Scratching the Itch of Generation Jones (712 words)

By Andrea Syverson

You've heard of "Baby Boomers," "Generation X," and "Generation Y," but have you heard of "Generation Jones"?

Jonathan Pontell, at age 42 a Generation Joneser himself, coined the term to describe the population segment born between 1954 and 1965. A pop culture expert and writer, Pontell describes the terminology this way: "Jonesin'" is a hip, passionate slang word from the 1970s that means a strong craving for someone or something. Our generation has the jones."

In his new book "Generation Jones," Pontell makes a case that his generation deserves to be treated differently from the Baby Boomers, not lumped together with them.

Generation Jones is getting lots of attention these days. Last year, this segment was discussed in major TV, radio and print outlets including The Washington Post, Chicago Tribune, American Demographics, CNN and NBC. Pontell is apparently onto something.

According to Pontell, marketers should be aware that Jonesers currently represent 26 percent of the adult population in America, and they spend $1.4 trillion annually.

In a recent interview, Pontell explains that in order to reach this cohort, you have to scratch the itch of their jonesin'. As a generation, they were given huge expectations during what was considered the height of the post-World War II American confidence and affluence, and then confronted with a dramatically different reality in the 1970s. That left this generation with a key personality trait, a sort of pending, unrequited quality. The more marketers can try to 'scratch that itch' and appeal to Jonesers' underlying dreams, the better.

Unfortunately, many marketers have been blinded by the traditional definitions of Boomers and Xers. It's important to draw the lines where they should be, for more effective marketing.

Just for fun, take a stroll down memory lane and browse www.generationjones.com. You'll find a quick review of some of the defining moments of the past several decades. As Pontell points out, "It's having these same formative experiences during their youth that truly define a generation." Take a glimpse at the list below.

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."

2. Look at their significant "shared cultural moments" and play on the power of nostalgia. Use their music, mementos and icons.

3. Play to their practical side. According to Pontell, "Jonesers don't have quite the same sense of optimism as Boomers do about their financial future and thus marketers should focus their messages on price."

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.

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."

So, how are you planning to talk to Generation Jones?

Andrea Syverson is president of IER Partners, a creative marketing and merchandising consultancy firm. She can be reached at asyverson@ierpartners.com.

A Generation Jones Quiz

1) One song overwhelmingly ended most high school dances across America during the 1970s. Name that tune.

2) A favorite poster among the Joneser kids in the 1960s began, "War is not healthy..." Finish the line.

3) Which actress in what movie inspired the torn sweatshirt, bare shoulder, leg warmer look among Jonesers in the '80s?

4) The 1972 hit song "Love Jones" was parodied the following year by another song that also became a hit. What was it?

5) Jonesers were the first generation of kids with video games. Name the beloved original.