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Generation Jones refers to the cohort born between 1954 and 1964, situated between the Baby Boomers and Generation X. The name "Generation Jones" was coined by cultural commentator Jonathan Pontell in the late 20th century.

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Though typically lumped in with the Baby Boomers due to their similarly high birth rates, Generation Jones is its own distinct cohort. They are often called the "anonymous generation." Unlike Boomers, who were shaped by the Vietnam War and the Civil Rights Movement, or Generation X, who grew up alongside the rapid rise of technology, Generation Jones lacks a single defining event that unifies and shapes their identity. 

Redefining wellbeing in the shadows of Boomers and Gen X

Health and wellbeing is especially important for Gen Jones, though for different reasons than their adjacent cohorts.

 

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Wellbeing includes sustainability across generations

Regardless of generation, wellbeing is more than just about ‘me’ with 40-55% aware of specific ways that sustainable practices contribute to their wellbeing. Generation Jones stands out by incorporating both small, everyday contributions plus focus on long-term solutions.

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Balancing living within their means with contributing to a greater good

Gen Jones stand out on sustainability efforts that allow them to live within their means, permitting them to enjoy a lifestyle that fits their personal goals (i.e., simplistic, travel/experiential focused) while still feeling good about their contributions to a greater good.

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Savvy technology users

Gen Jones tends to look for more interactive ways to improve their wellbeing via social connections or wellness tracking, aligning more with their younger counterparts GenX on wearables. When it comes to FinTech, Gen Jones and its fellow cohorts are slower to adopt.

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Talking to Generation Jones 

The wellness distinctions between Gen Jones and their cohort bookends provide brands an opportunity to optimize their communications.Generation Jones Graphics (8)

 

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