Scratching the Itch of Generation Jones (712 words)

4. Play to their sense of "you deserve it." Pontell explains: "When you market to older generations, it's smart to talk about how they 'earned it'. With Jonesers, it doesn't matter if you earned it or not, you just deserve it."

5. Can you simplify the Jonesers' lives? Tell them how. Can your product or service make the Jonesers' feel like they have more control over their lives? "They are craving this," Pontell says.