Jonesing for My Own Generation
Generation Jones, or “Gen Jones” for short, is a cusp generation sandwiched between Baby Boomers and Generation X. “The term was coined in 1999 by American cultural commentator Jonathan Pontell, who has argued it refers to a distinct generation born from 1954 to 1965" (Wikipedia).
Born in 1961, I clearly belong to this intriguing yet elusive cohort. Until now, I felt a wishy-washy attachment to Boomer milestones like the Summer of Love, Woodstock, and the 1969 moon landing. They were cool, but I wasn’t old enough to internalize them. I was never a Boomer in the first place, though some marketers wanted to label me a “late Boomer.”
As a recovering marketer who studied both demographics and psychographics, I was aghast to learn I had not known about Generation Jones. Our predecessors, the Boomers, supposedly had it easier than we Joneses. We are too young for the 1960s movements but too old for angsty Gen X. “The fact that most people have never even heard of Generation Jones is the most Generation Jones thing about Generation Jones,” The New York Times states.
The name “Jones” has dual origins: “jonesing” (for the unfulfilled promise of post-war prosperity) and “keeping up with the Joneses,” which reflects our competitive or aspirational nature.
This group identifies more with punk, funk, and disco than with Elvis, Buddy Holly, and the Beatles. We are more Brady Bunch than Leave It to Beaver. Check, check, check. We were influenced by post-Watergate cynicism and MTV's rise. We missed Woodstock but embraced Live Aid.
The more I learn about Gen Jones, the more I believe it is legitimate. I simply didn't realize I belonged to it and am late to the party – two distinctly Jonesian traits.
While I recognize that strictly following demographic and psychographic stereotypes can be risky, the basic outlines can still help us understand what drives us.
Above all, the sense of yearning associated with Gen Jones is something I relate to. I just didn’t realize until now that I was yearning for a generation to call my own.
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This is so interesting! After identifying as a millennial my whole life, a few years ago I learned the term “Zennial” which is the micro-generation of those sandwiched between Millenials and Gen Z. 1990-1999. It made so much sense because I felt strong affiliations with each generation but never felt like I fully fit in with either, so I relate to much of what you’re saying here. I love learning about the other micro generations out there!
ReplyDeleteSuch a handsome picture of you...in perfect company with Clooney & Pitt.
ReplyDeleteI've often thought the generational "bands" are pretty wide - so this kind of bridge makes a lot of sense. I am squarely a Gen Xer though!
ReplyDeleteoops that was me above! Signed in now. :)
DeleteBorn in '69 and have never really identified well with Gen X stereotypes, and maybe now I know why. I'm really a late-to-the-party Joneser!
ReplyDeleteYou are both Fabulous and Fierce in any generation Peter!
ReplyDeleteMakes perfect sense to me. I never felt like a Boomer. Born in 1960. Now I know why. Lisa Wallace
ReplyDeleteYou’re officially my favorite and, for sure, the most handsome Generation Joneser. A truly elite title in a generation that had to be explained via Wikipedia. LOL
ReplyDeleteMust be really late to the party. I’m 73 and mourn the fact no one speaks like William Powell and I am usually alone when joining in a Cole Porter song.
ReplyDelete