---
title: "Mentality"
description: ""
url: "https://www.motivaction.nl/en/mentality"
date: "2026-11-14T22:29:01+00:00"
language: "en-GB"
---

![](https://www.motivaction.nl/images/site-new/mentality/en/basismodel-mentality-wit-en.png) [](#)

### Cosmpolitans (18%)

Critical global citizens who integrate postmodern values of development and experience with modern values of success, materialism and pleasure.

[Read more](https://www.motivaction.nl/en/?view=article&id=3255:mentality-milieu-cosmopolites-em&catid=219)

 [](#)

### Postmodern hedonists (9%)

The pioneers of an experiential culture in which experimentation and the breaking of moral and social conventions have become ends in themselves.

[Read more](https://www.motivaction.nl/en/?view=article&id=3256:postmodern-hedonists&catid=219)

 [](#)

### Impulsive individualists (13%)

The spontaneous consumer whose primary goal is to live a pleasant and comfortable life.

[Read more](https://www.motivaction.nl/en/?view=article&id=3257:impulsive-individualists&catid=219)

 [](#)

### Social climbers (12%)

Career-minded individualists with a strong fascination for social status, new technology, risk and excitement.

[Read more](https://www.motivaction.nl/en/?view=article&id=3262:social-climbers&catid=219)

 [](#)

### Modern mainstream (21%)

The conformist, status-conscious mainstream who balance tradition with modern values of consumption and pleasure.

[Read more](https://www.motivaction.nl/en/?view=article&id=3260:modern-mainstream&catid=219)

 [](#)

### Postmaterialists (11%)

The socially critical idealists who want to develop themselves, take a stand against social injustice and stand up for the environment.

[Read more](https://www.motivaction.nl/en/?view=article&id=3263:postmaterialists&catid=219)

 [](#)

### Traditionals (8%)

The dutiful and decent citizens who cling to traditions, customs and material possessions.

[Read more](https://www.motivaction.nl/en/?view=article&id=3261:traditionals&catid=219)

 [](#)

![](https://www.motivaction.nl/en/?view=article&id=3258:new-conservatives&catid=219)

### New conservatives (8%)

The liberal-conservative social upper class that embraces technological development but is reluctant to embrace social and cultural innovation.

[Read more](https://www.motivaction.nl/en/?view=article&id=3258:new-conservatives&catid=219)

#  Gain insight into the values and lifestyle of your target audience.

Mentality™ has proven to be a better tool for explaining people's behavior than traditional classifications based on age, gender, education, and income.

 ![](https://www.motivaction.nl/media/yootheme/cache/25/abp-257f52be.png?src=images/site-new/mentality/icons/abp.png&thumbnail=75,29,1&hash=75de183a)

 ![](https://www.motivaction.nl/media/yootheme/cache/c4/asn-c4d982f3.png?src=images/site-new/mentality/icons/asn.png&thumbnail=75,14,1&hash=fcb62da9)

 ![](https://www.motivaction.nl/media/yootheme/cache/eb/rijksoverheid-ebddc55c.png?src=images/site-new/mentality/icons/rijksoverheid.png&thumbnail=75,45,1&hash=e78e31c0)

 ![](https://www.motivaction.nl/media/yootheme/cache/ca/rtl-cadf5566.png?src=images/site-new/mentality/icons/rtl.png&thumbnail=75,35,1&hash=2e1384c9)

 ![](https://www.motivaction.nl/media/yootheme/cache/d1/wwf-d19a783b.png?src=images/site-new/mentality/icons/wwf.png&thumbnail=50,75,1&hash=f3444e91)

 [ Contact ](https://www.motivaction.nl/en/contact)

 [![](https://www.motivaction.nl/images/site-new/icons/moti-down-icon.svg)](#next)

Ifyoureallyknowyour target group, youcantailoryour product or service - andthereforeyourcommunicationand marketing approach - as closely as possibletotheexperiences of thecitizensandconsumersyou want toreach. To get toknowthisworld, Motivaction has developeditsuniqueMentality™ valuesand lifestyle research model.

The Mentality model has eightcharacteristicvalueprofiles of the Dutch population. These profiles are based on the personal beliefs, attitudes andvaluesthatunderliethe lifestyle of eachMentality profile. Within a profile, people have verysimilarvaluesandopinionsaboutwork, leisureand politics, as well as similarambitions, drives andconsumerbehaviour.

Mentality™ is Motivaction's unique values and lifestyle research model that provides a powerful insight into target group classification and targeting. The influence of social and demographic characteristics on people's views and behaviour has been greatly reduced. Background, social class, age and location are no longer the sole determinants of people's views and successful target segmentation.

