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
Millennials: Born 1979-1996

17%
New Traditionalists
30%
Ambitious Realists
30%
Trail Blazers
23%
Omni Explorers
Gen X: Born 1965-1978

60%
Self Actualizers
40%
Enduring Independents
Boomers: Born 1946-1964

23%
Full Throttles
53%
Smooth Sailors
18%
Compassionate Creatives
Matures: Born Before 1946

50%
Tried and Trues
50%
Golden Agers
MindBase can help you achieve growth
Apply Kantar’s ready-made segmentation to rapidly define 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
Colleen Sharp
VP, MONITOR Analytics
Phoebe Roer
Senior Consultant, MONITOR Analytics
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