The Forgotten Powerhouses
Why a local luxury magazine is the perfect platform to connect with Gen X, Generation Jones, and Baby Boomer women, who represent a powerful and discerning demographic shaping the future of local business.
by Deborah Gaylord
Never underestimate the power of a woman who has lived a full life.
Generations are shaped by history, culture, and the rhythms of everyday life. What unites them? What sets them apart? And how do those early experiences continue to shape the way they live, shop, and connect today? These questions have always fascinated me. So I took a closer look at the research, and how St. Johns WOMAN Magazine, although for every woman in every generation, is going to reach Baby Boomers, Generation Jones, and Gen X in ways that feel both uniquely modern and deeply personal.
In the rush to capture the attention of Millennials and Gen Z, many small businesses overlook the generations who quietly yet powerfully shape the marketplace: Baby Boomers, Generation Jones, and Generation X. In St. Johns County, our current population is 334,298*, and of this, 112,000 are 55+.† As we step into 2026, these women represent not just influence but immense purchasing power, loyalty, and the rare ability to span traditional and digital media with ease. For businesses seeking growth, ignoring them isn’t just shortsighted, it’s costly.
The Enduring Boomers
Baby Boomer women, now in their 60s and 70s, are far from being left behind by the digital age. They value comfort, reliability, and brands that have earned their trust. These women consume traditional media, such as magazines, newspapers, and television, at higher rates than any younger group, and they respond to content that is credible, beautifully designed, and easy to connect with. At the same time, they are active online, particularly on Facebook, where they follow local news, community updates, and family life. For them, a luxury magazine rooted in their own community feels like a natural extension of their world: tangible, thoughtful, and deeply personal.
The In-Between Generation Jones
Born between 1954 and 1965, Generation Jones women occupy a fascinating middle ground between Boomers’ optimism and Gen X’s pragmatism. Often overlooked, this cusp generation is highly tech-savvy and straddles both worlds: they stream, scroll, and swipe with ease, but still treasure the tactile experience of a beautifully bound magazine. They are at a stage in life where personal enrichment, self-care, and legacy matter, and they have the means to invest in these pursuits. Many are leaders in their industries, running businesses of their own or holding senior positions. For them, authenticity is everything. Glossy ads only work when paired with real substance. A magazine that blends storytelling with elevated design captures their attention—and their loyalty.
The Pragmatic Gen X
Gen X women, now in their 40s and 50s, are the original digital pioneers. They grew up with analog, adapted to digital, and now move seamlessly between the two. Pragmatic by nature, they are highly discerning consumers who seek value, quality, and honesty. They are often the decision-makers not just for themselves, but for two generations at once, with children and aging parents, giving them enormous influence. They spend thoughtfully, but they spend big on what matters: travel, wellness, home, beauty, and education. For them, an ad in a luxury lifestyle magazine doesn’t feel like marketing—it feels like discovery. The long shelf life of a beautifully designed publication allows them to linger, dog-ear pages, and return to businesses that spark their interest.
“For small businesses, the takeaway is clear: Boomers, Jones, and Gen X are not passive readers. They are engaged, affluent, and highly responsive to brands that speak to them with respect and sophistication. ”
Why Local Luxury Media Works
For small businesses, the takeaway is clear: Boomers, Jones, and Gen X are not passive readers. They are engaged, affluent, and highly responsive to brands that speak to them with respect and sophistication. Digital alone won’t reach them; nor will traditional media on its own. The true power lies in a hybrid approach: elevated print that sits proudly on coffee tables, paired with elegant digital touchpoints that extend reach and spark conversation.
“Love Where You Live” isn’t just a motto; it’s a strategy. A luxury magazine rooted in community provides businesses with the perfect platform to connect with these powerhouse generations, offering something digital cannot: trust, longevity, and the luxury of time. In a world of endless scrolling, the turn of a page still has magic, and for Boomers, Jones, and Gen X, it’s the kind of magic that drives action.
* Statistical information for this article was found in The St. Johns County 4th quarter Economic Overview report (Q-4 2024).
† Information about current population was also in the report cited above.