MindSets are designed to be relatively stable. They are not mood states, life-stage moments or short-term attitudes. They reflect a kind of ‘mental operating system’.

The framework is based on deeper patterns in how people see the world, make decisions and relate to change, trust, community, identity and progress. While people’s circumstances, opinions and priorities can shift over time, their underlying MindSet is intended to provide a more durable view of what motivates them.

This makes AussieMinds useful as a long-term audience framework, rather than a point-in-time snapshot.