Aussie Minds is designed to be applied. It gives brands a way to understand which MindSets matter most to their category, what those audiences value, what earns their trust and how they are likely to respond to brands, messages, experiences and innovation.

Each MindSet profile includes practical guidance on emotional context, core tension, trust code, key values, how to show up, customer experience implications, and media and influence guidance.

This means the framework can support targeting, audience strategy, messaging, creative development, innovation, customer experience, behaviour change and brand tracking.