Generations make good headlines. Alphas, Gen Z, Millennials, Gen X and Boomers can be useful shortcuts, but they often make people seem more alike than they really are. 

A BBH Labs study found that Orangina drinkers had stronger group cohesion than Gen Z. A fizzy orange drink creating more commonality than a generation tells us something worth listening to. 

Life stage gets us closer. It can help us understand what people might need at a particular moment in time. But how those needs are met depends on a person’s journey: what came before, what they are carrying now and what they imagine comes next. 

Aussie Minds goes beneath generations and life stages to understand what people value, trust, resist and respond to – revealing the motivations and orientations that shape how they think, choose and behave.