The six MindSets could be organised through other orientations, such as Traditional vs Progressive, Community vs Individual, or Mainstream vs Unique. 

We contrast Content and Aspirational because they show clear differences in how people feel, what media they engage with, and what voices they trust. It is also an especially useful starting point for marketers. It helps identify whether people are more motivated by protecting and deepening what already feels meaningful, or by growth, progress and betterment. This can help brands craft messaging, create products or personalise services that better reflect what people are trying to achieve in life. 

This is how we turn insight into action.