Millennials and Generation X (Gen-X) are the fastest-growing market segment in Indonesia. The study aims to discover the salient values of those generations and to investigate their value differences. Data were obtained via questionnaires from 200 respondents of each generation. https://www.bekindtopets.com/flash-offer-FreeTress-Equal-Headband-Full-Cap-Wig-HARMONI-amazing-save/