Generation Jones

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Generation Jones is a term coined by the author Jonathan Pontell to describe the cohort of people born from approximately 1954 to 1965, while other sources place the start point after 1957.[1][2] This group is essentially the latter half of the "Baby Boomers" to the first year of Generation X.[3][4][5] Pontell defined Generation Jones as referring to the last years of the post–World War II baby boom.[6] The term also includes first-wave Generation X.

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] It is said[by whom?] that Jonesers were given huge expectations as children in the 1960s, and then confronted with a different reality as they came of age during a long period of mass unemployment and when de-industrialization arrived full force in the mid to late 1970s and 1980s, leaving them with a certain unrequited "jonesing" quality for the more prosperous days in the past.

The generation is noted for coming of age after a huge swath of their older brothers and sisters in the earlier portion of the Baby Boomer population had come immediately preceding them; thus, many Generation Jones members complain that there was a paucity of resources and privileges available to them that were seemingly abundant to those fellow Baby Boomers born earlier. Therefore, there is a certain level of bitterness about and a "jonesing" for the level of freedom and affluence granted to older boomers but denied to their generation.[11]

Cultural, economic and political dimensions[edit]

Generation Jones has been covered and discussed in newspapers and magazines and 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]

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.[19][20][21][22][23][24] Carat UK, a European media buying agency, has done extensive research into Generation Jones consumers.[25][26]

Politically, Generation Jones has emerged as a crucial voting segment in Western elections.[27][28] In the U.S. 2006 congressional and 2004 presidential elections, and the 2005 U.K. elections, Generation Jones's electoral role was widely described as pivotal by the media and political pollsters.[5][13][29][30] 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[27] and Peter Fenn,[28] singled out Generation Jones voters as crucial in the final weeks of the campaign.[31] Numerous studies have been done by political pollsters and publications analyzing the voting behavior of GenJonesers.[32][33][34]

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 - including Jonathan Alter (Newsweek),[35] David Brooks (The New York Times) and Karen Tumulty (Time) - have pointed out that Obama is a member of Generation Jones.

Key characteristics assigned to members are less optimism, distrust of government, and general cynicism.[33][36]

See also[edit]


  1. ^ Jump up ^ FNP Interactive - (December 19, 2008). "The Frederick News-Post Online – Frederick County Maryland Daily Newspaper". Retrieved 2010-08-02.
  2. ^,w-obama-baby-boomer-era-011109.article
  3. ^ 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. 
  4. ^ Seigle, Greg (April 6, 2000). "Some Call It 'Jones'". The Washington Post. Retrieved 2007-02-18. 
  5. ^ a b "Press Release: Generation Jones is driving NZ Voter Volatility". Scoop Independent News (NZ). 13 September 2005. Retrieved 2007-02-18. 
  6. ^ Wastell, David (15 Oct 2000). "Generation Jones comes of age in time for election". London: Telegraph. Retrieved 2009-06-12. 
  7. ^ Anne, Braly (Jan 2009). "'Generation Jones' soon to have its man in Washington". Chattanooga Times Free Press. 
  8. ^ Button, Eileen (April 5, 2009). "Generation Jones has a few good reasons to be suspicious of technology". The Community Newspapers. 
  9. ^ Stuart Wells, Amy (4 March 2009). "Commentary - From Obama's Generation The Audacious Hope of More Racially Diverse Public Schools". Education Week. 
  10. ^ ROHAN, VIRGINIA (30 June 2008). "Rohan: Baby Boomers ready for next challenge". Better Living. 
  11. ^ Pontell, Jonathan (2007). "Generation Jones". The Jonathan Pontell Group. Retrieved 30 October 2012. 
  12. ^ 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. 
  13. ^ a b Rowan, David A guide to electionspeak
  14. ^ "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. 
  15. ^ Aguilar, Louis (December 2000). "Many in the 35-46 Age Bracket Identify with 'Generation Jones'". The Denver Post (Denver, Colorado). 
  16. ^
  17. ^
  18. ^ Ollivier, Debra (15 December 2011). "So You Think You're A Boomer? Think Again". The Huffington Post. Retrieved 10 February 2014. 
  19. ^ Campanelli, Melissa (September 20, 2007). "How to Reach 'Generation Jones' Online". eMarketing & Commerce. Retrieved 2009-07-09. 
  20. ^ Wells, Ellen C. (September 2005). "Keeping Up With The Jonesers" (PDF). Today's Garden Center: 44–45. Retrieved 2009-07-09. 
  21. ^ Green, Brent (2006), Marketing to Leading-Edge Baby Boomers, Paramount Market Publishing, ISBN 978-0-9766973-5-0 
  22. ^ Welch, Jim; Bill Althaus (2007). Grow Now. The Growth Leader, Inc. p. 204. ISBN 978-1-934144-02-2. 
  23. ^ Stroud, Dick (2007). The 50 plus market. Kogan Page Publishers. p. 314. ISBN 978-0-7494-4939-1. 
  24. ^ Toops Scoops: Keeping up with the Jones'
  25. ^ "Who is Generation Jones?". Project Britain. Carat UK. Archived from the original on 15 February 2005. Retrieved 10 February 2014. 
  26. ^ Dutta, Kunal (23 January 2006). "Carat taps into singleton spending". Retrieved 10 February 2014. 
  27. ^ a b Page, Clarence (2008-10-22). "Generation Jones is in play". Chicago Tribune. Retrieved 2008-12-07. 
  28. ^ 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. 
  29. ^ - Key to election is 'keeping up with Joneses'
  30. ^ MPR: Pollster says Generation Jones tipped election for Bush
  31. ^ 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. 
  32. ^
  33. ^ a b Rentoul, John (10 April 2005). "Introducing Generation Jones voters who hold the key to No 10". London: The Independent. 
  34. ^ Rasmussen Reports: Generation Jones Women Are Swing Voters
  35. ^ Alter, Jonathan (2008-02-11). "Twilight of the Baby Boom". Newsweek. Retrieved 2008-12-07. 
  36. ^ Derbyshire, David (2004-11-24). "Generation Jones is given a name at last". The Daily Telegraph (London). Retrieved 2010-05-03. 

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