Sinus Youth Milieus

How do teenagers tick? There's no such thing as THE young people or Generation Z. As in other age groups, this age group also manifests a high degree of socio-cultural diversity.

Safeguarding Authority Affiliation Affirmation Possession Balance Education Creativity Challenges Crossover Recognition & Benefits Charisma Basic Values Educational level High education Medium education Low education Universal Values Social secureness (family, friends, loyalty) and social values (altruism, tolerance), achievement, self-determination ConservativeMainstreamers Adaptive Pragmatists Post-Materialists MaterialisticEscapists Experimentalists Precarious Cosmopolitan Avantgarde

Conservative Mainstreamers

Homeland- and community-oriented youth, modest and with a firm sense of tradition

Adaptive Pragmatists

Achievement- and family-oriented youth with a high readiness to adapt

Precarious

Disadvantaged youth searching for orientation and meaningful social participation

Materialistic Escapists

Leisure- and family-oriented youth striving to assimilate upwards through brand-driven consumption

Experimentalists

Fun- and subculture-oriented nonconformists focused on living in the here and now

Post-Materialists

Cosmopolitan, educated young bohemians with a pronounced sense of social justice

Cosmopolitan Avantgarde

Success- and lifestyle-oriented networkers seeking new horizons and unconventional experiences

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

Sinus-Milieus Short description
Conservative Mainstreamers

Homeland- and community-oriented youth, modest and with a firm sense of tradition
Adaptive Pragmatists

Achievement- and family-oriented youth with a high readiness to adapt
Precarious

Disadvantaged youth searching for orientation and meaningful social participation
Materialistic Escapists

Leisure- and family-oriented youth striving to assimilate upwards through brand-driven consumption
Experimentalists

Fun- and subculture-oriented nonconformists focused on living in the here and now
Post-Materialists

Cosmopolitan, educated young bohemians with a pronounced sense of social justice
Cosmopolitan Avantgarde

Success- and lifestyle-oriented networkers seeking new horizons and unconventional experiences

SINUS-Institut has been researching young people's lives for many years. This has resulted, among other things, in the highly regarded series “Wie ticken Jugendliche?” (“How do young people tick?”), published in 2008, 2012, 2016, 2020). It captures the great sociocultural diversity of youth that has become typical of developed and highly individualized societies, and condenses it in a model-like manner. As in the other Sinus-Milieu models, this approach groups together young people who are similar in their values, basic attitudes and lifestyles, and social situation.

Further information
on the Sinus Youth Milieus

Youth
Youth
Have SINUS-Institut train you up to become an officially certified milieu expert
Sinus-Milieu certification

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
The SINUS Youth Study has become a trademark and stands alongside the Shell Youth Study, the McDonald's Training Study, and the Children and Youth Reports for Ssystematic and Ssubstantial research Research into the living Living conditions Conditions of young Young people People in Germany. What the researchers of the SINUS InstituteSINUS-Institut present here in the form of insightful research and classify and interpret with professional analysis is of the greatest value for the public understanding of the young generation.
Prof. Dr. Klaus Hurrelmann, Head of the Shell Youth Study for many years

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Provadis GmbH

Provadis GmbH

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Umfrage unter Jugendlichen: Cyber-Mobbing nimmt immer weiter zu

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Jugend-Studie: Kriege sind Hauptsorge von Heranwachsenden

Jugend-Studie: Kriege sind Hauptsorge von Heranwachsenden

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Studie: Generation Z finanzaffiner als Vorgängergeneration

Studie: Generation Z finanzaffiner als Vorgängergeneration

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Wie tickt die Generation Z? Neues Infopaket + kostenlose Web-Seminare (30.11. + 06.12.)

Wie tickt die Generation Z? Neues Infopaket + kostenlose Web-Seminare (30.11. + 06.12.)

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Studie: Unterkünfte für geflüchtete Menschen sind nicht kindgerecht

Studie: Unterkünfte für geflüchtete Menschen sind nicht kindgerecht

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"Das ist nicht das Leben"

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Neue Studie zu geflüchteten Kindern in Deutschland für UNICEF und DIMR - Pressekonferenz im Livestream (29.08.)

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Umfrage: Die Jugendzeit gilt als die schönste im Leben, aber heutige Jugendliche werden nicht beneidet

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Rechtspopulismus, Jugend und Klima, Fahrrad und Mobilität - Web-Seminare der SINUS-Akademie Summer School 2023

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Umfrage unter Jugendlichen: Cyber-Mobbing wird zum immer größeren Problem

Umfrage unter Jugendlichen: Cyber-Mobbing wird zum immer größeren Problem

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Vocational Orientation of Young People in Germany: Expectations, Concerns and Needs

Vocational Orientation of Young People in Germany: Expectations, Concerns and Needs

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Umfrage unter Jugendlichen: Ein starkes soziales Umfeld ist wichtig im Umgang mit der Krise

Umfrage unter Jugendlichen: Ein starkes soziales Umfeld ist wichtig im Umgang mit der Krise

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Jugend-Naturbewusstseinsstudie: Wunsch nach mehr Wissen, klares Votum für Energiewende und Skepsis gegenüber Gentechnik

Jugend-Naturbewusstseinsstudie: Wunsch nach mehr Wissen, klares Votum für Energiewende und Skepsis gegenüber Gentechnik

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Child daycare & nursing – attractive occupations?

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Target groups for Provadis training programs

Target groups for Provadis training programs

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Career orientation and “future readiness” of young people

Career orientation and “future readiness” of young people

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SINUS-Jugendstudie 2020: Wie ticken Jugendliche?

SINUS-Jugendstudie 2020: Wie ticken Jugendliche?

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How do young people tick? (2020)

How do young people tick? (2020)

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Studie: Kindertagesbetreuung & Pflege - attraktive Berufe?

Studie: Kindertagesbetreuung & Pflege - attraktive Berufe?

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25 Next – a study on the future readiness of young people

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Klimaschutz-Umfrage: Die Jugend fühlt sich im Stich gelassen

Klimaschutz-Umfrage: Die Jugend fühlt sich im Stich gelassen

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DIVSI U25 Study: euphoria is a thing of the past

DIVSI U25 Study: euphoria is a thing of the past

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How do young people tick? (2016)

How do young people tick? (2016)

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Youth in Kyrgyzstan. Bridging Tradition and Modernity

Youth in Kyrgyzstan. Bridging Tradition and Modernity

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Your contact persons
for the Sinus Youth Milieus

Dr. Silke Borgstedt

Dr. Silke Borgstedt
silke.borgstedt@sinus-institut.de
+49 6221 8089-35

Dr. Marc Calmbach

Dr. Marc Calmbach
marc.calmbach@sinus-institut.de
+49 3020 613098-11

Dr. Christoph Schleer

Dr. Christoph Schleer
christoph.schleer@sinus-institut.de
+49 6221 8089-27

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