Excerpt: “As baby boomers lose their authority and appeal, generational power is shifting one notch down…to Generation Jones…the age cohort that have been living in the shadow of the boomers, now have even more reasons to stake out their own separate identity and values. It’s taken a long time for this rising demographic to be recognized as a distinct generation in its own right…they see the hopeful prospect of a new generation taking over. And in these dark days, they’re hoping against hope that his generation can usher in new, better values to guide the nation….there are enigmas and paradoxes within this generation and its fans. They respond to Biblical imagery, but they’re not dogmatic in their faith. They value traditional notions of family but see men and women as equals in parenting. They go back to older American values — civility, community, responsibility — yet keenly embrace technology and use the Internet naturally…For marketers and brand specialists…they… are a fast-emerging challenger brand that’s fascinating to watch as it defines itself and attracts fans….Brand attributes once seen as disadvantages — living in the shadow of boomers, a lack of major formative experiences, no “heroic” narrative — have turned out to be advantages as the boomer brand loses its sheen.”
