The Aussie Minds framework cuts across age, income, gender and life stage. Every MindSet includes Australians across the age range, though some segments do skew younger or older. For example, the Chasers skew younger and the Keepers skew older, but neither segment is defined by age alone.
That is the point of the Aussie Minds framework. Demographics help show who people are on paper. MindSets help explain how they see the world, what they value, what earns their trust and how they respond to brands.