Joseph Coughlin

Joseph Coughlin is among the world’s leading experts on aging consumers. The MIT AgeLab, which he founded and runs, is very influential globally. He is the author of several bestselling books about aging populations, and writes regularly on this topic for Forbes and the Wall Street Journal. He is an advisor about aging issues to numerous major corporations, including BMW, Colgate, Kimberly Clark, JP Morgan, Marriott, Johnson & Johnson, and Cartier. He was appointed by President George W. Bush to the White House Advisory Committee on Aging, and is a member of the board of directors of AARP.

Joseph Coughlin on Gen Jones:
In a January 2021 article in Forbes about Generation Jones women, Coughlin wrote: “Sadly, Jenny is not alone. She is part of a larger, seemingly invisible, cohort of women. Women caught in between. That is, women nearing retirement that are uniquely caught by time, life stage, conflicting family roles, and socioeconomic conditions —all contributing to unprecedented uncertainty about their futures…Unlike ubiquitous stereotypical images found on retirement brochures of older Baby Boomers strolling beaches and rolling down bike paths, these women are part of an aptly named, seemingly anonymous, Generation Jones that is still very much working and wanting to work…they are caught in between the demands of younger and older generations. They are likely to be the primary caregiver to a partner or spouse — and almost always — the person relied upon by elderly parents and in-laws. Younger Millennial and Generation Z adult children call these women mother, grandmother, and rely on their advice, care, and often their financial support…After years of raising children, many of these women reentered the job market. Before the pandemic the share of women over 55 years old in the workforce outpaced all other age groups. Going back to work is more than a strategy to make up for lost earnings while raising children or to shore up retirement savings, it is about something more. As Jenny recounts her daughter’s remarks, “[you] can’t just sit home.” While all women face challenges in job market, women Jenny’s age are caught in between the double-whammy of ageism and sexism. Research suggests that women in their later 50s and early 60s are not only victims of sexism and ageism, they are also less likely than men to benefit from laws designed to protect against ageism…Women caught in between find themselves navigating an uncertain future — a future that is likely to be living for another 25-30+ years. They are more than pre-retirees, they are fulcrums of multiple generations. They are spouses and partners. They are mentors and sources of support to adult children and grandchildren. They are caregivers to elderly loved ones. They are vital sources of household income. They are drivers of economic productivity. They are key influencers and consumers. Yet, they are seemingly invisible, even forgotten by some. The needs of women caught in between deserve attention and positive action from industry, government, and families today. Recognizing their contributions, and supporting them, supports us all.”

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Sophie Schmitt

Sophie Schmitt is a globally-respected French expert on aging markets. She is the founder and CEO of the well-known Paris-based Seniosphere Conseil, which “supports major organizations in the development of corporate & marketing strategies directed towards senior and baby boomer markets.” Among the world’s top institutes for the 50+ market, Seniosphere Conseil has a client list which includes some of the largest multinational corporations in the world. Sophie’s advice on these issues has been sought by companies ranging from McDonalds to Coca Cola to Nike. She has also appeared as a guest on various TV networks, including CNN and BBC, and is an expert for the European Commission.

Sophie Schmitt on Gen Jones:
Sophie recognizes the key differences between Generation Jones and traditional Baby Boomers, and has advised numerous corporations on how best to market to Jonesers vis-a-vis these differences. She has also brought up Gen Jones in interviews and on social media. For example, in January 2021, she wrote: “Les Baby Boomers, longtemps considérés comme un groupe homogène, diffèrent beaucoup en terme de phases de vie. Un exemple : la “génération Jones” est encore active et loin des stéréotypes des Boomers retraités qui profitent de la vie.” [Translation: The Baby Boomers, long considered a homogeneous group, differ a lot in terms of life phases. An example: “Generation Jones” is still active and far from the stereotypes of retired Boomers enjoying life.]

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Richard Eisenberg

Richard Eisenberg is the Managing Director of PBS Next Avenue, which is a part of the PBS system that addresses the 50+ population. He was the Executive Editor of Money magazine and the front-page finance editor for Yahoo! He has written two widely-respected books, including How to Avoid a Midlife Financial Crisis.  He was selected for the prestigious 2022 Class of Encore Network Champions, who are honored for their commitment to ensuring that older adults are fully engaged and appreciated in all aspects of our society.

Richard Eisenberg on Gen Jones:
In August 2020, he wrote in Next Avenue: “Is presumptive Democratic vice presidential nominee Sen. Kamala Harris a boomer, a member of Generation X or part of Generation Jones? … Others say Harris is really more of a Generation Joneser, as is Barack Obama (age 59, born August 4, 1961)… a combination of the late or “trailing” boomers who were too young for Woodstock and the early Gen Xers who followed. Pontell says the birth years of Generation Jones go from 1954 to 1965…The name Generation Jones comes partly from the anonymity that the name Jones conveys and also from the slang word “jones” or “jonesing,” which describes a yearning or craving. By that reasoning, members of Generation Jones, who began their adult lives during the rough economic times of the 1970s and had shared the idealism of children of the ‘60s, “jonesed” for better breaks…”

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