George Anderson

George Anderson is one of the preeminent experts on retailing in the U.S. He is often interviewed about his retail expertise on major media outlets like NPR, CNN and Wall Street Journal Radio. He has held senior management positions at top international retailers. He is the editor-in-chief of RetailWire – retailing’s largest online discussion forum. Each day, its editors post timely retail topics for the commentary of its RetailWire BrainTrust panel of industry experts. The results are virtual round tables of industry opinion and advice covering trends and issues affecting the retailing industry. Over two-thirds of RetailWire’s readers are in top executive or senior management positions, representing a broad cross section of retail channels and the companies that supply them.

George Anderson on Gen Jones:
In 2022, RetailWire’s team determined that the retail industry is not focused enough on understanding Generation Jones consumers. George wrote an essay in December 2022 about Gen Jones titled “Are retailers failing to keep up with the Joneses?” Excerpt: “One thing is certain. Marketing to early or late Boomers in the same manner is likely to fall on a large number of deaf ears. That’s a big mistake considering that Boomers as a total group have an estimated $70 trillion in household wealth, according to the Federal Reserve…Late Boomers (AKA Generation Jones) were kids in the sixties and teens in the seventies when they saw the end of the Vietnam War and the draft, the disgrace of President Nixon, the energy crisis, the Munich massacre and Three Mile Island…No demographic group is monolithic, and this is particularly true of Baby Boomers whose generation stretches nearly 20 years (1946 – 1964).

Along with Anderson’s essay, RetailWire posted this Instant Poll: “Do you agree that most retailers fail to effectively market to classic Boomers and Generation Jones based on their lifestyle differences?” and discussion questions, including: “Do marketers fail to consider the differences between early or classic Boomers and Generation Jones?”

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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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Hermawan Kartajaya

Hermawan Kartajaya is a globally-esteemed Indonesian expert on retailing and marketing. He has developed special expertise in retailing which has made him a sought-after retail advisor to some of the world’s largest retailers. Hermawan was named by the United Kingdom’s Chartered Institute of Marketing on their list of “50 Gurus Who Have Shaped the Future of Marketing.” He is President of the Indonesia Council for Small Business. He provides expert analysis on retailing and marketing on various international TV networks, and has written several bestselling books about these topics.

Hermawan Kartajaya on Gen Jones:
Hermawan has spoken and written about the importance of targeting Generation Jones consumers, paying close attention to their own specific background, experiences, and consumer behavior. In his 2023 book Entrepreneurial Marketing, Hermawan writes about why Gen Jones represents such a lucrative opportunity for retailers and marketers, in part because of the unique current persuadability of Gen Jones customers.

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