Sinus-Milieus | Short description |
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Socially upmarket milieus / Social leading milieu | |
Conservatives | Trendsetters in the traditional sphere with high ethics of responsibility – strongly characterized by Christian ethics, high estimation of education and culture, skeptical towards current social development |
Established | The establishment in the classic sense with a strong anchorage in tradition – strongly focused on status, exclusiveness, responsibility and leadership |
Performers | The flexible and globally oriented performance elite – individual performance, efficiency and success have top-priority; competent in business and IT |
Digital individualists | The individualistic, networking, digital avant-garde – mentally and geographically worldwide mobile, cross-linked online and offline, permanently looking for new experiences |
Middle class milieus | |
Adaptive-Navigators | The young pragmatic middle stratum – pronounced life-pragmatism, strong desire for anchorage, membership, security, performance-orientation but also the wish for fun and entertainment |
Modern Mainstreamers | The adaptive mainstream – seeking professional and social establishment, secure and harmonic circumstances, support and orientation, peace and a slow pace |
Post-Materialists | Open-minded social critics – intellectual, educated milieu, interested in variegated aspects of culture; cosmopolitan orientation, but critical towards globalization; socially engaged |
Milieus of the lower middle / lower class | |
Traditionals | Emphasizing on security, order and stability – rooted in the old petty bourgeois world, in the traditional blue collar culture or in the rural milieu |
Consumption Oriented | The materialistic lower class striving for participation – sense of discrimination, resentments and pronounced fears of the future; striving to stay connected with the consumption standards of the middle class |
Hedonists | The modern lower middle class, living for the excitement of the moment – seeking fun and amusement; rejection of traditional standards and conventions |