Kizer & Bender

Rich Kizer & Georganne Bender are a celebrated team of retail gurus. They are consistently included in the most prestigious lists of top global retail experts, and are often cited among the top international retail influencers. Their popular Retail Adventures Blog is widely read in the retail industry, and they are partners in the important Independent Retailer Conference. They appear on international TV shows as guest experts, and deliver keynote speeches about the retail industry to conferences across the world.

Rich Kizer & Georganne Bender on Gen Jones:
Kizer & Bender have repeatedly underlined the importance of retailing to the unique consumer behavior of Gen Jones in different ways than its surrounding generations. Kizer & Bender have brought up the importance of tailoring retail messaging specific to Generation Jones in media interviews, social media, and in their writing. For example, in November 2022, they wrote: “Half of the Baby Boomers are considered Classic Boomers (68-76), when you see an ad hawking life insurance and reverse mortgages, this is the group they are generally talking about. Many are retired or downsizing, and some are buying second homes. In contrast, are the Boomers who make up Generation Jones (58-67) are very different. In the 60s, while Classic Boomers were doing cool things like hanging out at Woodstock, Gen Jones were kids. Jonathon Pontell, who coined the name as a sarcastic nod to “keeping up with the Joneses”, members of Gen Jones “fill the space between Woodstock and Lollapalooza, between ‘Turn on, tune in, drop out’ and ‘Just say no,’”. Many members of Gen Jones more closely relate to Gen X. Want to make their heads explode? Market to them the same way you market to customers in their late 70s.”

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