MindBase ™
Generations Matter and Why That’s Important
Age alone does not determine how and why people act at a certain lifestage. Generation does.
These mindsets, cured by the shared experiences while the generation came of age, have demonstrated staying power throughout their lifetime.
But generations are not monolithic. And so we created MindBase™, to identify unique consumer segments and the attitudes and values that bind them as a generation but set them apart as individual cohorts.
MindBase™ Segmentation
12 unique segments aligned to their generation, but with specific mindsets and priorities that identify unique cohorts within their generation. Built from the U.S. MONITOR and linked to 270MM U.S. adults, we can connect these segments to your markets, your CRM database and digital platforms.
Gen Z
Born After 1996
100%
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
20%
New
Traditionalists
“I am an old soul trying to do well by my family.”
37%
Ambitious
Realists
“I want to have it all, but is it too much for me to handle?”
25%
Trail
Blazers
“I like to stay one step ahead of the crowd and am not afraid to take some risks to get there.”
18%
Omni
Explorers
“I am a free spirit who will fight for a better world!”
Gen X
Born 1965-1978
58%
Pragmatic
Pathfinders
“My life is in my hands; I set the bar and I’m going to make the most of it.”
42%
Homefront
Heroes
“Home is where the heart is.”
Boomers
Born 1946-1964
22%
Full
Throttles
“My schedule is busy and booked for the years ahead—but that’s how I like it!”
59%
Smooth
Sailors
“I’ve made it! Now I’m enjoying life in the slow lane.”
20%
Compassionate
Creatives
“I hope to inspire a better world through my positive actions.”
Matures
Born Before 1946
47%
Tried
and Trues
“Low risk has kept me safe and secure, but I pray for everything to go back to normal soon.”
53%
Golden
Agers
“Life begins at the end of your comfort zone.”
MindBase can help you achieve growth
Apply Kantar’s ready-made segmentation to rapidly divine your target segments for the greatest long-term growth, inform your strategic and tactical initiatives and accelerate your marketing ROI by integrating into your research and CRM systems.
Our Experts
Daphane Tan
Consultant, MONITOR Analytics
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