The name "Generation Jones" has several connotations, including a large anonymous generation, a "keeping up with the Joneses" competitiveness and the slang word "jones" or "jonesing", meaning a yearning or craving. Pontell suggests that Jonesers inherited an optimistic outlook as children in the 1960s, but were then confronted with a different reality as they entered the workforce during Reaganomics and the shift from a manufacturing to a service economy, which ushered in a long period of mass unemployment. Mortgage interest rates increased to above 12 percent in the mid-eighties, making it virtually impossible to buy a house on a single income. De-industrialization arrived in full force in the mid-late 1970s and 1980s; wages would be stagnant for decades, and 401Ks replaced pensions, leaving them with a certain abiding "jonesing" quality for the more prosperous days of the past.