Scratching the Itch of Generation Jones (712 words)

6. Play to the Jonesers' need to "seize the day." "It's now or never," writes Pontell. "This is a real opportunity for marketers. Jonesers are in a time of reassessment, when they can step back, either consciously or unconsciously, and ask themselves whether or not they are happy with their decisions. It's a chance to get this group to switch brands."