Excerpt: “Generation Jonesers are the holy grail of political targeting. This is because they are more likely to vote than younger people but are more persuadable than older groups…they may have Britain’s political future in their hands…They have two defining features: they tend to have more money, being at the peak of their career earnings; and they are “persuadable”, because they are not as fixed in their preferences as older people. That combination is a magic formula…What makes Jonesers attractive to the marketing industry also makes them important to political campaigns… After health, taxation is more of an issue for them than for any other group. This is the age group under most financial pressure, having to provide for children and worry about their own retirement. And because they mostly have children, they tend to attach as much importance to education as younger generations”
