Generation Jones – a new opportunity?

Generation Jones were born between 1954 –1965 and are now aged between 39 and 50 years old. New research by Carat into this previously unnoticed group of Britons shows them to be much more than just a demographic or age range.

This group are united by the formative events they shared - from the first moon landing to the Falklands war. These events have profoundly influenced and coloured their philosophies and attitudes to life. Marketers can use the unique research presented here to get closer to this group and make their communications more relevant and effective.

Meet the Joneses – our quantitative research begins to build a picture of this influential generation and just how important an opportunity they represent. Targeting Jonesers – following further insight we create a set of actionable recommendations on how best to talk to this group. Which Jones are you – If you were born between 1954 and 1965 why not discover what kind of Joneser you are by completing our short questionnaire? Jones Timeline – explore our interactive timeline of Joneser events.

Why Generation Jones?

Although first identified as a US phenomenon by American people-watcher Jonathan Pontell, our work is the first investigation of Generation Jones existence in the UK. Carat’s research suggests that the UK Generation Jones is defined by their own formative experiences and play a vital role in British society.

Generation Jones represents approximately 20% or 9.3m of the UK adult population and is an affluent and influential group. They have the highest personal and household income of any generational segment in the UK, spending more than £16bn per year on their credit cards alone. In the last 12 months, Jonesers spent on average £1,000 per person on holidays, bought more wine for home consumption than any other group and spent more than £3,000 on living room furniture.

The learnings presented here really are just the beginning: we have a wealth of insight and information on Generation Jones at our disposal. Please get in touch if you would like to find out more about this approach. Alternatively we’d love to hear your comments – visit our interactive forum to debate Generation Jones ideas and concepts.