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The Lost Generation

Keeping up with the Jonesers

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This story appears in the April 2008 issue of Entrepreneur. Subscribe »

When social commentator and consultant Jonathan Pontell coined the phrase Generation Jones for the "lost generation" between and , middle-aged Americans were ecstatic that someone was finally acknowledging them. Until then, people born at the end of the boom were being fed the same products, marketing and ideas as those born nearly two decades earlier. "I didn't fit in either group," admits Pontell. "We came of age during dramatically different eras."

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