To **really** get into your **audience's** mindset.
 **Answer** questions such as:

- - Which audiences fit my organisation?
- - What is my audience's attitude to life and how do I respond to it?

- - What trends and developments affect my audience?
- - What message and tone of voice will best reach my audience?

- - What media will most effectively reach my audience?

 ![](https://www.motivaction.nl/images/site-new/mentality/mentality-publiek.jpg)

With a **deep understanding** of the **experiential world** of your **target group**, you will achieve a **higher return** on your marketing, communication and governance investments.

Mentality helps companies, institutions and governments explain the behaviour of consumers and citizens. Gain a deeper understanding of what truly drives your audience.

 [ Get in touch ](#)

##  The Model

The Mentality Model categorizes the Dutch population into eight profiles based on their approach to life. These groups are defined by the personal beliefs and values that shape their lifestyle. People within the same segment/profile share common values regarding work, leisure, and politics, and exhibit similar ambitions, motivations, and consumer behavior.

 [ Contact ](https://www.motivaction.nl/en/contact)

 ![](https://www.motivaction.nl/images/site-new/mentality/en/basismodel-mentality-en.jpg) [](#)

 [### Cosmopolitans (18%)

Critical world citizens who integrate postmodern values of development and experience with modern values of success, materialism and enjoyment.

Read more

 ](https://www.motivaction.nl/en/?view=article&id=3255:mentality-milieu-cosmopolites-em&catid=219)

 [](#)

 [### New Conservatives (8%)

Liberal-conservative upper class that embraces technological development, but is reluctant to social and cultural innovation.

Read more

 ](https://www.motivaction.nl/en/?view=article&id=3258:new-conservatives&catid=219)

 [](#)

 [### Traditionals (8%)

Moralistic, dutiful, and status quo oriented bourgeoisie that clings to traditions and material possessions.

Read more

 ](https://www.motivaction.nl/en/?view=article&id=3261:traditionals&catid=219)

 [](#)

 [### Modern mainstream (21%)

Conformistical and status-sensitive bourgeoisie that aims for a balance between tradition and modern values such as consumption and enjoyment.

Read more

 ](https://www.motivaction.nl/en/?view=article&id=3260:modern-mainstream&catid=219)

 [](#)

 [### Impulsive individualists (13%)

The spontaneous consumer who primarily seeks a pleasurable and comfortable life.

Read more

 ](https://www.motivaction.nl/en/?view=article&id=3257:impulsive-individualists&catid=219)

 [](#)

 [### Social climbers (12%)

Career-oriented individualists with an outspoken fascination for social status, new technology, risk, and excitement.

Read more

 ](https://www.motivaction.nl/en/?view=article&id=3262:social-climbers&catid=219)

 [](#)

 [### Post materialists (11%)

Socially critical idealists who want to develop themselves, take a stand against social injustice, and stand up for the environment.

Read more

 ](https://www.motivaction.nl/en/?view=article&id=3263:postmaterialists&catid=219)

 [](#)

 [### Postmodern hedonists (9%)

Pioneers of the experience culture, in which experimentation and breaking with moral and social conventions have become goals in themselves.

Read more

 ](https://www.motivaction.nl/en/?view=article&id=3256:postmodern-hedonists&catid=219)

 ![](https://www.motivaction.nl/media/yootheme/cache/62/Kosmopolieten-62aa4ca1.jpg?src=images/site-new/mentality/Kosmopolieten.jpg&thumbnail=200,400,&hash=3d852cab)

### Cosmopolitans

Critical global citizens who integrate postmodern values of development and experience with modern values of success, materialism and pleasure.

[Read more](https://www.motivaction.nl/en/?view=article&id=3255:mentality-milieu-cosmopolites-em&catid=219)

 ![](https://www.motivaction.nl/media/yootheme/cache/cc/postmodern-cc95b38d.jpg?src=images/site-new/mentality/postmodern.jpg&thumbnail=200,400,&hash=63c80894)

### Postmodern hedonists

The pioneers of an experiential culture in which experimentation and the breaking of moral and social conventions have become ends in themselves.

[Read more](https://www.motivaction.nl/en/?view=article&id=3256:postmodern-hedonists&catid=219)

 ![](https://www.motivaction.nl/media/yootheme/cache/08/gemak-08942759.jpg?src=images/site-new/mentality/gemak.jpg&thumbnail=200,400,&hash=73796f56)

### Impulsive individualists

The spontaneous consumer whose primary goal is to live a pleasant and comfortable life.

