Are you a Baby Boomer or Gen Xer who feels like you don’t quite fit in your generation? It could be because you’re really Generation Jones, a member of that group of people born between about 1954 and 1965.
According to Jonathan Pontell, who coined the term ‘Generation Jones,’ research has shown that these individuals have personalities, attitudes, and values that distinguish them from Boomers and Xers. “I think Gen Jones plays a particularly pivotal role. It’s arguably the most important demographic for people in this industry to learn about,” said Pontell. After all, he observed, while they may be a bit young for assisted living or even senior communities, there “is going to be a huge wave of these people headed your way;” and the time to start preparing is now.
Who Are The Jonesers?
Generation Jones takes its name from a common, almost anonymous name from the ‘50s and ‘60s, as well as the terms “jonesin,’” meaning craving, and “keep up with the Jones,” two concepts that were popular among kids growing up in the 1970s.
Most Generation Jonesers, unlike Boomers, didn’t have fathers who were World War II veterans, and they didn’t have to deal with a military draft. They grew up with television, and many haven’t lived in a world without a TV. Jonesers were young adults in the go-go ‘80s, but high mortgage rates made it nearly impossible for most to buy a house on a single income. Their music was disco, punk, and new wave; and the concept of free love waned as the AIDS epidemic made headlines.
Gen Jones “has a distinctive personality that is quite different than Boomers and Xers,” said Pontell. If anything, he added, “We are closer to Xers.” One important thing to understand about Gen Jones is that “as children, we were given huge expectations during arguably the height of post-World War II American confidence and affluence.”
Financially, Jonesers assumed they would do at least as well as their parents financially. “We turned our eyes to future with sort of a new, improved American dream,” Pontell said, that wasn’t just about money and financial security. “Our dream was more reflected in the zeitgeist of self-fulfillment and self-realization,” he explained.
While Jonesers grew up with huge expectations, they were confronted with a dramatically different reality as they came of age in the ‘70s and ‘80s with a souring economy and accompanying disillusionment. Pontell said, “We entered the workforce at a difficult time with some of the worst employment options since the Great Depression.” In order to survive, many Jonesers put their dreams on hold and “went first for the cash.” Young Jonesers dreamt of writing the great American novel, traveling the world, or doing great humanitarian things, but they put these things off and hoped to revisit them some day.
Gen Jones and Long Term Care
While Gen Jonesers may not be looking at assisted living for themselves, many of them are decision makers for their parents. As a result, providers need to appeal to these individuals in their marketing and amenities. “Providers need to be effective at selling Gen Jones children on why their parents should choose their facilities,” Pontell said. They will want communities that offer both quality of life and security. For instance, many will want to know what will happen to their loved one if they are no longer able to afford monthly fees. Jonesers will be counting on technology to keep in touch with their loved ones in assisted living or other setting, so they will be looking for a robust digital presence. As they value authenticity, they will be viewing websites critically. Instead of stock photos, said Pontell, consider using images of actual residents and staff.
For themselves, Gen Jones is likely to be attracted to communities that are more like a college campus, a place of growth and learning where they can explore things they’ve always wanted to. Pontell suggested that they are going to want to more amenities than are typically offered and won’t be satisfied with the same old same old.
“Our generation is going to be challenging for people in this industry because of how fiercely independent we are,” said Pontell. This stems from the fact that this was the first generation of latch-key kids and many were children of divorce. “This is fundamentally different than previous generations, including Boomers,” he said. As a result, they will be “less than enthusiastic” about going into an assisted living community or similar setting. To attract these individuals, it will be important to emphasize how they will be able to maintain their independence and what technology and other supports will enable this.
At the same time, said Pontell, “The nature of Gen Jones is such that it that it's going to be much more effective with them to create a more cooperative business model where the residents help determine what's going on, where you ask them what they want, and then you create more of a horizontal than a linear style analogous to the ‘it takes a village’ model.” It is important for providers to embrace this concept, he noted, as Jonesers are going to demand customization and personalization. The one-size-fits-all approach “is just not going to work with Gen Jones.”
Words Matter
Marketing/promotional words and phrases that were particularly effective with older generations won’t work with Jonesers, Pontell said. For instance, “You earned it” is a phrase that has been used effectively with the generations that grew up during the Depression and World War II. Gen Jones, on the other hand, “has a sense of entitlement,” so “you deserve this” is more likely to resonate with them. He explained, “We feel that we deserve things, and this messaging appeals to us.”
Generation Jones is more reachable, more persuadable today than they were 15 years ago, said Pontell, and there is a lot of data to support this. “They are changing brands and open to trying new things, so it’s a good opportunity for people who are trying to sell them things,” he suggested. However, he stressed that Jonesers are much more skeptical than Boomers so it will be important to win their trust. This means, for instance, not just telling them that the food is good but inviting them in for a meal. Instead of telling or even showing them how good the amenities are, invite them to spend the day or a night and experience things firsthand. “It will be really important to communicate with them in transparent and authentic ways.”
Joanne Kaldy is a freelance writer and communications consultant based in New Orleans.