Excerpt: “In past campaigns, we could always expect a few newly minted social archetypes to take home. Where, then, are this year’s Mondeo Man or Worcester Woman?…Our one freshly identified demographic with a future is Generation Jones…They are rich, creative and can be persuaded to switch brand allegiance…They’re at the peak of their earning power, thinking of pensions, and the parties have been watching them closely… Generation Jones’s electoral influence gives the term its staying power.”
