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Understanding Generations: The Case for Generation Jones and Modern Marketing Insights

This piece explores the concept of generational classification, particularly through Jonathan Pontell’s “Generation Jones,” which challenges the traditional Baby Boomer classification. By distinguishing between demographic birth years and shared formative experiences, it highlights the importance of understanding psychographics over mere age. The article debates whether traditional generational definitions still hold relevance today, suggesting that marketers might benefit from focusing on lifestyle, life stage, and health instead. Gain insights into how these classifications impact market segmentation and customer understanding.

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Understanding Generations: The Case for Generation Jones and Modern Marketing Insights

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Presentation Transcript

  1. Generational Divide By Alison Stein Wellner

  2. A Generation Defined • Webster’s: “a category of people born and living contemporaneously.” • Marketers: “a group of people who share the same formative experiences”’ • Year of birth is commonly used by demographers because it is: • Easy to measure • Does not change with income, geographical region or marital status

  3. Jonathan Pontell’s “lost” generation:Generation Jones • Traditional Baby Boom too wide (1946-64) • According to Pontell, • Boomers = 1942-1953: Vietnam & Woodstock • Generation Jones = 1954-1965: AIDS & PC’s • “Generation Jones is an accurate realization that the Baby Boomers are really not a homogenous group.” • “It’s just a blatantly inaccurate way to determine who a generation is, to base it on something as random as birthrate.”

  4. American Demographics Jonathan Pontell

  5. The Other View: Size Does Matter • Birthrate = best indicator of what economy will look like in the future • ie. Diaper Company • Boomers share child-centric upbringing and value individuality, youthfulness, and respect for knowledge. • By creating Generation Jones, Pontell is acting just like a Boomer himself, by demonstrating self-absorbing tendencies

  6. Age Defying Classification • Generation vs. Psychographics • Market Size vs. Attitudes • “The new measuring stick…will by lifestyle, life stage, and health stage more than generation” • Niche Generations – increasingly smaller groups that share common experiences • “Generation Jones simply puts a sliver of the Baby Boom under a psychographic microscope”

  7. The Great Debate • Are traditional ways of looking at generation still meaningful in the world today? • What is the ideal method of segmentation? • What does this all mean for marketers who seek a deeper understanding of customers?

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