Teams Up With the "Mindset List" to Create Visual Snapshots of a College Student's State of Mind

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Online Textbook Retailer to Create Infographics Displaying Life as Students Know It: Card Catalogs and Pan American Airways Draw A Blank, While GPS Navigation Systems and Cartoon Network Strike A Chord.

From technological advancements to changes in popular culture, the popular Beloit College “Mindset List” seeks to help college professors understand how different their students’ lives are from their own by examining cultural touchstones. And thanks to a collaboration with the online textbook retailer,, the generation gap will continue to be bridged as the two organizations work together to create infographics to further support the List’s findings., which currently creates a series of infographics on its website touching on topics relevant to college students, will adapt the recent findings from the “Mindset List” to show in visual form the cultural touchstones of students of the graduating classes of 2011 through 2015.

The “Mindset List” was first published in 1998 and has since evolved into a well-known blog, an annual list, and a book. Created by Ron Nief, alongside fellow Beloit College Professor Tom McBride, this innovative index of insights explores cultural benchmarks involving each year’s college freshman class.

It was created to reflect the world view of entering first-year students when the authors first realized how much the 2002 class of college freshmen were shaped by the history and culture they had not experienced in their first 18 years. The list has also helped professors understand where their students “were coming from” by providing insights into the technology and references with which they grew up, and the zeitgeist that helped shape and form who they are. Utilizing the most recent findings from the “Mindset List,” designer Elizabeth Lovejoy has created a series of infographics that illustrate the culture of today’s college student. The “Mindset List” visuals will be featured in the library of college infographics, along with the online textbook retailer’s other highly popular illustrations depicting such relevant topics as the cost of school, the impact of student debt, and alcohol use on campus, to name a few.

“We find infographics are great communication tools when it comes to college culture,” said Matt Montgomery, president and CEO of “They are designed to resonate with both college professors and students alike, allowing both generations to understand the history and culture that surrounds them and in turn, better understand and communicate with each other.”

In addition to publishing the infographics, is now selling and renting a new book co-authored by Mr. Nief and Mr. McBride entitled The Mindset Lists of American History (John Wiley & Sons, Inc publishing, Copyright 2011). This new book takes the “Mindset List” approach and applies it to the past ten generations, giving insight into their respective culture and lives.

About the “Mindset List”:
The “Mindset List” has received praise from NBC Nightly News and The Seattle Times. Additionally, it has received news coverage by CBS news, Boston Globe, Chicago Tribune, USA Today, and Fox News as well as various international publications. In 2009, TIME magazine declared the mindset list was a new phrase in the American Lexicon. It is released every year in mid-August via webcast and press release.

Since its founding in July of 1999, has grown into a major online retailer providing cheap textbooks for college and high school students.’s stated mission is to provide the easiest, fastest, and cheapest way for college and university students to rent textbooks, buy textbooks and sell textbooks. believes the Internet buying experience should be fun and that shopping for textbooks should be as fast and convenient as possible. The company makes a personal commitment to every customer that will be the best source for everything they need.


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