Generation Jones - Cultural, Economic and Political Dimensions

Cultural, Economic and Political Dimensions

Generation Jones has been written about and discussed in newspapers and magazines and on TV and radio shows. Pontell has appeared on TV networks such as CNN, MSNBC, and the BBC, discussing the cultural, political, and economic implications of this generation's emergence.

In the business world, Generation Jones has become a part of the strategic planning of many companies and industries, particularly in the context of targeting Jonesers through marketing efforts. Carat, a European media buying agency, has done extensive research into Generation Jones consumers.

Politically, Generation Jones has emerged as a crucial voting segment in Western elections. In the U.S. 2006 congressional and 2004 presidential elections, and the 2005 U.K. elections, Generation Jones's electoral role was widely described as pivotal by the media and political pollsters. In the 2008 U.S. Presidential election, Generation Jones was again seen as a key electoral segment, and because of the high degree to which its members were swing voters during the election cycle. Influential journalists like Clarence Page and Peter Fenn singled out Generation Jones voters as crucial in the final weeks of the campaign. Numerous studies have been done by political pollsters and publications analyzing the voting behavior of GenJonesers.

The election to the presidency of Barack Obama, born in 1961, plus Republican vice presidential candidate Sarah Palin, born 1964, focused more attention on Generation Jones. Many journalists, publications, and experts have pointed out that Obama is a member of Generation Jones, including Jonathan Alter (Newsweek), David Brooks (The New York Times) and Karen Tumulty (Time magazine).

Key characteristics assigned to members are less optimism, distrust of government, and general cynicism.