Sinus Youth Milieus

What makes young people tick? The younger generation is not a homogeneous group. For years, our research has shown that young people in fact live in very different lifeworlds. The spectrum ranges from conservative mainstreamers to consumer materialists to neo-ecologicals, each with their own values, attitudes and lifestyles.

Conservative Mainstreamers

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

Adaptives

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

Precarious

Disadvantaged youth searching for orientation and meaningful social participation

Consumer Materialists

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

Neo-Ecologicals

Young people with a cosmopolitan mindset, intellectual interests and a focus on sustainability and the common good

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
Adaptives	Achievement- and family-oriented youth with a high readiness to adapt
Precarious	Disadvantaged youth searching for orientation and meaningful social participation
Consumer Materialists	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
Neo-Ecologicals	Young people with a cosmopolitan mindset, intellectual interests and a focus on sustainability and the common good
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, 2024). 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

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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).

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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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