Keeping Up With The Joneses

By Maria Elena Duron

Multi-Cultural Networking Editor

If you’re thinking that this might be a title of a new reality TV show (similar to Keeping up with the Kardashians), think again. In fact, I am actually referring to the “Lost Generation” better known as Generation Jones. You’ll be surprised to know that aside from Generation X, there’s another generation that sprang post World War II. So how do we keep up with them? The best thing to do at this point is to really get to know them.

Meet Generation Jones: the largest adult generation in the US with serious spending power. This generation refers to those people who were born in the US (or UK) between 1954 to1965. So how exactly did they become a lost generation? Before American social commentator Jonathan Pontell discovered about the Jonesers, they are either classified as Baby Boomers or members of Generation X. But then again, Pontell made a good point that they are too young to be a Boomer and too old to be an X-er. He found that they are not as idealistic as the Boomers and not as cynical as Gen X-ers. Pontell believes that this generation that put their idealism on hold has achieved financial security and is rediscovering their idealism as they enter middle age. This is maybe due to the fact that they rode on to the lingering promises given to the Boomers before them and then a new world came as did sizable disappointment.

Why Jones? It’s not like Pontell can’t think of a cool name to call this group. Actually, the name originated from the word “jonesing” or from the phrase “keeping up with the Joneses.” This is because this generation tends to yearn or crave for a better life while having many unrealized expectations. Raised on TV and turmoil, they inherited a good economy that later on turned sour. They are also the kind of people who care about their relative standard of living in relation to their societal peers especially in terms of acquiring material goods. In the book Generation Blend by Rob Salkowitz, he described this generation as a generation that “share many of the values and assumptions of their elders but came of age under somewhat different historical circumstances. Too young to participate in the Civil Rights marches of the early 60s, experience the Summer of Love or Woodstock firsthand, or to be subject to the draft, young American Boomers reached their late teens in a period of cultural exhaustion and drift. They were still products of the postwar consumer culture, still optimistic and full of high ideals, but they arrived at the big party just as it was heading into its weird late-night mode.”

How do you know if you’re a member of this cohort? Some people don’t even know that they’re a part of Generation Jones. If you grew up watching Twister and The Brady Bunch until Watergate interrupted them, then you are most likely a Joneser. During a typical Gen Jones’ formative years, they’ve must have seen Neil Armstrong step on the moon, the fall of Saigon, the Missile Crisis, hyper-inflation, as well as how Oswald was shot on live TV. They are also the first ones who can’t recall not having a television at home or going to a disco. They are also techno-savvy, having played Pong (their first video game) and owned (or at least desperately wanted) a Sony Walkman. The Jonesers have a wallet-full of credit cards and they were happy (before the bills arrive). About 1/3 of internet-users in America are actually members of Generation Jones. It was said that they are the early computer pioneers like Bill Gates and Steve Jobs. The fact that they are internet-savvy makes them an extremely powerful market to technology industries. They have the skill to use the latest gadgets, the yearning of not being left out in terms of accumulation of material things, plus the spending power to boot.

The Jonesers at work. According to Gen X innovator Dr. Scott Mills, they were perhaps the “First Yuppies.” “The Jones’ have a very different way of viewing the world. They were a little too late for the great expectations; we can change the world, attitude of the Boomers. And a little too early for the crushing sense of being completely powerless in a world gone mad that X-ers inherited. So they are the roll of your sleeves folks who have been described as practical idealists.” Aside from this, inflation and recession are not exactly new or foreign words to them. Since they’ve known about these hardships, this turned them into practical people who wanted to see measurable results. Finally, while Boomers are starting to retire, Jonesers are expected to work until they are about 70 years old.

Generation Jones and Politics. One of the things that people talk most about Generation Jones is how they played a big role in politics. An article from the Huffington Post mentioned about how the Jonesers, “unlike Xers, embrace the 1960s' idealism and beatified its heroes, while both generations view of government is colored by Watergate and Washington gridlock. As a result, Jonesers adopted a less ideological and more nuanced approach to politics than Boomers and this has made them key swing voters in the last few elections. In general, Jonesers have rewarded candidates exuding confidence and decisiveness but have punished the timid.” Aside from this, the Jonesers are thought largely responsible in the US for the election and re-election of President George W. Bush, but also for the 2006 turnaround when voters successfully elected a Democratic majority Senate and House of Representatives. Barack Obama, another member of this lost generation, has shown one distinctive characteristic of a typical Joneser – someone who wants change from your not-so-typical kind of politics. Jonesers are more likely to vote for a candidate out of their political party if they want change.

