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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

Gen Z: Born After 1996 

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100%

Engaged Activists

Millennials: Born 1979-1996

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19%

New Traditionalists

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34%

Ambitious Realists

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28%

Trail Blazers

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20%

Omni Explorers

Gen X: Born 1965-1978

MindBase

58%

Pragmatic Pathfinders

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42%

Homefront Heroes

Boomers: Born 1946-1964

MindBase

26%

Full Throttles

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55%

Smooth Sailors

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19%

Compassionate Creatives

Boomers: Born 1946-1964

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50%

Tried and Trues

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50%

Golden Agers

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 Expert

Colleen Sharp

SVP, MONITOR Analytics

If you would like to learn more about MindBase or speak with an expert, please complete the form below.