You’re right! I completely passed over the proverbial Lost Generation. I’ve done a bit of research and the discussion is not complete without including this very influential generation.

The term Generation Jones was called into being by cultural historian Jonathan Pontell to describe the group of people born between 1954 and 1965. Their attitudes and values tend to reflect a mixture of the idealism of the 60′s with the pragmatism and materialism of the 80′s. Think “Keeping up with the Joneses” and “jonesing” for something more.

Caught between the Baby Boomers and Generation X, The earliest Jonesers were influenced by the sexual revolution and would remember the assassination of President Kennedy, Martin Luther King Jr. and Bobby Kennedy. Some would have served in Viet Nam or have strong memories of the conflict. Later Jonesers would have no memory of these events, coming of age in the early 80′s. They could have been the first Yuppies, contributing to the materialism of the time. Growing up through the late 60′s and 70′s in an atmosphere that created a strong desire to change the world, most “Jonesers” entered adult life, in Pontell’s words, “with huge expectations” of a world of peace and love. Instead they were confronted with a more materialistic time and would put aside their idealism to seek financial security in the workplace.

Jonesers are a self-reliant bunch. They are idealistic but cynical, resulting in attitudes grounded in realism. They prefer measureable results, therefore communication and feedback are key. However, they are refreshingly open to suggestions and change. Interestingly, once Jonesers are financially secure they tend to rediscover their idealism, typically around mid-life. They crave (“jones” for) a more balanced lifestyle that incorporates time for personal expression and family. They become concerned with the specific responsibilities surrounding their work life for all family members, especially time involved and anticipated outcomes. Like GenX, retaining them requires added flexibility and respect for their personal time.

Interesting Facts: Jonesers were early computer pioneers (Steve Jobs and Bill Gates). They represent about a third of all Internet users. They have emerged as a crucial voting segment in Western politics, and many of the major corporations and corporate structures of today are due to Gen Jones members.

It is important to distinguish between the post-WWII demographic boom in births vs. the cultural generations born during that era. Generations are a function of the common formative experiences of its members, not the fertility rates of its parents. Many experts now believe it breaks down more or less this way:

DEMOGRAPHIC boom in babies: 1946-1964
Baby Boom GENERATION: 1942-1953
Generation Jones: 1954-1965
Generation X: 1966-1978