Keep Up – The (British) Jonesers are Here

A social phenomenon known as Generation Jones is captivating the international press, particularly in light of the recent election in the UK. With David Cameron and Nick Clegg entering a new coalition government, the like not seen in Britain since World War Two, their age group is drawing more and more attention.

Individuals in their 40s and 50s are rising to prominence in the field of international business and politics and Generation Jones may explain why.

‘Generation Jones’ is the name given to the group of individuals born after the Boomers – what its creator Jonathan Pontell describes as the “space between the original Glastonbury revellers and the Acid House ravers, between Twiggy and Kate Moss, and between Abbey Road and Wonderwall.”

Born between 1955 and 1967 (in the UK), Pontell places the age range of the ‘Gen Joneser’ between 42 and 55.

The label is becoming more and more relevant as ‘Gen Jonesers’ take on greater roles in our society. Today, US President Barack Obama, French Prime Minister Nicolas Sarkoczy and German Chancellor Angela Merkel all belong to this group and, according to Pontell, are all influenced by its thinking.

The concept of an entire generation thinking and reacting in a similar way is not new. What Pontell argues is that this group in between the Boomers and Generation X have taken on the joie de vivre and spirit of the Boomers while forging their own identity in the new world created by their parents.

Pontell adds: “So who are we? We are practical idealists, forged in the fires of social upheaval while too young to play a part…It arose from our 1960s childhoods. While the Boomers were out changing the world, Jonesers were still school kids – wide-eyed, not tie-dyed. That intense love-peace-change-the-world zeitgeist stirred our impressionable hearts. We yearned to express our own voice.”

More than 25% of all adults in several countries belong to this generation, he claims – a large enough force to wield a great deal of power and bring about a new era in thinking and acting.

When such individuals have power on the national and international level, this concept becomes even more compelling. If this group is said to behave in a similar enough way and bring together the Baby Boomers, Generation X and  Generation 2.0, can it be inferred that this may lead to an age of greater political cohesion?

If our world leaders tend to be within this age group and roughly within the same band of political thinking, perhaps we’re on the verge of witnessing a new revolution, this time in political unity.



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