People demand that the products and services they choose to engage with see them as the unique individuals they are, which means brands must understand Mindsets. Brands can no longer address “millennials” or “retirees” as homogeneous cohorts that share the same values or needs. Everyone has a context that informs their behavior, ranging from environmental to physical to spiritual. Understanding this context is core to designing meaningfully for individuals. This talk will introduce Mindsets: what they are and how to use them. Learn how Mindsets inform people’s behavior in everything from their healthcare choices to where they shop for underwear, and how to use Mindsets to inform design. We will leave you with key tips for how to move from designing for people to designing for individuals.