MindBase ™
Age doesn’t determine how people think or behave. Generational experience does. The shared moments that shape each generation at its coming‑of‑age create powerful values that persist throughout life.
Yet generations are far from monolithic. That’s why, drawing on decades of U.S. MONITOR expertise, we created MindBase, a generations‑driven attitudinal segmentation that identifies twelve unique cohorts, each defined by unique traits, motivations, and lifestyle needs.
Meet the MindBase Segments
Gen Z
Born After 1996
Engaged
Activists
“The world is full of challenges and opportunities – and I’m committed to being part of the solution as I bring these issues to the forefront.”
Millennials
Born 1979-1996
New
Traditionalists
“I am an old soul trying to do well by my family.”
Ambitious
Realists
“I want to have it all, but is it too much for me to handle?”
Trail
Blazers
“I like to stay one step ahead of the crowd and am not afraid to take some risks to get there.”
Omni
Explorers
“I am a free spirit who will fight for a better world!”
Gen X
Born 1965-1978
Pragmatic
Pathfinders
“My life is in my hands; I set the bar and I’m going to make the most of it.”
Homefront
Heroes
“Home is where the heart is.”
Boomers
Born 1946-1964
Full
Throttles
“My schedule is busy and booked for the years ahead—but that’s how I like it!”
Smooth
Sailors
“I’ve made it! Now I’m enjoying life in the slow lane.”
Compassionate
Creatives
“I hope to inspire a better world through my positive actions.”
Matures
Born Before 1946
Tried
and Trues
“Low risk has kept me safe and secure, but I pray for everything to go back to normal soon.”
Golden
Agers
“Life begins at the end of your comfort zone.”