Sinus-Milieus® Austria

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

The establishment in the classic sense with a strong anchorage in tradition – strongly focused on status, exclusiveness, responsibility and leadership

The flexible and globally oriented performance elite – individual performance, efficiency and success have top-priority; competent in business and IT

The individualistic, networking, digital avant-garde – mentally and geographically worldwide mobile, cross-linked online and offline, permanently looking for new experiences

The young pragmatic middle stratum – pronounced life-pragmatism, strong desire for anchorage, membership, security, performance-orientation but also the wish for fun and entertainment

The adaptive mainstream – seeking professional and social establishment, secure and harmonic circumstances, support and orientation, peace and a slow pace

Open-minded social critics – intellectual, educated milieu, interested in variegated aspects of culture; cosmopolitan orientation, but critical towards globalization; socially engaged

Emphasizing on security, order and stability – rooted in the old petty bourgeois world, in the traditional blue collar culture or in the rural milieu

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

The modern lower middle class, living for the excitement of the moment – seeking fun and amusement; rejection of traditional standards and conventions