Sinus-Milieus® International

Our research shows that “groups of like-minded people” also exist across national borders. We call them “Meta Milieus” – and distinguish between models for established and emerging markets.

We identify target groups worldwide
and across national borders

Common patterns can be identified in almost all countries of the world: value orientations, lifestyles and consumer preferences. And most of the time we see that people from different countries, but in comparable milieus, connect more with each other than with the rest of their compatriots.

The Sinus Meta Milieus are now available for 48 countries. They can be used in the EU, and in the APAC, LATAM and NAFTA economic areas. They can be developed for other countries at any time. The Meta Milieus can be combined with the proven SINUS tools for customer satisfaction measurement and brand positioning. And they can be integrated into existing segmentations, resulting in a tailored customer-specific solution.

Established Markets

Social Status Higher Middle Lower Basic Values Traditional Sense of Duty and Order Individualisation, Self-actualisation, Pleasure Multiple Options, Experimentation, Paradoxes Modernisation Re-orientation Sensation-Oriented Performers Intellectuals Traditionals CosmopolitanAvantgarde ModernMainstream Consumer-Materialists Established AdaptiveNavigators

Established

Performance and leadership, status-conscious, exclusive tastes, connoisseurship; distinction & self-assertion; conservative moralities and role patterns

Intellectuals

Open-minded; liberal and pluralistic; searching for self-actualization & personal development; post-material goals; cultural and intellectual interests; authentic; academic; work-life-balance

Performers

Self-determination; flexible, and socially mobile; looking for an intensive life, which means having success and fun; work hard – live exclusive; good qualifications and readiness to perform; multimedia fascination

Cosmopolitan Avantgarde

Non-conformist, creative & individualistic; self-realization, freedom & independence, no fixed dogma; mobile socializers, global, pluralistic, „scene“ cosmopolitan, digital sovereign

Adaptive Navigators

Loyal & reliable; flexibility & security-driven, achievement-oriented, pragmatic and adaptive, good organized; want to be on the safe side; regrounding; family & friends

Modern Mainstream

Looking for harmony & private happiness, family-relatives-friends, comfort and pleasure; striving for social integration and material security, defensive towards changes in society

Traditionals

Security and status-quo oriented, rather rigidly sticking to traditional values (e.g. sacrifice, duty, order); modest & honest, down to earth, „we little people“, health-caring

Consumer Materialists

Materialistic and consumer hedonistic; striving to keep up, but often socially disadvantaged and uprooted, sometimes precarious; reactive basic orientation, fear and resentments; narrow-minded, solidarity, protection, robustness & toughness

Sensation Oriented

Looking for fun, thrill & action and entertainment; rather unconventional and rebellious; living for today, here and now; tendency to escape reality; independence, spontaneity, trendy

Tip: Click on a Sinus-Milieu for a brief description

Sinus-Milieus Short description
Established

Performance and leadership, status-conscious, exclusive tastes, connoisseurship; distinction & self-assertion; conservative moralities and role patterns

Intellectuals

Open-minded; liberal and pluralistic; searching for self-actualization & personal development; post-material goals; cultural and intellectual interests; authentic; academic; work-life-balance

Performers

Self-determination; flexible, and socially mobile; looking for an intensive life, which means having success and fun; work hard – live exclusive; good qualifications and readiness to perform; multimedia fascination

Cosmopolitan Avantgarde

Non-conformist, creative & individualistic; self-realization, freedom & independence, no fixed dogma; mobile socializers, global, pluralistic, „scene“ cosmopolitan, digital sovereign

Adaptive Navigators

Loyal & reliable; flexibility & security-driven, achievement-oriented, pragmatic and adaptive, good organized; want to be on the safe side; regrounding; family & friends

Modern Mainstream

Looking for harmony & private happiness, family-relatives-friends, comfort and pleasure; striving for social integration and material security, defensive towards changes in society

Traditionals

Security and status-quo oriented, rather rigidly sticking to traditional values (e.g. sacrifice, duty, order); modest & honest, down to earth, „we little people“, health-caring

Consumer Materialists

Materialistic and consumer hedonistic; striving to keep up, but often socially disadvantaged and uprooted, sometimes precarious; reactive basic orientation, fear and resentments; narrow-minded, solidarity, protection, robustness & toughness

Sensation Oriented

Looking for fun, thrill & action and entertainment; rather unconventional and rebellious; living for today, here and now; tendency to escape reality; independence, spontaneity, trendy

Emerging Markets

Social Status Higher Middle Lower Basic Values Traditional „to belong“ rules, norms, authority „to advance“quality of life „to indulge“self-centered Adaptation Modernity TraditionalPopular(rural) UrbanWorking Class Fun & MoneyDriven AdaptingMainstream ModernEstablished ModernPerforming ConservativeEstablished CosmopolitanAvantgarde Success-Oriented

