This research designs a value mosaic for three Brazilian generational cohorts and proposes it as a consumer segmentation basis. A generational cohort is a group of individuals that upon entering adulthood has shared the same historical events and social environment, and has developed common values that lasts a lifetime. Based on the identification of defining moments associated with each cohort, this study reveals the cohort effect as a macro social process and covers complex psychological mechanisms related to the individuals entering adulthood, revealing the existence of individual variations associated to the strength of these transformations. This research investigates the values ofindividuals that belong to the Brazilian social classes A and B. As some values prevail in certain cohorts, the research confirms the Brazilian cohort structure adopted. The latent class analysis captures both the intercohort and the intracohort variations in the assimilation of values. It also innovates the segmentation process through cohorts. Individuals classified as belonging to a generational cohort, eventually, show significant differences related to the most representative members of this generational cohort. The generational mosaic reveals different profiles of values and makes the development of differentiated marketing programs easier to target the consumers. The results of this research are relevant to enhance the big population`s segmentation approaches.