and privileges available to them that were seemingly abundant to older Boomers. Therefore, there is a certain level of bitterness and "jonesing" for the level of doting and affluence granted to older Boomers but denied to them. The term has enjoyed some currency in political and cultural commentary, including during the 2008 United States presidential election, where Barack Obama (born 1961) and Sarah Palin (born 1964) were on the presidential tickets. Cultural, economic, and political dimensions While charismatic leaders like John F. Kennedy and Martin Luther King Jr. inspired millions of older Boomers to work for — and witness — positive social change, younger Boomers were in preschool or not yet born. The Woodstock pop festival (1969) was a defining moment for older Boomers; younger Boomers have few memories from before the Watergate scandal (1972–1974) and the cultural cynicism it begat. While in high school, members of Generation Jones had a distinct feeling of having just missed the real hippie era. Many came of age during the 1970s and early 1980s. They shared similar pop culture and MTV with Gen X'ers. They were young adults navigating the workforce in the 1980s and 1990s but still felt the 2008 economic crisis. This hit them hard because they had to help and advise their older Millennial children while also providing for their older Gen Z kids. Generation Jones has been covered and discussed in newspapers, magazines, TV, and radio shows. Pontell has appeared on TV networks such as CNN, MSNBC, and BBC, discussing the cultural, political, and economic implications of this generation's emergence. In the business world, Generation Jones has become a part of the strategic planning of many companies and industries, particularly in the context of targeting Jonesers through marketing efforts. Carat UK, a European media buying agency, has done extensive research into Generation Jones consumers. Politically, Generation Jones has emerged as a crucial voting segment in US and UK elections. In the U.S. 2006 congressional and 2004 presidential elections, and the 2005 U.K. elections, Generation Jones's electoral role was widely described as pivotal by the media and political pollsters. In the 2008 U.S. Presidential election, Generation Jones was again seen as a key electoral segment because of the high degree to which its members were swing voters during the election cycle. Influential journalists, like Clarence Page and Peter Fenn, singled out Generation Jones voters as crucial in the final weeks