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Generation Jones
Cusper spanning the late Baby Boomer Generation and the early Generation X

Generation Jones, coined by cultural commentator Jonathan Pontell, refers to those born between 1954 and 1965, positioned between the Baby Boom generation and Generation X. This cohort experienced cultural milestones like Watergate and the sexual revolution, coming of age during economic challenges including 1970s inflation and recessions. Unlike older Boomers, many Jonesers did not face compulsory military service or a unifying political cause. The name reflects an anonymous yet competitive spirit linked to “keeping up with the Joneses” and a sense of yearning or jonesing for past prosperity. Notable figures like Barack Obama and Kamala Harris belong to this generation, which continues to influence politics and culture today.

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Cultural, economic, and political dimensions

While charismatic leaders like John F. Kennedy and Martin Luther King Jr. inspired millions of older Boomers to work for—and witness—positive social change, Generation Jones were in elementary school or not yet born.18 The Woodstock pop festival (1969) was a defining moment for older Boomers; Generation Jones tends to remember the Watergate scandal (1972–1974) and the cultural cynicism it begat. While in high school, members of Generation Jones had a distinct feeling of having just missed the real hippie era.

Generation Jones has been covered and discussed in newspapers, magazines, TV, and radio shows.19202122 Pontell has appeared on TV networks such as CNN, MSNBC, and BBC, discussing the cultural, political, and economic implications of this generation's emergence.232425

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.262728293031 Carat UK, a European media buying agency, has done extensive research into Generation Jones consumers.3233

Politically, Generation Jones has emerged as a crucial voting segment in US and UK elections.3435 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.36373839 In the 2008 U.S. Presidential election, Generation Jones was again seen as a key electoral segment because of the high degree to which its members were swing voters during the election cycle. Influential journalists, like Clarence Page40 and Peter Fenn,41 singled out Generation Jones voters as crucial in the final weeks of the campaign.42 Numerous studies have been done by political pollsters and publications analyzing the voting behavior of Gen Jonesers.4344 Generation Jones voters are likely to contain the highest proportion of Brexit voters.

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) have classified Obama as a member of Generation Jones.45

Key characteristics assigned to members are pessimism, distrust of government, and general cynicism.4647

In Pontell's opinion, US Jonesers shifted left in 2020, which he attributed to Trump's response to the COVID-19 crisis and President Trump's mocking of President Biden's senior moments. "There are lots of seniors out there that also have senior moments," Pontell says. "They don't really like the president mocking those one bit."48

See also

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References

  1. Williams, Jeffrey J. (March 31, 2014). "Not My Generation". The Chronicle of Higher Education. Archived from the original on October 9, 2017. Retrieved January 27, 2019. https://web.archive.org/web/20171009033716/https://www.chronicle.com/article/Generation-Jones/145569 ↩

  2. Boylan, Jennifer Finney (June 23, 2020). "Opinion | Mr. Jones and Me: Younger Baby Boomers Swing Left". The New York Times. ISSN 0362-4331. Retrieved August 1, 2024. https://www.nytimes.com/2020/06/23/opinion/baby-boomers-trump.html ↩

  3. "Not My Generation". Retrieved August 1, 2024. https://www.chronicle.com/article/not-my-generation-145569/ ↩

  4. Astor, Bart. "Baby Boomers Are Different Than Generation Jones - We're Proud Of Being Old". Forbes. Retrieved August 1, 2024. https://www.forbes.com/sites/bartastor/2018/07/30/baby-boomers-are-different-than-generation-jones-were-proud-of-being-old/ ↩

  5. Lubrano, Alfred (February 23, 2023). "Generation Jones folks can't relate to their Baby Boomer brethren". Retrieved August 1, 2024. https://www.inquirer.com/life/baby-boomer-millennial-generation-jones-vietnam-woodstock-401-k-pensions-20230223.html ↩

  6. Carter, Wayne (July 2, 2017). "Carter: What's an xennial? Me, apparently". Baltimore Sun. Retrieved August 1, 2024. https://www.baltimoresun.com/2017/07/02/carter-whats-an-xennial-me-apparently/ ↩

  7. McCrindle, Mark; Wolfinger, Emily (April 1, 2010). The ABC of XYZ: Understanding the Global Generations. University of New South Wales Press. p. 34. ISBN 978-1742230351. Retrieved January 6, 2025. 978-1742230351 ↩

  8. "Jump up". The Frederick News-Post. December 19, 2008. Archived from the original on February 21, 2010. Retrieved August 2, 2010. https://web.archive.org/web/20100221183359/http://www.fnpinteractive.com/ ↩

  9. "In Obama, many see an end to the baby boomer era". Chicago Sun-Times. January 11, 2009. Archived from the original on January 25, 2009. Retrieved September 19, 2015. https://web.archive.org/web/20090125183857/http://www.suntimes.com/news/politics/obama/1372376,w-obama-baby-boomer-era-011109.article ↩

  10. Buck, Stephanie (November 3, 2017). "This niche generation within the Baby Boom is a highly coveted—and persuadable—voting bloc". https://timeline.com/generation-jones-baby-boom-923270cb2010 ↩

