Excerpt: “Younger people are quite switchable, but won’t vote much. Older people have a high voting rate, but are not very switchable. Jonesers are in the middle: they’re switchable, but at the same time are quite likely to vote – a powerful combination… They are high earning… and so politically indecisive that they could hold the key…Polling companies in the US argued that Jonesers, particularly women, were the most volatile group in the presidential campaign.”