This generation has proven that they are not truly a lost generation. Instead, they’ve made their presence known in the internet, heard in the world of politics, and of course, seen by their ability to pay for their luxuries. Apart from their craving to belong, it is also important to take note that they are media and culture savvy. With this in mind, they’ve become attractive targets, not only by political parties, but employers and advertising hooks as well. As Steve Kebler, founder of Kleber & Associates Marketing and Communications (K&A) puts it, “Now that they are all grown up and have accepted that life is (or at least seems) more complicated than it was for their parents, they expect the same comfort level from you that they get from their media-inspired memories of childhood.” So if you want to get a Joneser’s attention, you better be on the internet or at least have seen a couple of Brady Bunch episodes.

Maria Elena Duron is chief buzz agent and inspiring identity coach of buzz to bucks-a personal branding firm.

To claim your FREE gift, Crafting Your On Brand Intro Toolkit, visit her site www.buzz2bucks.com . Join our online growing community of people inspired to develop their identity at www.inspiringidentity.com

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Posted to THE NATIONAL NETWORKER. To subscribe for your free newsletter, go to www.TheNationalNetworker.com. For the complete National Networker Relationship Capital Toolkit and a free RSS feed, go to: http://thenationalnetworkerweblog.blogspot.com.
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Keeping Up With The Joneses

Five Trends for Networking in Canada in 2009

By Kensel Tracy
Canadian Bureau Chief

As I sit here in Ottawa, the Nation’s Capital a few blocks from Parliament Hill and ponder the fact that we will have a white Christmas all across Canada for the first time since 1971, I think about how things have changed in regard to Networking in Canada, over the last three decades. I think the world has changed, but networking and meeting others hasn’t. For that reason, I have identified five networking trends that I think will be important to Canadian networkers in the New Year 2009.

1. More Use of Social Online Networks
Its amazing that social networks online are still growing and in fact getting larger in Canada. It was identified that specific sites like Facebook continue to increase, however new business growth sites like LinkedIn will continue to grow. This site continues to be one of the top networking sites with more and more Canadians joining and will continue to grow along with other major sites. Other sites that are notable in Canada are www.businesspartnerships.ca , www.networkingtoday.ca , www.meettheboss.com, www.eecademy.com. If you are not networking online these days, you should be.

2. Breakfast/ Business Networking Groups Will Continue to Grow
Business breakfast networking organizations in Canada are still growing and seem to have not lost anything in the era of online networking. Groups like Business Network International, Business Over Breakfast (BoB Clubs), Networking Today, Networker$, Business Breakfast Clubs Canada (BBC) are all expanding in Canada. These organizations are all built on the networking and referral model. If you search the internet under business breakfast clubs in Canada, you can find every type of business group holding business and breakfast sessions in almost every city in the country on a variety of topics. So I think that breakfast networking in alive and doing extremely well in Canada and will continue to grow.

3. Small Business will Need to Get Back Out and Meet Other Businesses To Continue to Grow
In tough times, reduced marketing budgets and fewer customers, it will be the smart networker that will win in the market. Networking is still one of the easiest ways to meet a new customer or help your business grow. Networking is actually growing as more business people realise it was something they first did when they started out and now need to do again when things get tough. Online networking combined with getting out to local groups and getting involved in your community is still the way to grow a small business in Canada. Networking in general will continue to grow overall as smart marketers realize that there are hundreds of customers in every network group interested in securing your business.


4. The Use of Direct Mail and Telephone Soliciting for Business will Decrease
With the advent of the Canadian Federal Government’s new “ do not call “ registry for telephone solicitation and the fact that Canadians across Canada can “opt out” of receiving “direct mail” or “junk” mail from Canada Post more and more companies and individuals will need to find more ways to secure additional business. In our new permission-based society, individuals and companies will now need to go meet customers face to face to secure business. Business networking will be identified as one of main components of building a new business growth funnel in 2009 for traditional marketers that used direct mail and telephone solicitation.

5. The Strong and Creative will Still Survive
Networking is all about using what it is you have both internally and externally and relating to people in a variety of different environments. Those that get out of their offices and meet others, join networking groups, offer free advice, help others and build their social capital will be the ones that will survive any downturns in the market.

