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A fairly newly identified demographic group, Generation Jones is described in Wikipedia as follows:

Generation Jones is a term that describes people born between the mid-1950s and mid-1960s. U.S. social commentator Jonathan Pontell identified the existence of this generation and coined the term “Generation Jones” for it.

Generation Jones has been referred to as a heretofore-lost generation between the Baby Booomers and Generation X, since prior to the popularization of Pontell’s theory, its members were included with either the Boomers or Xers. The birth years typically used in the U.S. are 1954-1965, but tend to vary slightly in other countries, usually starting no earlier than 1953, and ending no later than 1968.

The connotations of the name “Generation Jones” include:

• A large, anonymous generation
• The slang term “jonesin’”, which refers here to the unrequited craving felt by this generation of unfulfilled expectations

Online marketers are beginning to understand the important distinctions between the two groups.

• Generation Jones includes 42% of all adults making $100,000 per year
• It’s members represent 26% of all U.S. adults over age 18 vs. 16% for true Baby Boomers
• They’re very comfortable online, making up 41% of all consumers who spend $2,500 online annually
• Jonesers are considered persuadable and receptive to marketing messaging
• They are currently taking stock of their lives, leaving them much more open to experimentation, and to trying out new products and services
• Generation Jonesers tend to be more realistic, whereas Boomers are idealistic
• They tend to vote conservatively while Boomers tend to vote a little more liberal

As the Boomers move on into retirement, it’s becoming more important to target the Jonesers who are at the peak of their careers and earning power.