Sinus-Milieus® Austria

The milieu structure of Austrian society was first examined in 2001 in a broad-based qualitative and quantitative study. The SINUS sister institute INTEGRAL has been adapting the model to social trends in Austria ever since; the Sinus-Milieus in Austria most recently underwent a full update in 2022.

Conservative-Established

The classical, structurally conservative elite

Post-Materialists

The cosmopolitan critics of society and “Zeitgeist”

Performers

The globally-oriented and forward-thinking modern elite

Cosmopolitan Individualists

The individualistic lifestyle avant-garde

Progressive Realists

The drivers of social change

Adaptive-Pragmatic Middle Class

The flexible and benefit-oriented mainstream

Nostalgic Middle Class

The system-critical former mainstream

Traditionals

The older generation, who love security and order

Consumption-Orientated

The lower class, which strives for orientation and participation

Hedonists

The spontaneous, experience-hungry (lower) middle class

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

Sinus-Milieus	Short description
Leading milieus
Conservative-Established	The classical, structurally conservative elite
Post-Materialists	The cosmopolitan critics of society and “Zeitgeist”
Performers	The globally-oriented and forward-thinking modern elite
Milieus of the future
Cosmopolitan Individualists	The individualistic lifestyle avant-garde
Progressive Realists	The drivers of social change
The current and former mainstream
Adaptive-Pragmatic Middle Class	The flexible and benefit-oriented mainstream
Nostalgic Middle Class	The system-critical former mainstream
Milieus of the lower middle and lower class
Traditionals	The older generation, who love security and order
Consumption-Orientated	The lower class, which strives for orientation and participation
Hedonists	The spontaneous, experience-hungry (lower) middle class

The Sinus-Milieus are integrated into the Austrian Consumer Analysis and the Teletest TV audience panel. Our sister institute INTEGRAL runs a milieu-located panel with 30,000 people. Like in Germany, we offer various information packages dealing with the Austrian Sinus-Milieus.

Further information
on the Sinus-Milieus® in Austria

Infopakete Österreich

Infopackage Österreich

Research and transfer <br>from real life

Lectures & Workshops

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

Sinus-Milieu-Zertifizierung

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

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