  11. Stevens, Mitchell. "History of Television". New York University. https://www.nyu.edu/classes/stephens/History%20of%20Television%20page.htm ↩

  12. Anne, Braly (January 18, 2009). "'Generation Jones' soon to have its man in Washington". Chattanooga Times Free Press. Archived from the original on February 19, 2012. Retrieved June 13, 2009. https://web.archive.org/web/20120219190810/http://www.timesfreepress.com/news/2009/jan/18/generation-jones-soon-have-its-man-washington/ ↩

  13. Button, Eileen (April 5, 2009). "Generation Jones has a few good reasons to be suspicious of technology". The Community Newspapers. http://www.mlive.com/communitynewspapers/opinion/index.ssf/2009/04/generation_jones_has_good_reas.html ↩

  14. Stuart Wells, Amy (March 4, 2009). "Commentary - From Obama's Generation The Audacious Hope of More Racially Diverse Public Schools". Education Week. http://www.edweek.org/ew/articles/2009/03/04/23wells_ep.h28.html?tkn=RUZF51zK56EOobsyL5j2907YVcXVtHgAAf2Q ↩

  15. "FreddieMac - 30-Year Fixed-Rate Mortgages Since 1971". November 7, 2021. http://www.freddiemac.com/pmms/pmms30.html ↩

  16. Pontell, Jonathan (2007). "Generation Jones". The Jonathan Pontell Group. Archived from the original on July 13, 2011. Retrieved October 30, 2012. https://web.archive.org/web/20110713115711/http://www.jonathanpontell.com/aboutgenjones.htm ↩

  17. Wiltz, Teresa (October 7, 2020). "What Prince Tells Us About Kamala Harris". Politico. Retrieved December 14, 2023. https://www.politico.com/news/magazine/2020/10/07/kamala-harris-generation-veep-debate-426994 ↩

  18. Ewald, Patti (March 26, 2014). "Generation Jones: Meet the Jonesers". Tampa Bay Times. Retrieved January 6, 2025. https://www.tampabay.com/archive/2014/03/26/generation-jones-meet-the-jonesers/ ↩

  19. Lang, John (January 8, 2000). "Generation Jones: Between the Boomers and the Xers". The Cincinnati Post. E. W. Scripps Company. Archived from the original on January 15, 2005. https://web.archive.org/web/20050115184413/http://www.cincypost.com/news/2000/jones010800.html ↩

  20. Rowan, David (May 2005). "A guide to electionspeak". Archived from the original on April 7, 2007. https://web.archive.org/web/20070407011729/http://www.davidrowan.com/2005/05/times-op-ed-guide-to-electionspeak.html ↩

  21. "Political analyst Jonathan Pontell on what political party different generations vote for and why". Talk Radio News Service. October 30, 2006. Archived from the original on September 11, 2011. Retrieved December 7, 2008. https://archive.today/20110911013454/http://talkradionews.com/2006/10/talk-radio-news-service-interviews-political-analyst-jonathan-pontell-on-what-political-party-different-generations-vote-for-and-why/ ↩

  22. Aguilar, Louis (December 2000). "Many in the 35-46 Age Bracket Identify with 'Generation Jones'". Denver, Colorado: The Denver Post. http://www.accessmylibrary.com/coms2/summary_0286-6452129_ITM ↩

  23. Generation Jones discussion on CNN day before ElectionDay'08. YouTube. January 15, 2009. Retrieved September 19, 2015. https://www.youtube.com/watch?v=Z7vbsVu75do ↩

  24. Generation Jones conversation on Canada's most popular national TV talk show. YouTube. February 27, 2009. Retrieved September 19, 2015. https://www.youtube.com/watch?v=ZBk1GZ747F8 ↩

  25. Ollivier, Debra (December 15, 2011). "So You Think You're A Boomer? Think Again". The Huffington Post. Retrieved February 10, 2014. http://www.huffingtonpost.com/debra-ollivier/gen-jones_b_1149703.html ↩

  26. Campanelli, Melissa (September 20, 2007). "How to Reach 'Generation Jones' Online". eMarketing & Commerce. Archived from the original on December 13, 2019. Retrieved July 9, 2009. https://web.archive.org/web/20191213193139/http://www.emarketingandcommerce.com/content/how-reach-generation-jones-online ↩

  27. Wells, Ellen C. (September 2005). "Keeping Up With The Jonesers" (PDF). Today's Garden Center: 44–45. Retrieved July 9, 2009. http://www.flowerink.com/pdfs/GardeningThruAges_Jones.pdf ↩

  28. Green, Brent (2006), Marketing to Leading-Edge Baby Boomers, Paramount Market Publishing, ISBN 978-0-9766973-5-0 978-0-9766973-5-0 ↩

  29. Welch, Jim; Bill Althaus (2007). Grow Now. The Growth Leader, Inc. p. 204. ISBN 978-1-934144-02-2. 978-1-934144-02-2 ↩

