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They're not boomers and they're not Gen X, but these consumers are in their prime
They are too young to be baby boomers but too old to be part of the emerging Generation X. Today, they have at last been given a name: Generation Jones. Born between 1954 and 1965, this group, originally named and explored by sociologist Jonathan Pontell, now has more economic buying power than any other living generation. The phrase "keeping up with the Joneses" is taking on a whole new meaning.
Pontell's Generation Jones is the core group of 39-50 year olds that make up the largest segment of what was previously called the baby boomer generation. Named for the slang term "to Jones," or to yearn, they were raised on TV and turmoil. Unlike the older boomer crowd, which is not technologically savvy and is heading for or already in retirement, Generation Jones is active, working, uses the Internet for nearly everything and expects cutting-edge technology and design in their homes.
Their experiences growing up have contributed greatly to their desire for innovation. They watched upbeat, optimistic television like Scooby Doo and The Jetsons and were promised the world, literally, by society. But things didn't quite turn out that way. They also experienced a stock market crash, double-digit inflation and gas lines, These disparate experiences have resulted in a desire for the newest in technology tempered by feelings of obligation to try to make the world a better place. As a result, green design and efficiency are as big with this generation as technological innovation is.