Marketing has long rested on the use of market segmentation. While birth age has been a useful way to create groups, it describes segments but in itself does not help to understand segment motivations. Environmental events experienced during one's coming-of-age years, however, create values that remain relatively unchanged throughout one's life. Such values provide a common bond for those in that age group, or cohort. Segmenting by ‘coming-of-age’ age provides a richer segmentation approach than birth age. This approach, known to work in America, is used in this paper to create generational cohorts in Russia and in Brazil. Copyright © 2004 Henry Stewart Publications Ltd.