Generation Jones
Encyclopedia
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) 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. 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.
, 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, 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). 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.
Generation
Generation , also known as procreation in biological sciences, is the act of producing offspring....
of people born between 1954 and 1965. The term is used primarily in English-speaking countries
Anglosphere
Anglosphere is a neologism which refers to those nations with English as the most common language. The term can be used more specifically to refer to those nations which share certain characteristics within their cultures based on a linguistic heritage, through being former British colonies...
.
Pontell defined Generation Jones as a distinct concept, referring to the second half of the post-World War II baby boom (1954-1965) Its members are still usually identified with either Baby Boomers or Generation X'ers
Generation X
Generation X, commonly abbreviated to Gen X, is the generation born after the Western post–World War II baby boom ended. While there is no universally agreed upon time frame, the term generally includes people born from the early 1960's through the early 1980's, usually no later than 1981 or...
. Many have children that are in the latter end of Generation Y
Generation Y
Generation Y, also known as the Millennial Generation , Generation Next, Net Generation, or Echo Boomers, describes the demographic cohort following Generation X. There are no precise dates for when the Millennial generation starts and ends, and commentators have used birth dates ranging somewhere...
and earlier part of Generation Z
Generation Z
Generation Z is a common name in the US and other Western nations for the group of people born from the early 1990s through to the present....
.
The name “Generation Jones” has several connotations, including a large anonymous
Anonymity
Anonymity is derived from the Greek word ἀνωνυμία, anonymia, meaning "without a name" or "namelessness". In colloquial use, anonymity typically refers to the state of an individual's personal identity, or personally identifiable information, being publicly unknown.There are many reasons why a...
generation, a “keeping up with the Joneses
Keeping up with the Joneses
"Keeping up with the Joneses" is an idiom in many parts of the English-speaking world referring to the comparison to one's neighbor as a benchmark for social caste or the accumulation of material goods...
” 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.
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 CNNCNN
Cable News Network is a U.S. cable news channel founded in 1980 by Ted Turner. Upon its launch, CNN was the first channel to provide 24-hour television news coverage, and the first all-news television channel in the United States...
, MSNBC
MSNBC
MSNBC is a cable news channel based in the United States available in the US, Germany , South Africa, the Middle East and Canada...
, and the BBC
BBC
The British Broadcasting Corporation is a British public service broadcaster. Its headquarters is at Broadcasting House in the City of Westminster, London. It is the largest broadcaster in the world, with about 23,000 staff...
, 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
United States general elections, 2006
The 2006 United States midterm elections were held on Tuesday, November 7, 2006. All United States House of Representatives seats and one third of the United States Senate seats were contested in this election, as well as 36 state governorships, many state legislatures, four territorial...
and 2004 presidential elections
United States presidential election, 2004
The United States presidential election of 2004 was the United States' 55th quadrennial presidential election. It was held on Tuesday, November 2, 2004. Republican Party candidate and incumbent President George W. Bush defeated Democratic Party candidate John Kerry, the then-junior U.S. Senator...
, and the 2005 U.K. elections
United Kingdom general election, 2005
The United Kingdom general election of 2005 was held on Thursday, 5 May 2005 to elect 646 members to the British House of Commons. The Labour Party under Tony Blair won its third consecutive victory, but with a majority of 66, reduced from 160....
, 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
Clarence Page
Clarence Page is an American journalist, syndicated columnist, and senior member of The Chicago Tribune editorial board.-Early years:...
and Peter Fenn
Peter Fenn
Peter H. Fenn is a Democratic political strategist, consultant, television commentator and owner of Fenn Communications Group, a political and public affairs media firm based in Washington, DC in the United States...
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
United States presidential election, 2008
The United States presidential election of 2008 was the 56th quadrennial presidential election. It was held on November 4, 2008. Democrat Barack Obama, then the junior United States Senator from Illinois, defeated Republican John McCain, the senior U.S. Senator from Arizona. Obama received 365...
of Barack Obama
Barack Obama
Barack Hussein Obama II is the 44th and current President of the United States. He is the first African American to hold the office. Obama previously served as a United States Senator from Illinois, from January 2005 until he resigned following his victory in the 2008 presidential election.Born in...
, 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), David Brooks (The New York Times) and Karen Tumulty (Time magazine). 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.
- Key characteristics: less optimistic, distrust of government, general cynicism.