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Generation Jones
Three years ago author Jonathan Pontell coined the term "Generation Jones" to distinguish trailing boomers (those born late in the Baby Boom) from early boomers. It makes sense to do so: when it comes to shared attitudes, common history and formative events, those Americans born between 1942 and 1953 share very little with those born between 1954 and 1965. The early group, writes Pontell, had Vietnam and Woodstock; the latter group (Generation Jones) had AIDS and PCs.
Today, in 2003, those in Generation Jones are 38 to 49, and represent the nation's largest adult segment, totaling 53 million. At the peak of their work cycles, they also constitute a lucrative target market. According to Scarborough Research, last year Jonesers accounted for 26% of US population, but also:
* 40% of adults with household income of $100,000 or more;
* 37% of those who paid $35,000 or more for a vehicle;
* 45% of those who installed a pool or spa;
* 40%+ of those who traveled on business;
* 40% of those who spent more than $2,500 online.
What distinguishes Generation Jones consumers from other demographic cohorts? According to Pontell, they are highly judgmental of products, services and brands; easily dissatisfied; ready and willing to experiment; and constantly reexamining their choices. They represent both a great opportunity and a great challenge to marketers. They are a conundrum - idealistic and cynical at the same time - but if there's one unifying theme, it's their supreme interest in getting more out of life.
Urban Tribes
The demographic cohort coming right after Gen. Jones are often called Gen Xers, or Baby Busters (having been born during the low-birth-rate years between 1966 and 1978). This is the generation that grew up at a time of...