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
100%
Engaged Activists
Millennials: Born 1979-1996
19%
New Traditionalists
34%
Ambitious Realists
28%
Trail Blazers
20%
Omni Explorers
Gen X: Born 1965-1978
58%
Pragmatic Pathfinders
42%
Homefront Heroes
Boomers: Born 1946-1964
26%
Full Throttles
55%
Smooth Sailors
19%
Compassionate Creatives
Boomers: Born 1946-1964
50%
Tried and Trues
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