Interview (in German): How Sinus-Milieus help to better understand consumers

What drives consumers today—and what does that mean for fashion, retail, and brand management?

What drives mainstream consumers? What values stimulate young target groups? And how can these shifts be translated into fashion, marketing, and brand management?

In an in-depth interview with industry magazine TextilWirtschaft, SINUS researcher Tim Gensheimer provides fascinating insights based on the latest Sinus-Milieu model.

He talks about the social changes behind the shift in consumer behavior—from growing price sensitivity in parts of the population to the need for security and the trend phenomenon of regrounding. He provides practical examples of which target groups are particularly influential in shaping trends today, which groups are under pressure, and how brands can strategically leverage these dynamics.