Customers are still buying product. In fact, those businesses that are still buying are some of most successful people in their business category.

As a networker, you always want to buy from someone that thinks like you. That includes someone that is positive; offers value added services and have a positive outlook on life and on business. Successful networkers then represent the best customers. Those that get out and mingle, meet, greet, offer value, offer free advice, deliver, assist and generally make the world a better place will still survive. In Canada, the strong and creative will continue to help build the country. It will then be in the best interest of every business person to help other businesses grow and that can be done through networking.

So in conclusion, as the snow falls along with the Dow Jones and the TSX, try not to get caught up in the negativity of those moments. As industries try to find ways to change how they do business, your challenge wil be to improve the way you do yours. As a networker, you already know there are a significant number of business opportunities found on every street corner and at every business meeting. Just like there always were and always will be. So just get out and share what it is you have and you will surprised about how much business you can attract. So Network, Network, Network.

We sincerely wish you and your organization all the best for a prosperous New Year of building your network and your business in 2009.


Kensel J. Tracy is the Marketing Coach and is a Senior Partner with the Corporate Coachworkz Inc. a Coaching Company located in Chelsea, Quebec. He is also the new President of Business Over Breakfast Clubs for North America. If you have a news story on Networking in Canada, he can be reached at kenselt@sympatico.ca.
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Five Trends for Networking in Canada in 2009

TNNW, December, 2008, Week 3: "'Tis the Season"

By Adam J. Kovitz
CEO, Founder & Publisher

OK...we know it's been a challenging year economically and things have seemed to be gloomy and dark, yet we are now knee-deep into "Holiday Season". This time of year, despite the "darkness" around us, we find ways to create light wherever possible, hence the various "festivals of light" all over the globe. This is the time of year where we do our best to think of others. If you work in a more corporate setting, you might be delighted to find people behaving a bit more civil despite month-end/year-end pressures. You may find holiday parties and folks bringing in cookies, cakes and other "goodies". In a smaller, more non-corporate setting, you might be getting deluged with holiday cards from friends, family and business acquaintances.

This is the time of year when people turn to giving to those in their networks. It's a great way to show appreciation and continue to build relationship capital amongst those most important to us. So as the festivities begin I wanted to personally wish all our subscribers, our writers and everyone else reading this a wonderful, joyous Holiday Season!

Moving on...

To reiterate last week's note to you, TNNW is undergoing some significant and exciting changes for 2009...

Membership

TNNW is available and will continue to be absolutely no-charge. Starting in 2009, however, TNNW will be offering a yearly membership, which will be a nominal yearly fee - $18/year for an individual membership and $30/year for corporate members. While membership is optional, you will want to join right away (call it our "offer you can't refuse"), as it will include access to members-only services which you won't find anywhere else, including:

1.) Press release, publicity and public relations services - imagine sending up to three of your own press releases to over 20 premium newswire services with an aggregate of over 25,000 national and international publications (online and traditional) all for less than $100/month.

2.) Webinar and broadcast programs - produce your own fee-based webinars!

3.) Custom text messaging programs

4.) Trade and non-bank financing for growing businesses

5.) Post up to one event per week on the TNNW calendar at no additional charge

Plus many more to follow...

We have spent the past several years building a network like no other...membership in TNNW will grant to access to this network and open a whole new door of possibilities to you and/or your business!

Stay tuned for more.

Surveys and Polls

Yes...you've been making your voice known to us! Now you can do it even better with our new site devoted to letting us know what's on your mind. We will also be making your collective opinions be known. Click here to find out more.

New Delivery Options

You mean I can get TNNW articles emailed to me? I can listen to them on the web? I can put all the TNNW articles (and then some) up on to my own website or blog? Click here to find out how!

TNNW Calendar

We have a new calendar and it's open to you! To post your event, send it to info@thenationalnetworker.com (being certain to write "TNNW Calendar" in the subject line of yourmessage). The one-time service fee for posting an event is $5.00, but Members may post one event per week at no charge.

As always, I look forward to networking with you!

- Adam
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Posted to THE NATIONAL NETWORKER. To subscribe for your free newsletter, go to www.TheNationalNetworker.com. For the complete National Networker Relationship Capital Toolkit and a free RSS feed, go to: http://thenationalnetworkerweblog.blogspot.com.
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TNNW, December, 2008, Week 3: "'Tis the Season"