965, but these tend to vary slightly in other countries, usually starting no earlier than 1953, and ending no later than 1968.^[5]

Jonathan Pontell defined Generation Jones as a distinct concept^[6] Prior to the popularization of Pontell’s theory, its members were identified with either Baby Boomers or GenerationX'ers.

The name “Generation Jones” has several connotations, including a large anonymous generation, a “Keeping up with the Joneses” competitiveness and the slang word "jones" or “jonesing”, meaning a yearning or craving.^{[7] [8][9][10][11]} It is said that Jonesers were given huge expectations as children in the 1960s, and then confronted with a different reality as they came of age in the 1970s, leaving them with a certain unrequited, jonesing quality.

Contents 1 Cultural, economic and political dimensions 2 See also 3 References 4 External links

[edit] Cultural, economic and political dimensions

Generation Jones has been written about in newspapers and magazines and discussed frequently on TV and radio shows.^{[12][13][14][15]} Pontell has appeared on TV networks such as CNN, MSNBC, and the BBC, discussing the cultural, political, and economic implications of this generation’s emergence.^{[16][17][18][dead link][19][dead link][20]}

In the business world, Generation Jones has become a part of the strategic planning of many companies and industries, particularly in the context of targeting Jonesers through marketing efforts.^{[21][22][23][24][25][26]} Carat, a European media buying agency, has done extensive research into Generation Jones consumers.^[27][28]

Politically, Generation Jones has emerged as a crucial voting segment in Western elections.^[29][30] In the U.S. 2006 Midterm and 2004 Presidential elections, and the 2005 U.K. elections, Generation Jones’ electoral role was widely described as pivotal by the media and political pollsters.^{[4][13][31][32]} In the 2008 U.S. Presidential election, Generation Jones was again seen as a key electoral segment, and because of the high degree to which its members were swing voters during the election cycle. Influential journalists like Clarence Page^[29] and Peter Fenn^[30] singled out Generation Jones voters as crucial in the final weeks of the campaign.^[33] Numerous studies have been done by political pollsters and publications analyzing the voting behavior of GenJonesers.^[34][35][36]

The election to the presidency of Barack Obama, born in 1961, focused more attention on Generation Jones. Many journalists, publications, and experts have pointed out that Obama is a member of Generation Jones, including Jonathan Alter (Newsweek),^[37] David Brooks (The New York Times) and Karen Tumulty (Time Magazine).^{[38][39][40][41]}

• Key characteristics: less optimistic, distrust of government, general cynicism.^[42][43]

[edit] See also

• List of generations

[edit] References

[edit] External links

• Generation Jones news website