Conservative Established

Patriarchic, claim of power, status and leadership, family- and clan-thinking; sense of duty and order; social prestige, ethics of responsibility

Modern Established

Sophisticated, status-orientation, strategic life-planning; indulgence & work-life-balance, education & qualification, liberal & tolerant, social & ecological responsibility

Modern Performing

New economic elite, entrepreneurial, performance & efficiency, self-determination; semi-global thinking, superiority & distinction, willingness to perform

Cosmopolitan Avantgarde

Young & wealthy, digital global, mobile socializers, global-western attitude; creative & individualistic, self-realisation; freedom & independence

Success-Oriented

Willingness to perform, social climber mentality, flexibility- and security-driven, balance of work and family-friends; sense of tradition and order

Adapting Mainstream

Conservative-materialistic, status-oriented, order and harmony; balance of modern and religious life, social rules & moralities; feel pressure to keep up

Urban Working Class

Socially deprived, uprooted, fear & resentments; overcharged by modernisation, striving for basic needs; short term consumer orientation, materialism; solidarity within own network

Fun & Money Driven

Spontaneity, fun, thrill & action; trend-adopting and imitation of Western lifestyles; carefreeness, independence; try to keep up with trends & brands; conflict with traditional values and religion

Tip: Click on a Sinus-Milieu for a brief description

Sinus-Milieus Short description
Conservative Established

Patriarchic, claim of power, status and leadership, family- and clan-thinking; sense of duty and order; social prestige, ethics of responsibility

Modern Established

Sophisticated, status-orientation, strategic life-planning; indulgence & work-life-balance, education & qualification, liberal & tolerant, social & ecological responsibility

Modern Performing

New economic elite, entrepreneurial, performance & efficiency, self-determination; semi-global thinking, superiority & distinction, willingness to perform

Cosmopolitan Avantgarde

Young & wealthy, digital global, mobile socializers, global-western attitude; creative & individualistic, self-realisation; freedom & independence

Success-Oriented

Willingness to perform, social climber mentality, flexibility- and security-driven, balance of work and family-friends; sense of tradition and order

Adapting Mainstream

Conservative-materialistic, status-oriented, order and harmony; balance of modern and religious life, social rules & moralities; feel pressure to keep up

Traditional Popular (rural)

Strong community and family ties; religion and belief (spirituality); ritualized everyday-life, obedience and modesty; afraid of losing traditions, rules and values

Urban Working Class

Socially deprived, uprooted, fear & resentments; overcharged by modernisation, striving for basic needs; short term consumer orientation, materialism; solidarity within own network

Fun & Money Driven

Spontaneity, fun, thrill & action; trend-adopting and imitation of Western lifestyles; carefreeness, independence; try to keep up with trends & brands; conflict with traditional values and religion

Country lists

Established Markets

  • Australia
  • Belgium
  • Bulgaria
  • Denmark
  • Germany
  • Finland
  • France
  • Greece
  • Hong Kong
  • Ireland
  • Italy
  • Japan
  • Croatia
  • Lithuania
  • Luxembourg
  • Netherlands
  • Austria
  • Poland
  • Portugal
  • Romania
  • Sweden
  • Switzerland
  • Serbia
  • Slovakia
  • Slovenia
  • Spain
  • South Africa
  • South Korea
  • Taiwan
  • Czech Republic
  • Hungary
  • USA
  • United Kingdom

Emerging Markets

  • Brazil
  • China
  • Columbia
  • Ecuador
  • India
  • Indonesia
  • Malaysia
  • Mexiko
  • Philippines
  • Russia
  • Singapore
  • Thailand
  • Turkey
  • Ukraine
  • Vietnam

For each economic sphere (established markets and emerging markets) there is an independent model with nine milieus each. These describe the lives of consumers holistically and transnationally, without ignoring local peculiarities.

Such cross-national target group models are essential in the context of globalized markets. After all, international target group research cannot be about blindly transferring insights gained in one country to other countries. The aim of SINUS international milieu research is to provide globally active companies with information about current target groups and the dynamics of social change, thus providing a basis for strategic marketing decisions.

We’ve have already prepared target group data for more than 40 countries

Country-specific milieu models based on the Meta Milieus are currently available for 48 countries. More detailed information on the Meta Milieus can be found in our information packages.

We can develop models for other countries at any time. Our rigorously validated instruments can be used in any country – ad hoc and with manageable research effort.

Sinus-Milieus® simply explained (with English subtitles)

This explanatory video shows how the Sinus-Milieus work (incl. examples) and what they can be used for (marketing, strategic target groups, personas / individuals, products, brands and ideas, touchpoints, topics, addressing, growth potentials).

To the video

Have SINUS-Institut train you up to become an officially certified milieu expert

SINUS-Institut offers a compact, cross-industry basic seminar on the Sinus-Milieus – the gold standard for target group segmentation for 40 years.

Sinus-Milieu certification

Infoportal

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