[Read more](https://www.motivaction.nl/en/?view=article&id=3257:impulsive-individualists&catid=219)

 ![](https://www.motivaction.nl/media/yootheme/cache/a7/moderne-burg-a7ee3d5a.jpg?src=images/site-new/mentality/moderne-burg.jpg&thumbnail=200,400,&hash=4de63dc5)

### Modern mainstream

The conformist, status-conscious mainstream who balance tradition with modern values of consumption and pleasure.

[Read more](https://www.motivaction.nl/en/?view=article&id=3260:modern-mainstream&catid=219)

 ![](https://www.motivaction.nl/media/yootheme/cache/ce/traditionele-burg-ce4c21b0.jpg?src=images/site-new/mentality/traditionele-burg.jpg&thumbnail=200,400,&hash=21be3d70)

### Traditionals

The dutiful and decent citizens who cling to traditions, customs and material possessions.

[Read more](https://www.motivaction.nl/en/?view=article&id=3261:traditionals&catid=219)

 ![](https://www.motivaction.nl/media/yootheme/cache/ea/postmaterialisten-ead2833e.jpg?src=images/site-new/mentality/postmaterialisten.jpg&thumbnail=200,400,&hash=2b2bdabd)

### Postmaterialists

The socially critical idealists who want to develop themselves, take a stand against social injustice and stand up for the environment.

[Read more](https://www.motivaction.nl/en/?view=article&id=3263:postmaterialists&catid=219)

 ![](https://www.motivaction.nl/media/yootheme/cache/aa/conservatief-aa958270.jpg?src=images/site-new/mentality/conservatief.jpg&thumbnail=200,400,&hash=7e23f2b2)

### New conservatives

The liberal-conservative social upper class that embraces technological development but is reluctant to embrace social and cultural innovation.

[Read more](https://www.motivaction.nl/en/?view=article&id=3258:new-conservatives&catid=219)

 ![](https://www.motivaction.nl/media/yootheme/cache/a8/mobielen-a8ccc166.jpg?src=images/site-new/mentality/mobielen.jpg&thumbnail=200,400,&hash=ef0ed1e1)

### Social climbers

Career-minded individualists with a strong fascination for social status, new technology, risk and excitement.

[Read more](https://www.motivaction.nl/en/?view=article&id=3262:social-climbers&catid=219)

### What can Mentality do for you?

With deep understanding of your target audience, you get a higher return on your marketing, communication and governance investments. Mentality helps companies, institutions and governments to gain insights about what matters to consumers and citizens and how to reach them. You put yourself in your customers' shoes. This model explains people's behaviour. And it provides your organisation with effective market segmentation. Thanks to the insight into mentality environments, you know:

- Which target group fits your organisation
- What is your target audience's outlook on life - and how do you respond?

- The best media to use to reach your target audience
- How they see life, what drives them and what they value

- The best tone of voice to reach them

Through years of research, our Mentality databases provide insight into the nature of your current and potential customers. We can answer your questions quickly, sometimes without the need for a separate lifestyle survey.

### Taking part in the Mentality survey

To get specific answers from your target audience, you can have questions included in our Mentality survey. When participating in this survey, we draw up the key questions together with you. We then translate these into a questionnaire. After the survey, you will receive a customised analysis of the data, a report and a presentation with an explanation and foundation of your target group and the link to the context of your organisation.

You can use Mentality for:

- [Strategy](#)A strategic analysis of your brand, policy issue or market is the starting point for any marketing and policy development. Mentality research provides insight into your current market position, the market position of your competitors, the basic mentality of the target group, opportunities and trends for your organisation, the adoption cycle of products and services, opportunities for innovation and much more.
- [Operationalisation](#)Mentality helps you to market your products and services in the best possible way and to tailor your policies to specific target audiences. It provides insight into the extent to which socio-cultural undercurrents are active in your specific target group. This undercurrent analysis helps you with product development and the development of a distinctive tone of voice.

- [Media behaviour](#)Mentality maps the media behaviour of all social environments and specific customer target groups. With this data, you can determine the most effective channels, policy instruments and (media) partners. It can also be used for direct marketing, territory analysis or database enrichment.
- [Evaluation](#)In the evaluation phase, Mentality helps you to map the return on your investments. We have various tracking tools to analyse the return and effectiveness of your policy, product or campaign.

---

"I often call right after a strategy meeting to determine the research possibilities because measuring truly means knowing. The unique aspect of the Mentality profiles is that they are based on motivations, which helps predict behavior—exactly what I need as a strategist. The multiplier is that the profiles are also concretely applicable to postal codes, CRM data, and social media audiences. Invaluable!"

---

 Michiel Daalmans,
Head of Strategy & Concept | New Story

---

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