If you’ve never heard the term “Generation Jones,” you’re not alone. Yet millions of Americans born roughly between 1954 and 1965 are increasingly embracing the label as a better reflection of their experiences than “Baby Boomer” or traditional senior classifications. The term was coined to describe a group that grew up after many of the defining events associated with older Boomers, and before the cultural rise of Generation X. Many members of Generation Jones say they feel overlooked when lumped together with older generations whose life experiences were dramatically different. As media outlets, marketers, and researchers take a closer look at this unique cohort, Generation Jones is finding its voice and reclaiming its identity.
