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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.[1][2]

Pontell defined Generation Jones as a distinct concept, referring to the second half of the post-World War II baby boom (1954-1965) [3] Its members are still usually identified with either Baby Boomers or Generation X'ers. 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.[4][5][6][7] 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.

Cultural, economic and political dimensions

Generation Jones has been written about in newspapers and magazines and discussed frequently on TV and radio shows.[8][9][10][11] 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.[12][13][14][dead link][15][dead link][16]

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.[17][18][19][20][21][22] Carat, a European media buying agency, has done extensive research into Generation Jones consumers.[23][24]

Politically, Generation Jones has emerged as a crucial voting segment in Western elections.[25][26] 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.[2][9][27][28] 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[25] and Peter Fenn[26] singled out Generation Jones voters as crucial in the final weeks of the campaign.[29] Numerous studies have been done by political pollsters and publications analyzing the voting behavior of GenJonesers.[30][31][32]

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),[33] David Brooks (The New York Times) and Karen Tumulty (Time magazine).[34][35][36][37] Obama has also been labeled as Generation X, though due to a range of birth dates that demarcates this generation earlier than others, spanning 1961 through 1976.[38]

  • Key characteristics: less optimistic, distrust of government, general cynicism.[31][39]

See also

References

  1. ^ Jensen, J.B. (2007). Future consumer tendencies and shopping behaviour: The development up until 2015-17. Research paper No. 1. Denmark: Marianne Levinsen & Jesper Bo Jensen. pp. 13–17.Seigle, Greg (April 6, 2000). "Some Call It 'Jones'". The Washington Post. Retrieved 2007-02-18.
  2. ^ a b "Press Release: Generation Jones is driving NZ Voter Volatility". Scoop Independent News (NZ). 13 September 2005. Retrieved 2007-02-18.
  3. ^ Wastell, David (15 Oct 2000). "Generation Jones comes of age in time for election". London: Telegraph. Retrieved 2009-06-12.
  4. ^ Anne, Braly (Jan 2009). "'Generation Jones' soon to have its man in Washington". Chattanooga Times Free Press.
  5. ^ Button, Eileen (April 5, 2009). "Generation Jones has a few good reasons to be suspicious of technology". The Community Newspapers.
  6. ^ Stuart Wells, Amy (4 March 2009). "Commentary - From Obama's Generation The Audacious Hope of More Racially Diverse Public Schools". Education Week.
  7. ^ ROHAN, VIRGINIA (30 June 2008). "Rohan: Baby Boomers ready for next challenge". Better Living.
  8. ^ Lang, John (2000-01-08). "Generation Jones: Between the Boomers and the Xers". The Cincinnati Post. E. W. Scripps Company. Archived from the original on 2005-01-15.
  9. ^ a b Rowan, David A guide to electionspeak
  10. ^ "Talk Radio News Service interviews political analyst Jonathan Pontell on what political party different generations vote for and why". Talk Radio News Service. 2006-10-30. Retrieved 2008-12-07.
  11. ^ Aguilar, Louis (December , 2000). "Many in the 35-46 Age Bracket Identify with 'Generation Jones'". The Denver Post (Denver, Colorado). {{cite news}}: Check date values in: |date= (help)
  12. ^ http://www.youtube.com/watch?v=Z7vbsVu75do
  13. ^ http://www.youtube.com/watch?v=ZBk1GZ747F8
  14. ^ http://www.truveo.com/The-generational-divide/id/2457853707
  15. ^ http://video.google.com/videosearch?hl=en&q=%22Jonathan%20Pontell%22&um=1&ie=UTF-8&sa=N&tab=wv#hl=en&q=%22Jonathan+Pontell%22&um=1&ie=UTF-8&sa=N&tab=wv&start=10
  16. ^ http://talkradionews.com/2006/10/talk-radio-news-service-interviews-political-analyst-jonathan-pontell-on-which-group-of-voters-could-put-the-gop-over-the-top/
  17. ^ Campanelli, Melissa (September 20, 2007). "How to Reach 'Generation Jones' Online". eMarketing & Commerce. Retrieved 2009-07-09.
  18. ^ Wells, Ellen C. (September 2005). "Keeping Up With The Jonesers" (PDF). Today’s Garden Center: 44–45. Retrieved 2009-07-09.
  19. ^ Green, Brent (2006), Marketing to Leading-Edge Baby Boomers, Paramount Market Publishing, ISBN 9780976697350
  20. ^ Welch, Jim (2007). Grow Now. The Growth Leader, Inc. p. 204. ISBN 9781934144022. {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  21. ^ Stroud, Dick (2007). The 50 plus market. Kogan Page Publishers. p. 314. ISBN 9780749449391.
  22. ^ Toops Scoops: Keeping up with the Jones'
  23. ^ http://www.generationjones.co.uk/gen_jones/
  24. ^ http://www.mediaweek.co.uk/news/537226/?DCMP=ILC-BETASEARCH
  25. ^ a b Page, Clarence (2008-10-22). "Generation Jones is in play". Chicago Tribune. Retrieved 2008-12-07.
  26. ^ a b Fenn, Peter (2008-10-23). "Why the 'Generation Jones' Vote May Be Crucial in Election 2008". The Hill's Pundits Blog. Retrieved 2008-12-07.
  27. ^ ePolitix.com - Key to election is 'keeping up with Joneses'
  28. ^ MPR: Pollster says Generation Jones tipped election for Bush
  29. ^ Paulsen, David (2008-10-26). "Attention GenY'ers! Talk To Your Parents! Don't Let GenJonesers Vote Against Themselves!". Politics. The Huffington Post. Retrieved 2008-12-07.
  30. ^ http://research2000.us/2006/11/01/generation-jones-could-be-key-to-06-midterm-election-results/
  31. ^ a b Rentoul, John (10 April 2005). "Introducing Generation Jones voters who hold the key to No 10". London: The Independent.
  32. ^ Rasmussen Reports: Generation Jones Women Are Swing Voters
  33. ^ Alter, Jonathan (2008-02-11). "Twilight of the Baby Boom". Newsweek. Retrieved 2008-12-07.
  34. ^ http://www.generationjones.com/2008election.html
  35. ^ Anderson Cooper (anchor) interviewing Roland S. Martin (contributor) (2008-11-04). Election Night In America (Adobe Flash) (Television production). CNN (via YouTube). Event occurs at ~22:30 (ET). Retrieved 2008-12-07. Transcript
  36. ^ Campbell Brown (anchor), Roland S. Martin (contributor) (2008-10-20). The Campbell Brown Show (Adobe Flash) (Television production). CNN (via YouTube). Event occurs at 0:41 (in the video). Retrieved 2008-12-07. Transcript
  37. ^ Chris Matthews (anchor), Clarence Page (panelist) (2008-10-26). The Chris Matthews Show (Adobe Flash) (Television production). MSNBC (via YouTube). Retrieved 2008-12-07. Transcript
  38. ^ Chaudhry, Lakshmi (2009-09-22). "Obama's Generation X Factor". CBS News. Retrieved 2011-07-23.
  39. ^ Derbyshire, David (2004-11-24). "Generation Jones is given a name at last". The Daily Telegraph. London. Retrieved 2010-05-03.

External links

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