Generation Jones

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.

Pontell defined Generation Jones as a distinct concept, referring to the second half of the post-World War II baby boom (1954-1965) Many have children that are in the latter end of Generation Y and earlier part of Generation Z.

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. 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 and 1980s, leaving them with a certain unrequited, jonesing quality.

One reason sociologists make this distinction is because the tail end of the Boomer generation constituted people who came of age in the 1970s after the Vietnam War began winding down and were too young to serve in it. In addition because they were under the age of 18 during the height of the counterculture movement, limiting their participation in it compared to Boomers born in 1946-52. Some sociologists have also argued that anyone who had not attained puberty yet during the counterculture era cannot be considered a Boomer.

Cultural, economic and political dimensions

Generation Jones has been written about in newspapers and magazines and discussed frequently on TV and radio shows. 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.

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. Carat, a European media buying agency, has done extensive research into Generation Jones consumers.

Politically, Generation Jones has emerged as a crucial voting segment in Western elections. In the U.S. 2006 congressional 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. 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 and Peter Fenn singled out Generation Jones voters as crucial in the final weeks of the campaign. Numerous studies have been done by political pollsters and publications analyzing the voting behavior of GenJonesers.

The election to the presidency of Barack Obama, born in 1961, plus Republican vice presidential candidate Sarah Palin (born 1964), 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), David Brooks (The New York Times) and Karen Tumulty (Time magazine).

• Key characteristics: less optimistic, distrust of government, general cynicism.

See also

• List of generations

External links

• Generation Jones news website