| Sinus-Milieus | Short description |
|---|---|
| Leading social milieus | |
| Conservative-Established | The preserving affluent elite with social responsibility and savoir vivre |
| Postmaterialists | The cosmopolitan sustainability elite with clear ideas for a better world |
| Performers | The dynamic performance elite with high standards of consumption and lifestyle |
| Future milieus | |
| Cosmopolitan Individualists | The digitally networked avant-garde with an urge for self-determination and creativity |
| Progressive Realists | The unconventional sustainability thinkers with a penchant for pragmatism and realism |
| Bourgeois mainstream | |
| Adaptive-Pragmatic Middle Class | The modern, adaptable centre with the desire for a balance between performance and fun |
| Nostalgic Middle Class | The order- and security-oriented centre with a pronounced longing for "the past" |
| Traditionals | The modest older generation with a need for stability and community |
| Milieus of the lower middle and lower classes | |
| Consumption-Oriented Basis | The underclass seeking stability and demanding social justice and relief |
| Hedonists | The pleasure-orientated (lower) middle class in search of recognition and experience |
