Closing The Gap Between Generations Opens a New Target Market for Advertisers
Correctly defining your target audience is one of the most important
steps a marketer can take in developing advertising that works. Many
marketers have focused their efforts primarily on the 25-54 year old
demo, which according to Jonathon Pontell, author of Generation Jones, is a “shotgun approach.”
That
vast age range includes the Boomers, Xers and newly coined, Jonesers -
all of whom want very different things. You’re probably familiar with
the Baby Boomers and Generation X, but the untapped, very lucrative
market we’d like to tell you about is Generation Jones.
What is a Joneser?
What the Urban Dictionary paradoxically defines as “a person that needs, wants, and takes everything all the time,”
U.S. social commentator, Jonathon Pontell refers to as the people of a
lost generation, those between the Baby Boomers and Generation X.
Previously grouped with the Baby Boomer generation of 1946-1965, the Jonesers of “Generation Jones,” are
being described as the second cohort of the Baby Boomers, born from
1955-1965. According to Pontell, they are not as idealistic as the Baby
Boomers, and not as cynical as Generation X.
This disregarded
generation of people has sparked much talk over the last few years,
even filtering into election results. However, Generation Jones has not
firmly established itself into the nation’s speak, and more importantly
in the minds of marketers.
So, as a stereotypical Joneser would put it... what’s in it for me? Or,
how can this information help my business? Well, the first step in
marketing to the Joneser is understanding who they are and what they
want.
Who is a Joneser?
A Joneser is someone born from 1955-1965,
or those who are currently 42-53 years of age. Unlike the primary
Boomers, who came of age in the pinnacle of post-World War II
prosperity and governmental assurance, Generation Jones grew up in a
time of unfulfilled promises. They experienced a loss of confidence in
the government and other institutions with the Watergate scandal, the
fall of Vietnam, President Nixon’s resignation, the energy crisis and
raging inflation to name a few.
This left the Jonesers less
optimistic than the Boomers and uninterested in continuing that
generation’s outward activism. Instead, the Jonesers shifted their
focus to themselves; getting ahead in the workforce, making health and
wellness a priority and of course earning money to buy all the
possessions they were deprived of, or jonesin’ for, in their childhoods.
So, what do they want?
Because the Jonesers feel they have a lot to make up for, they have a tendency to overextend themselves from both a time and spending perspective. They work hard, play hard and crave the biggest and best for both themselves and their children.
Take a look at following list of Jonesers’ primary desires, or more specifically what they want in a product or service.
Convenience:
Anything that allows a Joneser to fit more into one day, with ease is appealing. For example: ready-made meals, drive-thru pharmacies, childcare services and technology that makes life and multitasking easier (like blackberry phones and in-car DVD systems).
Control:
This is something
they strive for in all aspects of life, which is why they’re commonly
labeled as “control freaks.” They want to have choices and price
control in their purchases. For example, they like Web sites that allow
price setting, like Ebay and Priceline, and they actually enjoy
haggling on purchases, like cars. They also want to be in control of
their time and take pleasure in self-service outlets, like U-Scan
express lanes at grocery stores.
Affluence:
They want to show
off their success with big purchase items like large homes, elaborate
in-home gyms, designer clothes, nice cars, etc. Although Generation
Jones is known to have very high spending power, they often spend
beyond their means and are prime candidates for loans and credit cards.
Health & Wellness:
Good
overall health is important to this demo; working-out and eating
healthy meals are key activities. Although, they think combating
problems like high blood pressure and cholesterol are important,
staying fit to look good is just as critical. On that note, it is safe
to say that Generation Jones is not shy when it comes to cosmetic
products and/or surgeries.
Family:
Although this demo is
very hardworking and career-oriented, many are taking some time away
from the business world to re-dedicate themselves to their families.
Therefore, they enjoy family friendly activities that are fun for
everyone. For example, cruise packages that have activities for the
kids and the parents are a poplar travel excursion for this group.
What’s the potential for marketers?
To say there is a lot of
potential to target the Jonesers is an understatement. Not only are
they stereotypically big spenders, but they also make up the largest
adult generation in the U.S. And they’re at the height of their career
earnings, with 30% more disposable income than people in their 20s and
30s (TravelAgent Magazine, June ’06).
The Jonesers are
in search of the good life and are open to buying whatever it takes to
get it. However, because they are very busy, practical and media-savvy,
it is imperative to convey the right message in the right medium.
So, how do we reach them?
Most important, the messages
need to be quick, concise and no-nonsense. According to a number of
researchers, exaggerated claims will go nowhere with this demo, but
nostalgia will. It’s a great way to remind them of what they once were
and are still jonesin’ for - and of how your product and/or service can fulfill that desire.
The Jonesers’ need for convenience and control makes Internet messaging an obvious choice. Their desire to “keep up with the Joneses” makes
this demo early adapters in the tech world, opening up media channels
like You Tube, I-Tunes and MySpace that simply wouldn’t pertain to a
traditional Boomer.
For more on how to craft no-nonsense,
intelligent messages that appeal to Generation Jones and show that your
product and/or service is exactly what they’re jonesin’ for, visit some of the following Web sites:
http://www.jonathanpontell.com
http://www.generationjones.com