The Lost Generation
Keeping up with the Jonesers
When social commentator and marketing consultant Jonathan Pontell coined the phrase Generation Jones for the "lost generation" between baby boomers and Generation X, 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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