  30. Stroud, Dick (2007). The 50 plus market. Kogan Page Publishers. p. 314. ISBN 978-0-7494-4939-1. 978-0-7494-4939-1 ↩

  31. "Toops Scoops: Keeping up with the Jonesers". foodprocessing.com. Archived from the original on August 15, 2013. Retrieved September 19, 2015. https://web.archive.org/web/20130815225151/http://www.foodprocessing.com/articles/2003/343.html ↩

  32. "Who is Generation Jones?". Project Britain. Carat UK. Archived from the original on February 15, 2005. Retrieved February 10, 2014. https://web.archive.org/web/20050215211523/http://www.generationjones.co.uk/gen_jones/ ↩

  33. Dutta, Kunal (January 23, 2006). "Carat taps into singleton spending". MediaWeek. Retrieved February 10, 2014. http://www.mediaweek.co.uk/article/537226/carat-taps-singleton-spending?DCMP=ILC-BETASEARCH ↩

  34. Page, Clarence (October 22, 2008). "Generation Jones is in play". Chicago Tribune. Archived from the original on December 1, 2008. Retrieved December 7, 2008. /wiki/Clarence_Page ↩

  35. Fenn, Peter (October 23, 2008). "Why the 'Generation Jones' Vote May Be Crucial in Election 2008". The Hill's Pundits Blog. Archived from the original on January 30, 2009. Retrieved December 7, 2008. https://web.archive.org/web/20090130012949/http://pundits.thehill.com/2008/10/23/why-the-%E2%80%98generation-jones%E2%80%99-vote-may-be-crucial-in-election-2008/ ↩

  36. "Press Release: Generation Jones is driving NZ Voter Volatility". Scoop Independent News (NZ). September 13, 2005. Archived from the original on March 14, 2007. Retrieved February 18, 2007. https://web.archive.org/web/20070314041147/http://www.scoop.co.nz/stories/PO0509/S00161.htm ↩

  37. Rowan, David (May 2005). "A guide to electionspeak". Archived from the original on April 7, 2007. https://web.archive.org/web/20070407011729/http://www.davidrowan.com/2005/05/times-op-ed-guide-to-electionspeak.html ↩

  38. "Key to election is 'keeping up with Joneses'". epolitix.com. Archived from the original on October 13, 2008. Retrieved September 19, 2015. https://web.archive.org/web/20081013223238/http://www.epolitix.com/EN/News/200504/85503c19-df76-48ab-a2fb-3ef731c1459a.htm ↩

  39. "Pollster says Generation Jones tipped election for Bush". publicradio.org. December 9, 2004. Retrieved September 19, 2015. http://minnesota.publicradio.org/display/web/2004/12/09_genjones2/ ↩

  40. Page, Clarence (October 22, 2008). "Generation Jones is in play". Chicago Tribune. Archived from the original on December 1, 2008. Retrieved December 7, 2008. /wiki/Clarence_Page ↩

  41. Fenn, Peter (October 23, 2008). "Why the 'Generation Jones' Vote May Be Crucial in Election 2008". The Hill's Pundits Blog. Archived from the original on January 30, 2009. Retrieved December 7, 2008. https://web.archive.org/web/20090130012949/http://pundits.thehill.com/2008/10/23/why-the-%E2%80%98generation-jones%E2%80%99-vote-may-be-crucial-in-election-2008/ ↩

  42. Paulsen, David (October 26, 2008). "Attention GenY'ers! Talk To Your Parents! Don't Let GenJonesers Vote Against Themselves!". Politics. The Huffington Post. Retrieved December 7, 2008. http://www.huffingtonpost.com/david-paulsen/attention-genyers-talk-to_b_137937.html ↩

  43. Rentoul, John (April 10, 2005). "Introducing Generation Jones voters who hold the key to No 10". The Independent. London. Archived from the original on May 23, 2009. https://web.archive.org/web/20090523163756/http://www.independent.co.uk/news/uk/politics/introducing-generation-jones-voters-who-hold-the-key-to-no-10-482274.html ↩

  44. "Generation Jones Women are Swing Voters". Rasmussen Reports. October 27, 2004. Retrieved September 19, 2015. http://www.rasmussenreports.com/public_content/politics/generation_jones_women_are_swing_voters ↩

  45. Alter, Jonathan (February 11, 2008). "Twilight of the Baby Boom". Newsweek. Retrieved December 7, 2008. /wiki/Jonathan_Alter ↩

  46. Rentoul, John (April 10, 2005). "Introducing Generation Jones voters who hold the key to No 10". The Independent. London. Archived from the original on May 23, 2009. https://web.archive.org/web/20090523163756/http://www.independent.co.uk/news/uk/politics/introducing-generation-jones-voters-who-hold-the-key-to-no-10-482274.html ↩

  47. Derbyshire, David (November 24, 2004). "Generation Jones is given a name at last". The Daily Telegraph. London. Retrieved May 3, 2010. https://www.telegraph.co.uk/news/uknews/1477344/Generation-Jones-is-given-a-name-at-last.html ↩

  48. Boylan, Jennifer Finney (June 23, 2020). "Opinion | Mr. Jones and Me: Younger Baby Boomers Swing Left". The New York Times. ISSN 0362-4331. Retrieved September 16, 2021. https://www.nytimes.com/2020/06/23/opinion/baby-boomers-trump.html ↩