Sinus-Milieus® Switzerland

The Swiss Sinus-Milieus model was developed in 2002 and has since been adapted several times to accommodate socio-cultural change. The model most recently underwent a full update in 2019 in cooperation with KünzlerBachmann.

Social Status Upper class / Upper-middle-class Middle middle-class Lower middle-class /Lower class Tradition Sense of Duty, Order Individualisation,Self-actualisation, Pleasure Multiple Options,Pragmatism Re-focussing,New syntheses Modernisation Re-orientation Basic Values Postmaterialists13% Established9% Performer11% Upper Bourgeois16% ModestTraditionals7% Adaptiv-Pragmatic6% DigitalCosmopolitans8% Escapists9% Consumption-orientedBasis7% Mainstream15%

Upper Bourgeois

The status-conscious middle class with a traditional bourgeois lifestyle

Established

The well-situated, sovereign social elite

Performer

The flexible, globally-oriented performance elite

Digital Cosmopolitans

The experimental, cosmopolitan, digitally-attuned avant-garde

Adaptiv-Pragmatic

The younger, pragmatic, adaptable centre

Mainstream

The social centre with a pronounced status quo orientation

Postmaterialists

The left-liberal, strongly post-materialist upper centre

Modest Traditionals

The traditional worker and farmer culture

Consumption-oriented Basis

The materialistic, insecure, and resigned lower class

Escapists

The hedonistic, fun- and leisure-oriented lower-middle / lower class

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

Sinus-Milieus Short description
Upper class / Upper-middle class
Upper Bourgeois

The status-conscious middle class with a traditional bourgeois lifestyle

Established

The well-situated, sovereign social elite

Performer

The flexible, globally-oriented performance elite

Digital Cosmopolitans

The experimental, cosmopolitan, digitally-attuned avant-garde

Middle class
Adaptiv-Pragmatic

The younger, pragmatic, adaptable centre

Mainstream

The social centre with a pronounced status quo orientation

Postmaterialists

The left-liberal, strongly post-materialist upper centre

Lower-middle class / Lower class
Modest Traditionals

The traditional worker and farmer culture

Consumption-oriented Basis

The materialistic, insecure, and resigned lower class

Escapists

The hedonistic, fun- and leisure-oriented lower-middle / lower class

The Swiss Sinus-Milieus are integrated into the online pool of GfK Switzerland and into the Swiss Nielsen Homescan panel. As in Germany, there is also a microgeographic implementation of the Sinus-Milieus in Switzerland.

Sinus-Milieus® in Switzerlan (Explainer video)

This explainer video shows how the Sinus-Milieus® in Switzerland work and what they can be used for.

To the video

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