Scratching the Itch of Generation Jones (712 words)

Pontell's advice to marketers can be summed up as follows:

1. Convince this group that your product or service will "scratch that itch" of theirs. Pontell reminds marketers that "one of the Jonesers' main dreams is going beyond the monetary. There's growing evidence that this generation is ready to connect with the dreams they've put on hold."